The Next Generation Fandom Survey (from the Emory Marketing Analytics Center) is a deep dive into how fandom works across the American population. It examines how fandom varies across demographic cohorts, gender, income, political ideology, and more. Amongst its many questions, the survey asks respondents to rate how much they like a variety of sports figures and celebrities. Serena Williams is one of the featured celebrities.

Following Serena's retirement, we take a look at the data to observe how the women's tennis legend fares amongst sports GOATs.

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