The neural bases of sport fan reactions to teams: Evidence from a neuroimaging study

Abstract

This study uses neuroimaging methods to identify patterns of brain activation among sport fans in reaction to team stimuli. In a whole‐brain analysis without selected regions in advance, the purposes were to identify the structures involved when fans are exposed to positive, neutral, and negative events and to learn what events activate more limbic networks. A total of 53 individuals participated in and functional magnetic resonance imaging experiment involving the presentation of videos in various situations. Findings indicate the activation of the cingulate gyrus and other structures of the limbic system, as the hippocampus and parahippocampus. We also found involvement of the ventral tegmental area of the reward system. Additionally, brain activity in emotional regulation and memory areas were more influenced by positive than neutral and negative videos. It was also found the involvement of other areas not directly included in the limbic or reward systems. This study provides the neural basis of fan reactions to team‐related stimuli. Sport clubs should be aware that negative content seems to be suppressed from emotional memory and positive videos trigger more emotion and memory areas than neutral and negative videos.

Editorial for the special section on “Neuromarketing in predicting consumer behavior: The efficiency & effectiveness”

“…This bears significant implications for sports clubs and marketers aiming to deepen emotional connections with fans. This study's exploration of fan neuroscience promises to enrich our understanding of how the brain processes team‐related stimuli, offering valuable insights for both sports psychology and marketing strategies (2023).…”

Does pro-environmental attitude predicts pro-environmental behavior? Comparing sustainability connection in emotional and cognitive environments among football fans and university students

“…The emotional relationship between sport fans and sport teams is significant [ 41 ], beneficial [ 42 ], and with a massive influence on today's society [ 43 ]. The emotional connection between fans and sport clubs is central to sports organizations' long-term success and sustainability based on fans' passion and enthusiasm [ [44] , [45] , [46] , [47] ]. Previous research has been done exploring the emotional connection between fans and clubs, and the main findings showed a positive and significant role of sports on fans' social identity formation [ 48 ], on fans' rituals, emotions and social atmospheres [ 49 ], on loyalty [ 50 ], on the feeling of community and all community-related benefits [ 51 ] and on fans' financial support [ 52 ].…”