Why We Get Excited During Sporting Events

On most days, my beloved husband is my complete opposite. While I can be fiery and expressive, he epitomizes calm and balance, an island of quietude and mental stability in the turbulent ocean of everyday life. That is until he watches a tennis tournament, a football game, or any other sporting event. This is when he transforms into a firework of emotions — cheering for his favorite players, riding the highs and lows with them, and protesting loudly when things don’t go their way.

He is not alone. Sporting events have a unique ability to evoke intense emotions and excitement in fans worldwide. Whether it’s the thrill of a last-minute goal, the tension of a tie-breaking match, or the sheer joy of a victory, sports can generate a spectrum of emotions that are unparalleled in other forms of entertainment. But what is it about sporting events that make them so exhilarating? As a marketing professor and social scientist, I decided to deep dive into marketing theory to uncover the factors driving this phenomenon.

The Waiting Game: Building Anticipation

Effective marketing communications play a crucial role in building anticipation and excitement for sporting events. Advertising campaigns, promotional activities, and public relations efforts create buzz and keep fans engaged. The waiting experience, a critical yet often overlooked aspect, also enhances anticipation. Studies show that the emotions and expectations built during this period can make the actual event more rewarding. Social media strategies, such as teaser videos and interactive polls, can amplify fan engagement, turning waiting times into valuable engagement opportunities. This anticipation phase, coupled with positive word of mouth and electronic word of mouth, sets the stage for an unforgettable experience.

Brand Loyalty: A Deep Emotional Connection

One of the main reasons people get so excited about sporting events is the deep sense of loyalty they feel towards their teams. Fans who strongly identify with their team may feel more satisfied and have a greater sense of belonging, which boosts their excitement and emotional investment in games. This loyalty can grow through regular engagement and emotional connections, creating a community with shared values and passions. Marketing research shows that brand relationships go beyond simple loyalty; they connect deeply with a fan’s identity. Strong brand relationships can also make fans more resistant to negative information and more likely to talk positively about their team, strengthening the communal and emotional bonds that make sports so thrilling.

Social Identity: The Power of Belonging

Social identity theory explains how our sense of self is influenced by the groups we belong to. In sports, fans derive a significant part of their identity from their allegiance to a team. This powerful sense of belonging can lead to strong emotional reactions during sporting events. When a fan's team wins, it feels like a personal achievement, amplifying the excitement. The theory posits that our social identities, derived from group memberships, boost our self-esteem through favorable comparisons between our in-groups and out-groups. This affiliation satisfies our deep-seated needs for self-esteem, belonging, and a positive self-concept, reinforcing why sporting events are so emotionally charged.

Emotional Branding: The Impact of Deep Emotions

Consumers form strong, specific emotional connections with a brand. Sporting events are a prime example of emotional branding, where the emotional connection between the brand (the sports team) and the consumer (the fan) is paramount. Emotions such as joy, pride, and passion are integral to the fan experience. These emotions are often heightened by the live, unpredictable nature of sports, making each game an emotional rollercoaster that keeps fans on the edge of their seats. Research indicates that strong emotional attachments can enhance consumer loyalty and engagement, ultimately making sports fans more invested and enthusiastic supporters​.

The Drama of Sports: A Story of Heroes and Foes

Sporting events captivate fans through compelling narratives and dramatic storytelling. These narratives often involve an underdog team defying the odds, a fallen star seeking redemption, or an intense rivalry between long-standing opponents. Such stories add layers of drama and anticipation to sporting events, making them more than just games; they become tales filled with conflict, authenticity, and entertainment. This storytelling element is crucial in maintaining fan engagement and excitement, transforming each game into an emotional rollercoaster that keeps fans on the edge of their seats.

Research shows that effective storytelling in marketing includes elements such as conflict, authenticity, and entertainment. In sports, conflict arises when teams or athletes strive against challenges, adding tension and excitement to the narrative. Authenticity, where athletes and teams exhibit genuine emotions and reactions, fosters a stronger connection with fans. Finally, entertainment, the ability to keep the audience engaged and invested in the outcome, is crucial for maintaining fan interest.

Additionally, the aestheticization of violence in sports, adds to the spectacle. Broadcasters often use slow-motion replays, freeze frames, and selective highlighting of intense moments to transform violent clashes into seemingly artistic performances. This not only captivates viewers but also frames the violence within a narrative of heroism and competition, enhancing the dramatic appeal. The narrative structure of sports events often mirrors classical drama, with a clear beginning, middle, and end, and includes rising action, climax, and resolution. This structure helps fans follow and become emotionally invested in the unfolding drama, seeing themselves as part of the story.

Sport and Competition Essential Reads

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Community and Social Interaction: The Shared Experience

Sporting events offer a unique opportunity for social interaction and community building. Fans come together in stadiums, sports bars, and living rooms to share the experience of watching a game. This communal aspect enhances the excitement as fans celebrate victories and commiserate losses together. The rise of social media has further amplified this sense of community, allowing fans to connect and interact with each other in real time during games.

Celebrity Endorsements: Adding Star Power

The involvement of celebrities in attending and promoting sports teams and events can significantly enhance fan excitement. These endorsements add a level of prestige and attractiveness to the events, drawing in fans who admire these figures. At the 2024 Paris Olympics, numerous stars, including Ryan Gosling, Zendaya, Lady Gaga, and Celine Dion, have been spotted attending and even participating in various events. Celebrities bring a sense of glamour and exclusivity, making events more appealing. Their presence not only boosts the event's visibility but also creates a buzz that keeps fans engaged and excited.

Call me Captain Obvious, but in the end, my mini-investigation into the underlying mechanisms of our excitement around sports events did not yield many surprising results. Indeed, the excitement fans experience during sporting events is a complex interplay of multiple factors. As social and psychological creatures, we are driven by brand loyalty, social identity, emotional connections, compelling narratives, celebrity glamour, and the communal experience of sharing these events with others, among many other things. Anyway, with the summer days and the Olympic Games upon us, it's the perfect time to relax, enjoy, and embrace the shared joy and excitement with our loved ones.