Dr. Luke Potwarka spoke with Kevin Nielsen of Global News about his study, Understanding Sport Viewership Experiences: A Neuroscience Approach . The University of Waterloo research used functional near-infrared spectroscopy, a non-invasive brain imaging tool to compare how passionate and casual hockey fans experience games.
Participants watched a 2018 European Hockey League game while their brain activity was monitored. Results showed that highly committed fans displayed greater activation in brain regions linked to evaluation and judgment, especially during offensive faceoffs, while casual viewers showed less engagement.
Described as a proof of concept by PhD candidate Adrian Safati, the study highlights how neuroimaging can help uncover what drives fan attention and emotion. Potwarka notes that these insights could inform how sport events and broadcasts are designed to enhance engagement among both casual and dedicated fans.