Researchers from the University of Tsukuba in Japan have revealed that attending live sporting events with others not only provides enjoyment and entertainment, but may also contribute to strengthening social bonds and reducing stress.
This was achieved by stimulating the release of oxytocin, known as the "love hormone," which is the hormone responsible for promoting trust, empathy, and a sense of belonging.
Previous studies confirm that strong social relationships play a vital role in supporting mental health, while difficulties in connecting with others are linked to disorders such as depression, social anxiety disorder, schizophrenia, and post-traumatic stress disorder. Previous research has also shown that administering oxytocin intranasally may improve feelings of social bonding to a limited extent, prompting researchers to explore natural ways to stimulate the body's production of this hormone.
In the study published in the journal Translational Psychiatry, researchers investigated whether watching sports matches in front of an audience could naturally achieve this effect.
Lead researcher Takashi Matsui said the idea for the study stemmed from a simple question: "How much direct interaction does a person need to feel connected to others?" He noted that his interest in sports, particularly judo, inspired him to research the role of sports activities in promoting cooperation and empathy among people.
The study included 60 spectators who attended two university basketball games at the University of Tsukuba. Before, during, and after each game, researchers collected saliva samples to measure levels of the hormones oxytocin and cortisol. They also monitored heart rate using wearable sensors and asked participants to complete a questionnaire about their feelings, how much they enjoyed the game, and their desire to attend other games.
Oxytocin is a hormone associated with social bonding and trust, while cortisol is associated with high levels of stress and anxiety.
The results showed that oxytocin levels increased in participants whose levels were low before the game, while cortisol levels decreased during viewing, indicating a reduction in stress.
The researchers also observed greater synchronization in heart rate among spectators, a physiological indicator associated with feelings of engagement and social connection. This synchronization was linked to elevated oxytocin levels, along with increased feelings of belonging, enjoyment, and immersion in the game, as well as a greater desire to attend other sporting events.
Matsui explained that the results indicate that watching sports matches may provide a simple and accessible way to promote social bonding, even without direct interaction or physical contact between attendees.
He added that the team is continuing its research to find out the factors that make some people benefit more than others, including the impact of match results, previous experience in sports, and how what is known as the "social mind" develops through life stages, with the aim of designing viewing environments that promote a greater sense of connection.

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