• 08.14.12

Puma, And Science, Answer The Question: Who Do You Love More–Your Team Or Your Partner?

Agency Droga5 took an age-old sporting question to Bristol University, resulting in perhaps the first ever brand white paper.

Puma, And Science, Answer The Question: Who Do You Love More–Your Team Or Your Partner?

If you’re a hardcore football fan, perhaps you’ve always wondered: If you were forced to stick a symbolic, doom-bearing pin in a doll representing your life partner or your football club, which would you choose?


A new study published by footwear and apparel brand Puma provides the definitive, scientific answer to that question and the broader conundrum: When it comes right down to it, do men (the research appears to revolve exclusively around men) love their football club or their mates more?

And in a surprise twist, the wives have it.

As part of a new Puma campaign marking the launch of football (soccer) season, Agency Droga5 commissioned Bristol University to conduct an impartial study to answer the age-old question about sports fans’ true loyalty. The result is an official, no-kidding white paper that will be published in scientific journals. The upshot: that men actually did love their real-life partners five times as much as their team.

The study was conducted on fans of the Newcastle United football club. Researchers measured their true preferences using a range of methods. In one test, they measure bio-feedback after asking subjects to cut in half a picture of their long-suffering wives, or their beloved black-and-white-clad team. In the aforementioned, somewhat creepy, pin test, they were asked to stick pins in a doll: If they chose the doll representing an NU player, he’d be sidelined for the next game; if they chose the doll representing the Mrs., she’d be sidelined with an unspecified illness for a week (watch the video to find out if any of the test subjects is foolish [and, let’s be honest, sort of psychotic] enough to pick the latter).

Watch the video recap below.

About the author

Teressa Iezzi is the editor of Co.Create. She was previously the editor of Advertising Age’s Creativity, covering all things creative in the brand world.