For numerous individuals, sports appeal beyond mere recreation; it is a fundamental source of joy and relaxation. The experience of watching sports, especially when part of sizeable gatherings, transcends simple amusement by cultivating a profound sense of community and inclusion among spectators. This shared bond uplifts spirits and yields societal benefits by enhancing health, boosting productivity, and decreasing crime rates. Despite widespread acknowledgement of its beneficial impacts, the research examining the nexus between sports viewership and overall well-being still needs to be explored.
Associate Professor Shintaro Sato spearheaded a pioneering research initiative from the Faculty of Sport Sciences at Waseda University in Japan to address this deficiency. Collaborating with Assistant Professor Keita Kinoshita from Nanyang Technological University and Dr. Kento Nakagawa from Waseda University’s Faculty of Human Sciences, the team employed a holistic multi-method approach. This approach integrated secondary data analysis, participant self-reports, and neuroimaging techniques to delve into how watching sports affects well-being among the general populace. “One major hurdle in the study of well-being is the subjective nature of current measurement techniques, which can lead to skewed results. Consequently, our research leveraged both subjective and objective well-being metrics,” Prof. Sato noted. Their findings were disseminated in an article published online in the Sports Management Review on March 22, 2024.
The initial phase of their study involved analysing extensive publicly accessible data on the impact of sports viewership on 20,000 Japanese citizens. This phase reinforced the consistent pattern that regular sports viewers report higher levels of well-being. Nevertheless, this phase was constrained by its limited capacity to explore the deeper dynamics between sports engagement and well-being.
In a subsequent online survey involving 208 participants, the research aimed to discern if the well-being benefits from watching sports varied with the sport watched. Participants were shown different sports videos, and their well-being was assessed pre- and post-viewing. The results highlighted that mainstream sports like baseball significantly boosted well-being more than less popular sports like golf.
The research reached its most innovative juncture in the third phase, where the team utilised neuroimaging technology to examine changes in brain activity after participants watched sports clips. Employing advanced multimodal MRI neuroimaging techniques, they studied the brain activity of fourteen healthy Japanese participants. The neuroimaging results revealed that sports viewing activated the brain’s reward pathways linked to feelings of happiness and satisfaction. Moreover, a significant discovery in the structural image analysis showed that individuals who frequently watched sports had greater grey matter volume in brain regions associated with these reward circuits. This suggests that habitual sports viewing might instigate long-term modifications in brain architecture. “Our findings indicate that both subjective and objective aspects of well-being are positively impacted by sports viewing. Over time, it appears to promote enduring changes in the brain’s reward mechanisms, providing long-term advantages for individuals. For those aiming to improve their well-being, regularly engaging in sports viewing, especially popular sports like baseball or soccer, could prove to be an effective strategy,” Prof. Sato elaborated.
This study broadens the academic discourse in sports management and holds substantial implications for real-world sports management practices and public health policy development. Unlike most existing literature that focuses narrowly on sports fans, this study encompasses a broader demographic irrespective of their engagement with sports, potentially guiding future policies and practices in the field.
More information: Keita Kinoshita et al, Watching sport enhances well-being: evidence from a multi-method approach, Sport Management Review. DOI: 10.1007/s00394-023-03123-x
Journal information: Sport Management Review Provided by Waseda University
