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For decades, the enjoyment derived from sports has been a cornerstone of relaxation and community bonding. Now, a groundbreaking study led by Associate Professor Shintaro Sato from the Faculty of Sport Sciences at Waseda University, Japan, sheds new light on the profound impact of sports viewing on individual well-being and brain structure.
Published online on March 22, 2024, in Sports Management Review, the study, conducted in collaboration with Assistant Professor Keita Kinoshita from Nanyang Technological University and Dr. Kento Nakagawa from the Faculty of Human Sciences at Waseda University, employed a multi-method approach to explore the relationship between sports consumption and well-being.
Addressing a gap in existing research, Professor Sato’s team integrated subjective self-reports, neuroimaging measures, and secondary data analysis to comprehensively assess the effects of watching sports on the general population’s well-being.
The first phase of the study analyzed data from 20,000 Japanese residents, confirming the sustained elevation of reported well-being among regular sports viewers. While affirming this association, the study revealed limitations in understanding the nuanced dynamics between sports consumption and well-being.
In response, the researchers conducted an online survey involving 208 participants to investigate whether the type of sport observed influenced well-being. Surprisingly, the study found that widely embraced sports, such as baseball, had a more profound impact on enhancing well-being compared to less popular sports like golf.
However, the most groundbreaking aspect of the research emerged in the third study, where neuroimaging techniques were employed to scrutinize alterations in brain activity following sports viewing. By analyzing the brain activity of fourteen participants while they watched sports clips, the study revealed activation in the brain’s reward circuits, indicative of feelings of happiness or pleasure. Remarkably, structural image analysis showed that individuals who reported frequent sports viewing exhibited greater gray matter volume in regions associated with reward circuits, suggesting that regular sports consumption could induce long-term changes in brain structures.
Professor Sato emphasized the significance of the findings, stating, “Both subjective and objective measures of well-being were found to be positively influenced by engaging in sports viewing. By inducing structural changes in the brain’s reward system over time, it fosters long-term benefits for individuals.”
This research extends beyond the realm of sports fandom, offering implications for public health and sports management practices. By emphasizing the broader impact of sports viewing on the general population’s well-being, the study provides valuable insights for policymakers and health professionals alike.
In a world where the pursuit of well-being is paramount, the simple act of watching sports, particularly popular ones like baseball or soccer, may hold the key to fostering happiness and rewiring the brain for long-term benefits.
