Sports fans experience incredible highs and lows, and spend loads of money on a product over which they have no control. But for a long time, no one bothered to study the minds or impulses of fans. Michael Lewis finds out how that's changing as writers and academics learn more about the powerful psychology of fandom. Just in time for technology to exploit fandom more than ever.

For further reading: 

Eric Simons’ book The Secret Lives of Sports Fans

Research by Murray State University psychology professor Daniel Wann on fandom: https://murraystate.academia.edu/DanielWann

The Henry Tajfel Experiments