Science proves it: Sports are better when watched together

Heineken® 0.0 puts match days to the test – and the results are in

There’s nothing quite like the buzz of watching a match with your mates—the shared anticipation before kick-off, the collective cheers (or groans) at every goal, and the endless post-match debates over what should have happened. Whether it’s the friendly rivalries, the half-time pints, or the sheer joy of celebrating a last-minute winner together, sport has always been about more than just the game itself. Now, Heineken® 0.0 has put that feeling to the test.

Teaming up with leading neuroscience experts Neurons, Heineken® 0.0 ran the Match Day Experiment with Ireland rugby legend Peter O’Mahony and former Irish football star John O’Shea to prove that sports are simply better when watched together.

Using cutting-edge tech, the experiment tracked brain activity and eye movements to compare how watching a match alone vs. in a group impacts the experience. And the results? Turns out, being in good company boosts motivation by 24% before kick-off and keeps emotional engagement 20% higher throughout the game.

To really put it to the test, Heineken® 0.0 recruited two Irish sporting legends: Munster and Ireland rugby star Peter O’Mahony and Republic of Ireland assistant manager John O’Shea.

They both headed to Dublin’s John O’Dwyer’s pub ahead of a big game, but with one key difference—Peter got to enjoy the buzz of watching with a group, while John was left to watch alone. Fitted with EEG caps and eye-tracking technology, their reactions were monitored in real time.

The results are in!

Key findings from the experiment:

Social viewing keeps the buzz alive – Watching with others boosts motivation by 24% pre-match and increases emotional engagement by 20% even during slower moments. When you’re with mates, even the dull bits feel exciting.

Solo viewing is mentally draining – Watching alone is more demanding, increasing mental effort by 22% before kick-off. Basically, it’s more of a slog.

Being with mates makes ‘boring’ moments fun – Social interaction keeps engagement up by 20%, meaning you stay connected to the match, even when play slows down.

Watching alone makes you hyper-focused – Solo viewers stare at the screen 173% longer, but at what cost? They might catch every detail, but they’re missing out on the banter, the reactions, and the full match day atmosphere.

We love watching sports together – but not often enough

It’s no surprise that 80% of people agree that sports are better enjoyed with friends, boosting feelings of sociability, excitement, and connection. Yet, Bounce Insights found that most of us only start watching matches together from the semi-finals onwards. While 75% of fans gather for the final, only 42% watch together during earlier tournament stages. So, we’re missing out on the best bits.

So, next time there’s a match on, do yourself a favour—call your mates, grab some Heineken® 0.0, and soak up the atmosphere together. Science says it’s better that way.