The body is an input device to the brain, and putting your body in a stadium alongside other bodies and making it do the Wave is a cheat code for unlocking feelings of solidarity and excitement that are almost impossible to achieve otherwise.

Wikipedia says that fan loyalty, particularly for team sports, is different from brand loyalty. If a consumer buys a product of lower quality than expected, he or she will usually abandon allegiance to the brand. Fan loyalty, however, often continues even when the team performs poorly year after year.

And this makes sense, because sports are largely