Even if your team isn’t on the field, the Super Bowl has a way of getting under your skin. You swear you’re just watching for the commercials—or maybe the halftime show—yet there you are, pacing the living room, feeling every big play like it somehow matters to you. For one night, millions of people are locked into the same experience, sharing the highs, the tension, and even the heartbreak in real time.
But why why does a game we don’t technically "belong" to still hit so close to home?
To unpack that emotional pull, we spoke with Dr. Patrick McElwaine, Associate Professor and Director of the Graduate Counseling Psychology Program at Moravian University. He explains why Super Bowl feelings linger long after the confetti falls and what our investment in the game says about who we are.
"Part of it is how rare it is now for so many people to be watching the same thing at the same time," Dr. McElwaine says. "For a few hours, it feels like we're all tuned into the exact moment, and there's something comforting about that."
"I'll catch myself rooting for or against a team because I like them, dislike them, or just want to see how the story ends. You might also get connected to a team player's redemption story, like Sam Darnold, who was a journeyman around the league and is now playing in the Super Bowl. You also may still harbor feelings about a team that you dislike for one reason or another or whether they are your favorite team's arch nemesis."
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Why do some Super Bowl losses stick with us longer than wins?
Dr. McElwaine puts it simple: "Losses linger."
"Wins feel great, but they don't seem to hang around the same way. That's because disappointment tends to leave a deeper mark than joy. The Eagles beating the Patriots in Super Bowl 52 was unforgettable. But the loss to New England in Super Bowl 39 still sits with me differently. I remember exactly how that felt. That's why, years later, with the Patriots playing the Seahawks in this year's Super Bowl, I find myself quietly rooting for Seattle. Wins make us happy. Losses become memories we carry."
"We like to think we choose teams logically, but most of the time it happens fast and emotionally," he says. "It might be a player, a city, a color, or a memory tied to someone we care about. Usually, the choice comes first. The explanation comes later. We decide with our gut and then fill in the reasons."
Why do underdogs pull us in so strongly?
"Underdogs tap into something familiar" says Dr. McElwaine. "Most of us know what it feels like to be underestimated or counted out. When we root for an underdog, we're often rooting for effort and perseverance to matter. It's not just about winning. It's about hope. It's about believing that grit still counts for something."
"Sports fandom is really about connection, Dr. McElwaine adds. "Teams give us shared rituals, shared language, and shared experiences. They give us a sense of belonging. Wearing Eagles green, Bills blue, or any other team colors isn't just about the team. It's about identity, loyalty, and community."
Why do insults toward our team feel personal?
"When someone insults your team, it can feel like they're aiming it at you," Dr. McElwaine explains. "That's because, in a real way, your team becomes part of your identity. Even when we know it's not logical, the reaction is emotional and automatic."
"Big games wake up the body," the expert shares. "Heart rate goes up. Muscles tense. For some people, that feels exciting. For others, it feels uncomfortable. Neither reaction is wrong. What matters is paying attention to how it affects you and knowing when you need to step back."
Are fans today more emotionally invested than past generations, or just louder?
People have always cared deeply about sports, but Dr. McElwaine says seeing it play out in real time is what makes the difference.
"Social media didn't create intense fandom," he adds. "It just puts a microphone in front of it. Social media has given us a glimpse into die-hard fans watching their teams celebrating big plays and melting down when things go poorly. I believe this has always been around, but now we watch some fans experience the roller coaster of emotions with a giant spotlight and a megaphone!"
What's the healthiest way to handle intense game-day emotions?
"Enjoy the passion but keep perspective," Dr. McElwaine says. "Take breaks. Move your body. Remind yourself that disappointment is uncomfortable, but it's survivable."
The 2026 Super Bowl LX will be broadcast live on NBC and streamed on Peacock on Sunday, Feb. 8, 2026, at 6:30 p.m. ET from Levi's Stadium in Santa Clara, California.
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