As the final of the UEFA Champions League approaches, the Nissan Excitement Index will use biometric data from supporters to devise a scientific formula for the most exciting match.
Scientists from Loughborough University, an institution that specialises in sports science, will analyse subjects' heartbeat and breathing during matches at the Round of 16 stage across Europe.
Their research will continue until the final, which will be held at Milan's San Siro stadium on 28 May.
Jean-Pierre Diernaz, vice president, marketing at Nissan Europe said: "Excitement is at the heart of everything we do at Nissan. To date no one has found the scientific formula for excitement, and we want to lead the way into exploring and understanding this, starting with football fans.
"By partnering with the experts at Loughborough University we hope to find out what gets football fans most excited and use this intel to facilitate the most thrilling experience possible through our sponsorship of the UEFA Champions League."
In February Nissan commissioned a survey of 5,000 consumers across the UK, Germany, France, Italy and Spain which found that 55% of respondents were more excited by football than sex.
In February Nissan commissioned a survey of 5,000 consumers across the UK, Germany, France, Italy and Spain which found that 55% of respondents were more excited by football than sex.
The brand became the official partner of the UEFA Champions League in 2015, a move that saw it team up with agencies Fuse and TRO for its .
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