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Man's devotion to football has been challenged by a new scientific study conducted by professors at University of Bristol and commissioned by Puma in partnership with the advertising agency Droga5.

Analysing the theory that men are more in love with their teams than their wives, the results concluded that fans' affection is five times stronger for their partners than their team. More information is available on the campaign .

The research was carried out by the University of Bristol’s School of Experimental Psychology and led by Professor Bruce Hood and Professor Marcus Munafo, experts in the fields of developmental and biological psychology.