In live sports, emotion is everything. The goosebumps when the anthem ends. The roar after a three-pointer. The buzz in the crowd when the game is on the line. These moments don’t just entertain fans—they create memories, loyalty, and the magic that keeps them coming back.
But here’s the challenge: most teams don’t actually know which moments matter most to their fans—or why.
For decades, teams have relied on surveys and focus groups to gauge fan experience. The problem? Surveys don’t measure what’s really happening in the moment.
They can’t capture the experiencing self—the version of the fan who is actually in the arena, living the highs and lows of the game. This is what actually drives memorable moments, social sharing, purchases, and fan loyalty. Instead, surveys rely on the remembering self—the fan filling out a questionnaire hours or days later, reconstructing the experience from memory.
And memory is messy. Fans forget details. The peak-end rule means their answers are often shaped by just one standout moment (good or bad) and how the game ended—rather than the entire experience. Add in bias—fans wanting to be polite, justify what they spent, or avoid sounding negative—and you end up with data that’s incomplete at best, misleading at worst.
The Cleveland Cavaliers were ready for more than guesswork. They wanted real insights, in real time—a way to understand how fans were actually feeling as the game unfolded.
Like many pro teams, the Cavs leaned on surveys to measure fan engagement. Helpful? Sure. But also flawed. Fans forget details. Answers are influenced by outside factors. And surveys rarely tell you which specific moments spark joy—or cause frustration.
Without a clear, moment-by-moment understanding of fan sentiment, the Cavs were left making expensive guesses about everything from which entertainment activations to invest in to when fans might be most receptive to retail and marketing offers.
They needed more than feedback—they needed reliable in-the-moment data that can't be faked.
Enter Immersion Neuroscience and our groundbreaking Value Measurement solution.
Value Measurement combines 20 years of neuroscience research with wearable technology to capture real-time emotional impact. It deploys through the SIX app, which pairs seamlessly with everyday wearables like Apple Watch, Whoop, and Oura Ring to turn raw biometric signals into clear, actionable insights.
Instead of relying on “I think” and “I feel,” the Cavaliers could finally see what fans were actually experience and connecting with—moment by moment, in real time.
Here’s what Value Measurement captured:
Value – How much each moment emotionally resonated and stuck with fans long after the buzzer.
Safety – How comfortable and at ease fans felt throughout the experience (because nothing kills a good time like confusion or stress).
Collective Key Moments – The emotional peaks that turn a game into a lifelong memory that fans will share with others.
During two home games (vs. the Knicks and Grizzlies), 118 fans from multiple seating tiers—both members and non-members—opted in, paired their smartwatch or slipped on Bluetooth sensors provided onsite, and shared their brain’s reactions in real-time through SIX.
Each game generated 1.5 million individual data points, creating a remarkably detailed map of what fans were feeling from the opening hype video to the final buzzer and exit.
What we discovered was eye-opening:
The games delivered movie-level emotional impact. Fans’ emotional connection (what we call Value) was as strong as what people feel watching a hit family film—and even higher than an Oscar-nominated movie.
Pre-game moments sparked the exceptional energy. The DJ booth, Zoom Fan Cam, and Honorary Ball Kids created spikes in emotional impact. These are the perfect moments for teams to highlight sponsors, sell merch, or tease season tickets—when fans are already buzzing.
VIP perks truly lift the experience. Fans in the Club section were 16% more emotionally engaged and 10% more comfortable (Safety) than fans in other areas. They also experienced more collective Key Moments than those seated elsewhere. Imagine sprinkling VIP-style surprises throughout the arena—making every fan feel like a VIP.
Members felt even more connected. Members had more meaningful emotional moments than non-members. They experienced 6% higher emotional impact and 4% more psychological safety during the game with a wide point spread, and 3% more emotional impact (with equal safety) during the Grizzlies game, which was a tighter run.
Fans carried the energy out of the arena. Emotional impact stayed high through the fourth quarter and after the game. That’s the perfect window to invite them to buy merch, claim offers, or secure tickets for the next game—while they’re still riding the emotional high.
Uncover potential friction points. In one section, fan Safety dipped after the game, signaling that wayfinding or exits might need improvement. Fixing small issues like this keeps fans comfortable and eager to come back.
Superfans are younger than you think. Fans aged 16–35 had the strongest emotional connection, showing that Gen Z and Millennials crave experiences that make them feel like part of something bigger. These fans are ripe for driving loyalty and social sharing.
From the NBA to the NFL, MLB, MLS, and even top NCAA programs, every team is chasing the same goal: deeper fan connection that drives revenue.
Value Measurement delivers exactly that. It unlocks a clear, science-backed view into fans’ emotional engagement—what’s really hitting, what’s falling flat, and where the biggest opportunities lie.
Here’s what it can do for any sports organization:
Access to the unspoken. Surveys only reveal what fans remember—meaning you're only getting a few snapshots of the full experience. Value Measurement shows what they actually experienced in the moment as the game unfolded—revealing which plays, performances, and in-game entertainment activations create lasting emotional impact.
Revenue opportunities hiding in plain sight. See exactly when emotional energy spikes so you can time merch drops, sponsor activations, premium seat promotions, and ticket sales offers when fans are most ready to buy.
A map of your superfans. Identify the most emotionally connected fans—the ones most likely to renew season tickets, bring friends, share on social, and fuel your community.
Friction-point fixes. If Safety scores drop in a certain section, you’ll spot it instantly—so you can smooth wayfinding, address crowding, or improve concessions before those issues turn into lost revenue.
Beyond the arena. Value Measurement can even be integrated into team apps, allowing you to capture fans' emotional connection while they watch from home. That means teams can extend their reach into watch parties, away-game gatherings, and sponsorship moments outside the stadium—turning every interaction into a measurable, monetizable experience.
For the Cavaliers, this wasn’t just about data—it was about clarity.
Clarity on which moments create magic.With neuroscience and Value Measurement, the Cavs moved beyond assumptions and into science-backed strategy—and any team can do the same.
Because when you measure what brains love, you can design experiences fans never forget.
Every cheer, every sigh, every surge of energy in your arena tells a story. Your fans are already showing you what matters most—they just aren’t saying it out loud.
Value Measurement turns those unspoken reactions into actionable insights.
With it, your organization can:
Spot the moments that spark lasting loyalty—and the ones that fall flat.
Find your superfans—the people most likely to renew, bring friends, and spread their excitement online.
Time merch offers, sponsor activations, and ticket sales to the exact moments when fans are most emotionally primed to act.
Uncover and fix hidden friction points before they cost you return visits or revenue.
Extend the magic beyond the arena by integrating Value Measurement into your team app—measuring the connection at home, at watch parties, and everywhere in between.
The data is there. The emotion is there. Are you ready to see it—and use it—to transform your fan experience? Let's Talk!