PUMA and science answer the question: Football or Love? PUMA, Newcastle United Football Club and The University of Bristol use science to answer the age old question: What do fans love more, their team or their partner? Together with professor Bruce Hood, MPhil, PhD, and professor Marcus Munafo, MSc, PhD, experts in the fields of developmental and biological psychology at the University of Bristol's School of Experimental Psychology, PUMA conducted an academic study to get the definitive answer. Women put off by the prospect of their man turning on to watch the start of the new football season have no need to fear. According to new findings gathered by the University of Bristol and commissioned by PUMA, men told scientists they felt as much affection for their football team as they did for their loved one, however, their unconscious stress levels tell a different story. Renowned for their passionate support, a group of twenty Newcastle United FC fans were selected as the research group. As part of the experiments all of the participants were asked to cut-up a photograph of their partner and one of their beloved Newcastle United FC team, scientists witnessed fans stress levels soar up to 70 per cent when destroying the photograph of their other half -- a far higher deviation than when cutting up pictures of Newcastle United players. Used to uncover fans 'true' feelings the scientists focused on the participant's implicit reactions to their tests using a Skin Conductance Response machine. This allowed them