9:29AM, Wed Aug 15, 2012

Newcastle United Fans Put Their Partners Before Their Club

By Nisha Joshi Location: Newcastle

Video: Who do Newcastle fans love more - their team or their wives?

Geordie men love their womenfolk more than their football club – and it’s official.

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While urban legend has it that many on Tyneside think more of Newcastle United than their wives or girlfriends, scientific research has proved otherwise.

Newcastle shirt manugacturer Puma and scientists at Bristol University asked group of 20 fans to destroy a photograph of their partner and a photograph of their team.

The fans were chosen on the basis that each had been in a romantic relationship for a minimum of five years and had been a Newcastle United season ticket holder for a minimum of five years.

Their stress levels were recorded whilst destroying each picture.

The Newcastle United fans' 'skin conductance responses' - which measures what the fans were really thinking - were 70 per cent higher when asked to cut the photo of their loved one.

Professor Marcus Munafò of Bristol University said: "Men in the UK and around the world are undoubtedly passionate about the beautiful game.

"What we set out to do was measure it in a scientific way and particularly focus on using techniques which allowed us to find out what they (the fans) were secretly thinking even when their actions may have been telling a different story."

Roger Harrison, PUMA UK marketing director said: "Amongst the Newcastle United participants, who are known for being some of the most loyal and passionate fans in the world, it was clear to see supporters chose their wives over the team.

"In a game of two halves it seems it's the other half that wins."

The first stage of the research is now over but with the aim of broadening the scope of the investigation around the world, the team is now calling for fans of any football team, to get involved and take the love or football survey at www.loveorfootball.com