Live sports spectating promotes oxytocin dynamics and heart rate synchrony in casual fans

Oxytocin has been proposed as a pharmacological target for social dysfunction. However, clinical trials of exogenous oxytocin have yielded modest and inconsistent benefits, highlighting the need for naturalistic, non-pharmacological approaches that recruit endogenous oxytocin. This prospective observational field study examined whether live sports spectating in a modest collegiate setting engages endogenous oxytocin and heart rate synchrony, and how these processes relate to social bonding. Sixty casual spectators at two university basketball games provided salivary samples for oxytocin and cortisol and completed psychological questionnaires before the game, at halftime, and after the game, while heart rate was continuously recorded. Oxytocin dynamics were baseline dependent: individuals with low pre-game oxytocin showed clear increases during spectating, whereas those with high pre-game oxytocin maintained elevated concentrations; across both groups, cortisol decreased and the oxytocin-to-cortisol ratio increased, indicating a shift toward an oxytocin-dominant, low-stress hormonal profile. Live spectating also enhanced heart rate synchrony between spectators, and higher oxytocin levels and stronger synchrony were associated with greater enjoyment, stronger unity with players and fellow fans, higher flow, and stronger intention to revisit. Mediation analyses indicated that perceived unity mediated links between physiological responses and experiential outcomes. These findings identify coordinated oxytocin dynamics and physiological synchrony as candidate mechanisms through which live sports spectating can foster social connection and positive psychological states in everyday, low-stakes settings. Live sports events may represent a simple, scalable non-pharmacological approach to engaging oxytocin-related systems and interpersonal synchrony to promote social connection in everyday life.