See video
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Aviva Premiership Rugby’s Quest to find League’s “Most Passionate Fans”

This season, Aviva is partnering with the University of Bath to scientifically prove which Aviva Premiership club has the league's most passionate rugby fans, and settle the debate once and for all. The campaign is Aviva’s major campaign for their second season of the title sponsorship of Premiership Rugby.

The research team will visit six Aviva Premiership crunch matches during the season to collect psychological and physiological data from a section of supporters. The scientists have devised an equation for passion, which is based on a range of tests during the match - including fans’ heart rate, noise, and anxiety and testosterone levels. First up was the West Country derby between Gloucester and Bath. Gloucester won the match 23-6, and the fans have got even more reason to celebrate, as they were scientifically shown to have been more passionate than their Bath counterparts on the day, with a 'passion score' of 177 compared to Bath's 129. The initiative has received great coverage so far, including: ITV4 + ITV1’s Aviva Premiership Highlights Show (twice), ITV West Evening News (twice), BBC Points West Evening News, BBC Radio Gloucestershire Breakfast Show, Bath Chronicle and Gloucester News to name but a few. To see what happened on match day, check out ITV's feature above. Stay tuned to the campaign at www.avivapremiership.com/passionate or for more information, contact James Woodroof or Edward Leech in the H+K Strategies Sports Aviva Premiership Rugby Press Office on 0207 413 3225