Albicant on 15 July 2013
I think we view teams, brands etc. as extensions of ourselves. For example - I define a small part of myself by the football team that I support; I'm happy when they win, and I'm sad when they lose, because I associate them with myself. I associate them with their city, and they kind of become symbolic for all the times that I had there. I think it's natural to imprint extensions like this, and get more emotionally invested because of it.
