By: Michelle Edelman and Amy Hubbell

We're raised to believe hate is an extreme feeling reserved for dictators and criminals. To lead with kindness, embrace differences and rise above petty conflicts. And we love that for us. BUT—  

When it comes to sports, a healthy dose of hate is not only tolerated but zealously embraced. And this year, as the Kansas City Chiefs prepare to take the field for yet another Super Bowl, we have to ask: Is it okay to hate them?

Absolutely. Turns out you can. And you should.

As experts in joy-based emotions, we set out to study what hating the other guy has to do with enjoyment of the game. 1,000 Americans gave the Brand Joy Lab their opinions.

We found that about half of the general population believe it’s perfectly acceptable to express hatred in sports rivalries. Among self-identified “super fans” of football, that number jumps to over 60%. And they don’t just accept it—they enjoy it. Rivalries make fans feel more competitive, more connected, more energized—more joyful.

But we have a problem. According to an Emerson College poll, while only 29% of Americans want the Chiefs to prevail this Sunday, 36% have no opinion. If you’re in that number, please consider flipping your vote.  

Having a hard time hating? It’s possible some of those folks just don’t want to face their disdain.

The Chiefs Are Hated for More Than Wins and Losses

In the sports world, like the brand world, David and Goliath stories appeal to fans. As Popeyes fights a battle against Chick-fil-A for a slice of the sandwich market, the Eagles will take the field to turn the momentum of the Chiefs dynasty—or “kingdom,” as they put it.

Even before this season started, a study of social media sentiment listed the Kansas City squad as the most hated in football. But why?

Because the greater the foe becomes, the more we want to see them fall. Of all the causes to hate on a rival, the Brand Joy Lab found that a team’s arrogance trumped reasons like the opposing fan base, the players or even past wins and losses.

With back-to-back Super Bowls—and some would say the referees—in their pocket, we have every reason to see the team as a swaggering Goliath in need of a take down. Add the fact that a key player is dating the biggest pop star on the planet, and the Chiefs seem like something even bigger than a football team, like a monolithic cultural force shattering the illusion of competition year after year. (They have their own Hallmark movie, for Pete’s sake!)

Our data finds that underdogs are far less likely to be hated, and for good reason. In a David versus Goliath story, the fans who believe that their team, or their brand, can prevail become personally invested.

Why Sports Hate Feels Good

Rivalries don't just fuel competition—they fuel us. They make the game feel bigger, the stakes feel higher, and every moment feel more electric. A normal win is satisfying, but a win against a rival? That's euphoric.

Sports hatred, when done right, isn't about actual anger. It's about engagement. It gives fans something to rally around, a shared mission that makes watching, debating, and even trash-talking more fun. The Brand Joy Lab found that:

• 90% of super fans say rivalries make being a fan more enjoyable. The tension, the anticipation, the bragging rights—it all amplifies the experience.

• 86% feel closer to their fellow fans after engaging in rivalry-related activities. Cheering for your team is one thing, but cheering against a common enemy? That's a bonding experience.

• Rivalry-related activities make 52% of fans feel more competitive. It's not just about watching—fandom takes you from spectator to participant.

The emotional benefits of hating our rivals keep us engaged and connected, but they don’t spill over into negativity outside of sport. Fans in our survey were more likely to accept people of differing faiths, races, and political parties—in fact they’re much more likely than non-fans to befriend someone with those differences.  

Not All Hate Is Created Equal

Of course, not every form of sports hatred is acceptable. While many fans feel comfortable trash-talking teams and players, there are unspoken rules about what crosses the line.

Pro Athletes? Fair Game. 58% of Americans say it’s okay—at least occasionally—to express hatred toward a highly paid professional athlete. Among super fans, that number jumps to 75%. When someone is making millions, fans feel justified in giving them a hard time.

Amateur Athletes? Off-Limits. High school teams, and to a lesser extent college teams, are considered sacred—57% say high school teams should be completely off-limits.

Coaches and Management? Now We’re Talking. For super fans, team executives and coaches are the most acceptable targets for sports hate. It makes sense—fans see them as responsible for their team’s success or failure, and they aren’t suiting up to risk injury on the field.  

The Language of Rivalry: Memes, Trash Talk, and Schadenfreude

So how do fans actually express their sports-fueled antagonism? They don’t just bottle it up—they share it.

Our survey found that 76% of super fans engage with rivalry-related content online. Memes and jokes are by far the most popular way to participate, but love for fan-made videos and historical rival stories demonstrates the connection these conflicts make us feel, to ourselves and one another.

Fans don’t just want to see their team win—they want to revel in their rival’s failure. Over a third of fans admit to watching rival games just to see them lose.

But even then, most fans rarely or never feel regretful for actions taken against opponents. For all the memes and comments, we know not to take things too far.

The Joy of a Little Healthy Hate

At its best, rivalries engage fans in the healthy side of hating. It’s a socially acceptable way for us to channel competitive instincts, build camaraderie, and make the highs of victory even sweeter.

So go ahead. Hate-watch the Super Bowl. Post that anti-Chiefs meme. Share that fan conspiracy video. Because in sports, a little hate makes the game a whole lot more fun. So, what do you say? Will you join us in the joy hatred this Sunday? Fans everywhere are counting on you.