The Super Bowl isn’t just a game. It’s a neurological event. From dopamine spikes to tribal instincts, here’s why your brain goes all in on game day.

Ever notice how sometimes the anticipation of something feels just as good — if not better — than the moment itself? That’s not indulgence… it’s neuroscience. The brain is exquisitely wired to chase what might be next, lighting up not only when we experience pleasure, but when we imagine it.