Few things bring people together quite like sport. Top-level (0) COMPETITION (COMPETE) attracts huge audiences around the world, but most fans agree that their favourite moments are often personal ones rather than major finals. For amateur 1PLAY, the simple pleasure of a match with friends matters far more than any result. Shared 2ENTHUSE is infectious, and a local team can easily generate a level of 3EXCITE that surprises outsiders. Good 4SPORT behaviour is valued just as much as talent, and a generous opponent is usually remembered more warmly than a brilliant one. Unexpected 5WIN in cup competitions provide some of the most memorable stories. Most fans, however, also insist on basic 6FAIR and are quick to protest when they think a team has been treated unjustly. The loyalty of lifelong 7SUPPORT is a remarkable thing, surviving relegations, bad seasons and the occasional scandal. In the end, sport is rewarding precisely because it is genuinely 8ENJOY, even when your side loses.