Believe it? Now see it on BT Sport

In a football world that doesn’t always make fans its top priority, the agency Saatchi & Saatchi wanted to show fans that BT Sport values them like no-one else. There’s a fine line between belief and delusion. In fact, you’d be surprised what fans genuinely believe in when it comes to their unwavering love for their team... There’s nothing like the pure confidence and belief that fans feel at the start of the season. So we collected, tested and celebrated these beliefs and we put fans' beliefs and predictions to the absolute, ultimate scientific test.

In a top neuroscience lab we used cutting edge science to test their beliefs and find out if they really do think they’re true, or just something they’re saying to be contrary and join in with the pre-season banter. We wanted to know who they think is under and over rated, who’s going to fly next year, the wildest table finishes and beyond. We then analysed each belief and will use it to spark some fun, debate and engaging conversation amongst fans, BT Sport Talent and influencers which led to the BT Sport Believe It Lab.

Directed by A Common Future.