No matter what country you're in, you'll find at least one body-painted sports nut willing to act a fool in the name of fandom. To figure out what makes these hooligans tick, Sharp's setting up trucks outside EuroCup 2012 matches to measure fans' brainwaves using biometric technology. Once inside these mobile FanLabs, volunteers will watch the game while wearing the company's NeuroSky headsets - a super sensitive EEG that uses dry electrodes to measure cerebral activity.
Engadget, Sharp FanLabs goes inside soccer fans' minds, measures loyalty with brainwaves (video)
