We experimentally investigate team spirit, the willingness to sacrifice for advancing the interests of a group. We run a multi-stage trust game with mobile-phone users at a FIFA world cup 2014 public viewing event and observe a high willingness to sacrifice, much higher than when replicating the study in a classroom. By help of multiple treatments we find that this is not due to the field’s heat of the moment but to the salience with which a common aim is stated. Our findings are informative on group dynamics and collective action.

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