Rivalry isn't one of the seven deadly sins-but perhaps it should be the unofficial eighth. In the Redefining Rivalries podcast, sponsor generated content for Billions on SHOWTIME, produced by WSJ Custom Studios, a unit of the advertising department of The Wall Street Journal, the intricacies and impact of competition will be explored in four distinct areas. On this episode, we will delve into the ups and downs of sports rivalries. Why do we feel more competitive with certain teams and not others? Can a big loss actually have a neurological impact on fans? Sports Illustrated editor John Wertheim and Tufts psychologist Sam Sommers, the authors of This Is Your Brain on Sports: The Science of Underdogs, the Value of Rivalry, and What We Can Learn from the T-Shirt Cannon have some insight that might surprise you. WSJ. Custom Studios is a unit of The Wall Street Journal advertising department. The Wall Street Journal news organization was not involved in the creation of this content.