The Know Rivalry (KR) Project is the source for rivalry data and analysis that combines academic rigor with industry insights. KR has surveyed thousands of sports fans across several major leagues and intercollegiate conferences as part of an ongoing research collaboration involving professors, students, and alumni from various partner universities. Research findings have revealed #10RivalryElements in three primary categories: Conflict Conditions -- Consistency, Conspicuous moments, Conspicuous characters, Competitiveness Strong Similarity -- Shared supply pool, Spatial proximity, Synonymous values/appearance Deep Disparity -- Dominance, Different values/appearance, Discrimination by authorities The KR Project has published research analysis of rivalries in several peer-reviewed academic journals and presented findings at conferences on four continents.