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By closely considering how the passion expected from the reader is objectified in the newspaper L’Équipe, we will seek to clarify the various modes in which it can be called cognitive. We will do so based on the way the reader’s own feelings become involved in the news he learns about in the newspaper, as well as the way the schemata that organize knowledge (headings and categories in which it is distributed daily) bear the mark of the reader’s supposed passion, whose cognitive appetite they seek to stimulate and whom they equip with predictions, comparisons, connections . . . Finally, we will examine whether cognitive passion refers not only to the chronicle but also to the legend, growing from a back and forth movement between the two by invoking in the present major events of the past and the emotions related to them, that is, by the way in which they become the heritage of present events.