Visit emeraldpublishing.com/platformupdate to discover the latest news and updates, Answers to the most commonly asked questions here, 2022, Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson, References marked with an asterisk indicate studies included in the review, Examining the relationship between brand emotion and brand extension among supporters of professional football clubs, Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Brand image and fan loyalty in professional team sport, Club members in German professional football and their attitude towards the 50+1 RuleA stakeholder-oriented analysis, Uniting a sport teams' global fan community: prototypical behavior of satellite fans enhances local fans' attitudes and perceptions of groupness, A child's Christmas in America: Santa Claus as deity, consumption as religion, The effects of emotions on football spectators' satisfaction and behavioural intentions, Football's emerging market trade network: ego network approach to world systems theory, Experiential marketing in sport spectatorship services: a customer perspective, The Politics and Culture of FC St. Pauli: from leftism, through anti-establishment, to commercialization, A digital ethnography of fan reaction to sponsorship termination, Football fandom and Disneyisation in late-modern life, Influence of the virtual brand community in sports sponsorship, The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Divided loyalty? We empower you to efficiently solve each new challenge and make your life better and easier. 2, pp. These changes may negatively affect fans' engagement with and perceived value of being fans (Tinson etal., 2021; Hognestad, 2015). 35 No. Rohde, M. and Breuer, C. (2017), The market for football club investors: a review of theory and empirical evidence from professional European football, European Sport Management Quarterly, Vol. All fans want to see their team succeed and are not fussy about the sponsor's logo on the team shirt or billboards around the ground. This review also concludes that as many studies are based in Anglo-Saxon contexts, we lack a holistic understanding of the nature of commercialization of elite sports. Koenigstorfer, J., Groeppel-Klein, A. and Kunkel, T. (2010), The attractiveness of national and international football leagues: perspectives of fans of star clubs and underdogs, European Sport Management Quarterly, Vol. 1012-1026, doi: 10.1080/14660970.2015.1133416. Thus, is it fair to conclude that fans respond to and are affected negatively by an increasing commercialization of elite sports? (2012), New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Soccer and Society, Vol. * Lee, M.S., Sandler, D.M. Commercialization contributes to tensions between the local and the global, for instance, between fans and local teams, and fans and foreign teams living in the same area (Evans and Norcliffe, 2016). As a final stage, we assessed leading marketing journals, with an explicit perspective on individuals as customers. This rise in commercialisation has almost become part of the modern game, but it is important to remember it has positive and negative effects on the sport, the players and the fans. Erik Winell, PhD Student is a doctoral student at the School of Business, Economics and Law at Gothenburg University. As elite sports are often characterized by close bonds between fans and teams or athletes, the different dimensions of commercialization impact this relationship. 51 No. 880-896, doi: 10.1080/14660970.2011.609686. Still in a European context, more specifically German elite football, studies have provided more nuanced understanding to commercialization as both negative and positive responses have been presented, e.g. Commercialisation is about media exposure for the sport. * Hognestad, H.K. * Numerato, D. and Giulianotti, R. (2018), Citizen, consumer, citimer: the interplay of market and political identities within contemporary football fan cultures, Journal of Consumer Culture, Vol. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. 5 No. This is at a time when there is national worry about the health of young people with regards to what they eat and the level of exercise they participate in. 123-146, doi: 10.1177/1012690210362426. 28 No. There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. According to commercial ideals, having a modern stadium is deemed fundamental. 1835-1853, doi: 10.1080/09523367.2017.1341873. In terms of geographical areas, many European contexts have a different history, and way of commercializing than England. * Petersen-Wagner, R. (2017), The football supporter in a cosmopolitan epoch, Journal of Sport and Social Issues, Vol. The varying implications for fans are also present when looking at the main outcome variables. Therefore, in line with Garca and Welford (2015), future research must delve into other types of elite sports and other geographical settings to understand how commercialization affects fans to elite sports. This implies that fans increasingly construct their self-identities using commercial elements that best fit their own desire, in contrast to previously more community-oriented self-identification (Petersen-Wagner, 2017). The resulting themes emerged without any specific analytical or theoretical model and set the basis for the analysis and research agenda. 392-412, doi: 10.1080/16184742.2016.1276208. 26 No. Loyalty thus refers to both the psychological connection and intention to remain a fan to a team, as well as the behavioural aspects of being a fan, such as if and to what extent the fan attends games (Bauer etal., 2008). Dubal (2010) illustrates that these frictions can open up fans to increase their influence through, for instance, uniting in fan communities. 3, pp. Additionally, Dubal (2010) recognizes the rise of tensions regarding modern football adopting market-based structures. psychological and behavioural loyalty (Bauer etal., 2008). While there can be certain negative effects resulting from commercialization such as the tried and true concept of "manufacturing consent"; there are also huge positives to commercialization such as the ability to broadcast to society the existence of something in the . Grnroos, C. and Voima, P. (2013), Critical service logic: making sense of value creation and co-creation, Journal of the Academy of Marketing Science, Vol. These themes are to some extent overlapping, and studies sometimes focus on more than one of the consequences for fans. 44-68, doi: 10.1177/0193723518800433. For instance, in the dominant setting, i.e. Funk, D.C. and James, J. Youth Kia Wazza; Commercialization of Sports -- What Good? (2018), Sport team emotion: conceptualization, scale development and validation, Sport Management Review, Vol. Frew and McGillivray, 2008; Real and Mechikoff, 1992; Meng etal., 2015), Commercialization shift heavily involved fan identities into becoming more like passive consumer identities (e.g. Giulianotti, 2002; Numerato and Giulianotti, 2018; Petersen-Wagner, 2017), Commercialization may alter identities of fans through teams and sports seeking to internationalize their reach and fan bases leading to a diversity of identities (e.g. cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). 2, pp. Gantz, W., Wang, Z., Paul, B. and Potter, R.F. 815-829, doi: 10.1177/0038038511413426. Merkel, 2012), and the pursuit of teams to engage with more fans (e.g. Four papers explicitly touched upon fan loyalty in connection to commercialization. (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. Additionally, the lack of papers in other geographical contexts, distant from Europe, is also striking when assessing the geographical homogeneity of the reviewed papers. Table2 highlights the methods used in the research to date. This article focuses on three aspects of the historical relationship between sport and industry. The authors illustrate five dimensions generating emotions among fans in stadiums: customers' density, customers' appearance, customer behaviours, arena ambiance and arena design (Uhrich and Benkenstein, 2012). 1, pp. 12 No. 48 No. (2016) illustrate that as sponsors increase in numbers, it is important for the sponsoring brand to match its brand identity with the team identity. 407-418, doi: 10.1016/j.smr.2018.06.001. However, there is a general shortage of quantitative studies to test the specified relationships on larger samples. 6, pp. The paper highlights the complex and dynamic nature of commercialization. He started his PhD studies in autumn 2019 and has his research interest in the nexus of elite sport commercialization, customer engagement and value co-creation. Uhrich, S. (2014), Exploring customer-to-customer value co-creation platforms and practices in team sports, European Sport Management Quarterly, Vol. Therefore, the purpose of this review is to develop a holistic understanding of extant studies addressing the impacts of elite sport commercialization on fans. Advantages And Disadvantages Of Commercialisation Of Sports 14 No. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. Dixon, 2014; Kennedy, 2012). 9, pp. and Emery, P.R. 5, pp. (2003) comprising three main stages: planning, conducting, and reporting. 37 No. * Woisetschlger, D.M., Haselhoff, V.J. Thani, S. and Heenan, T. (2017), The ball may be round but football is becoming increasingly Arabic: oil money and the rise of the new football order, Soccer and Society, Vol. Finally, attitudes among fans have also been studied in relation to the increased tensions between the local and global that commercialization contributes to. A level PE - commercialisation and the media Flashcards Sponsorship places on the team clothes increasing in worth, Transforming ownership structures of elite sport teams and increase in private owners, Private investors taking over to either make profits (e.g. 6) Difficulty in minority sports getting any sponsors. Commercialization of sports results in an industry that provides revenue for national and local economics through event revenue, taxes, employment and sponsorship. The marketing of professional sports leagues, The key role of sport policies for the popularity of women's sports: a case study on women's soccer in Germany, Engaging fans through social media: implications for team identification, Football fans and clubs in Germany: conflicts, crises and compromises, The future of professional football: a Delphi-based perspective of German experts on probable versus surprising scenarios, Sport, Business and Management: An International Journal, Alternative to what? However, commercialization, such as more revenues from sponsors, increases the possibilities of recruiting better players or modernizing club facilities that may be embraced by fans. Those reactions span from the formation of a negative attitude towards the involved businesses or clubs to a complete boycott of the sport itself (e.g., Crompton 2014; Howard 1999), which ultimately widens the gap between the sports fans on the one side and . Heere, B., James, J., Yoshida, M. and Scremin, G. (2011), The effect of associated group identities on team identity, Journal of Sport Management, Vol. While it is difficult to generalize from the four papers, most arguments discuss the negative impacts of commercialization on fan loyalty. 1, pp. 28 No. These papers often use critical approaches to commercialization, regularly using concepts such as commodification (e.g. From a management perspective, the review stresses the importance of being cautious in, e.g. Yet, some themes have received considerably more attention than others. 560-572, doi: 10.1080/14660970.2016.1221822. Given the multifaceted nature of elite sports commercialization, more research is needed using other theoretical and conceptual approaches, such as consumer psychology, consumer behaviour and stakeholder theory, which have already been applied with interesting outcomes (see Table4). It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . Developing the quantitative stream can, for instance, measure attitudes and emotions and how commercialization of elite sport influences these. Erik Winell is the corresponding author and can be contacted at: http://creativecommons.org/licences/by/4.0/legalcode, https://www.nytimes.com/2021/04/22/sports/soccer/super-league-soccer.html, Professionalization of elite sport teams who are driven as business-oriented corporations, Financial performance measures and employees recruited based on marketing expertise, The creation of a global transfer market for players in major team sports, Signing and selling players for substantive transfer fees. 18 No. There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. As explained above, they are often connected and used as dimensions of commercialization (Numerato and Giulianotti, 2018). (2012), Split loyalties: football is a community business, Soccer and Society, Vol. 33 No. 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. Wang, C.L., Aksan, G.E., Allison, B., Armstrong Soule, C.A., Biscaia, R., Buchanan-Oliver, M., Burton, T.A.M., Chang, E.-C., Chou, W.W., Coffin, J., Collins, N., De la Pena, A.S., Dill-Shackleford, K.E., Doral, S., Favia, M.J., Gou, C., Gou, S., Hall, K.D., Hao, A., Hedlund, D., Hung, K., Jia, X., Johnson, L.M., Joubert, A., Leal, M., Liu, W., Loehr, G.T., Lovric, B., Mastromartino, B., Metcalf, M., Murphy, J., Olds, K.F., Pun, L.F., Rajendiran, A., Sarkar, A., Sarkar, J.G., Sayan, A., Schau, A., Schau, H.J., Shackleford, L., Todd, B., Volkheimer, J., Wang, C.L., Woo, T.C., Wu, R., Zeng, C., Zhang, J. and Zhang, K. (2020), Handbook of research on the impact of fandom in society and consumerism, in Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series. Another line of research focuses on how commercial elements are used to elicit emotions among fans, for instance, by drawing upon nostalgia. Stenling, C. and Fahln, J. This review set out to investigate how research has studied how fans are affected by intensified commercialization. PDF Title: Commercialization of sport Tuesday, 21 April 2020 Every camera position at the Superbowl is now sponsored by a different company, there are commercials shown almost continually and the advertisements during half time are the most expensive pieces of air time that can be purchased. Advantages and disadvantages of using technology in sport Anglo-Saxon regions, particularly England (14), were the most prominent. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020; Mumcu etal., 2016). To extend the scope of the search, we, based on an overview of related papers found in the preliminary stages of this review and the literature review on the concept of commercialization, included the following terms: Commodification, Marketization, Modernization and Globalization. With increased exposure of the game comes increased participation. 2, pp. Outline three positive impacts of commercialisation in sport on performers (3 marks). Wann, D.L. Positive impacts of commercialisation on society. * Delia, E.B. 6, pp. 399-417, doi: 10.1123/jsm.2013-0199. 1, pp. * Parganas, P., Papadimitriou, D., Anagnostopoulos, C. and Theodoropoulos, A. 2, pp. 8 No. Abstract. 97-114, doi: 10.1108/SBM-10-2017-0065. The Positives and Negatives of Commercialism - GraduateWay Study with Quizlet and memorize flashcards containing terms like What 4 things may commercialisation impact relating to sport?, List 3 positive impacts of commercialisation on society, List 2 negative impacts of commercialisation on society and more. (2016), How context shapes value co-creation: spectator experience of sport events, Service Industries Journal, Vol. The results also imply that most fans, at least in Germany, do not support what is seen as a significant involvement of private actors (Bauers etal., 2019). 23 No. 29 No. Also here it is important to move beyond the European borders and for instance examine how, e.g. 1, pp. Performer. 3, pp. While more research is needed on fans to other team sports, focusing on more individualized elite sports, such as motor sports, tennis, golf and athletics, can also make substantial contributions to the literature, as they represent sports with other types of fan communities and traditions. Swanson, K.K. 9 No. Fans, i.e. 1, pp. 323-339, doi: 10.1123/ssj.9.4.323. * Abosag, I., Roper, S. and Hind, D. (2012), Examining the relationship between brand emotion and brand extension among supporters of professional football clubs, European Journal of Marketing, Vol. Furthermore, there is a shortage of studies discussing the potential positive impacts of commercialization on fans. In most cases, however, the interviewees saw this increased emphasis on branding and club merchandise as something exciting and contributing to the experience of being a fan. 13 No. 139-154, doi: 10.1177/0193723514541283. Giulianotti, 2011). Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). 10 No. Subsequently, having evaluated the papers on a more detailed level, we arrived at a list of 42 relevant articles. For instance, new ways of organizing events and organizing a fan community can form a perceived disenchantment and over-rationalization that fans resist (Hognestad, 2012). * Daniel, P. and Kassimeris, C. (2013), The Politics and Culture of FC St. Pauli: from leftism, through anti-establishment, to commercialization, Soccer and Society, Vol. (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. which factors have led to the commercialisation of sport? Click the card to flip . However, as research on commercialization is remarkably scarce outside Europe, for instance in North America and, or Asia, it indicates that commercialization may not cause the same types of tensions and resistance in these contexts as in Europe. In all, the European focus is noteworthy and as only nine of 42 papers are outside Europe it seems as, the issues regarding commercialization of elite sports seem to be the most intense within Europe. Growing levels of commercialization in the sports industry bring forward an increasing amount of negative reactions from sports fans. 33, pp. There is a dominance of papers applying identity theory and social identity theory (15 papers), highlighting the importance of fandom to self-identity construction. However, commercialization may also encounter severe resistance in elite sports service ecosystems. In European contexts and in a competition like the Olympics, elite sports often have close associations to ideals of amateurship and local connectedness. The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. * Hoegele, D., Schmidt, S.L. All the above-mentioned concepts refer to how financial ideals become more important to organizations and actors intertwined in the service ecosystems of elite sports. 377-391, doi: 10.1080/14660970.2012.655507. Globalization not only impacts the way in which sports are conducted and organised but also how they are perceived and what they mean in today's world . It presents a research agenda for future research and emphasizes a need to integrate the interests of several stakeholders when managing the impacts of elite sport commercialization. At this stage, at least three important observations about the literature can be drawn: The literature has often highlighted that commercialization has negative consequences for fans. We use the term football for European style football (soccer). Commercialization is increasingly evident in many elite sports service ecosystems (e.g. In an ethnographic study of an English premier league team, Putra (2019) highlights that the commercialization of the club, the possibility of selling tickets to foreign fans, and increasing ticket prices can potentially reduce loyalty among local fans. 2023 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. American Football etc.). For fans, we used the following terms: Fans, Consumers and Supporters. Having split loyalties, Hognestad (2012) argues that Norwegian fans can have favourite clubs both locally and in other leagues (so-called poly-supporter). Furthermore, resistance may be evoked due to commercial influences on existing traditions and rituals (Hognestad, 2015). Finally, this review indicates that commercialization poses a threat to fans as it may affect many aspects of being a fan. Bond, A.J., Widdop, P. and Chadwick, S. (2018), Football's emerging market trade network: ego network approach to world systems theory, Managing Sport and Leisure, Vol. Table5 summarizes each theme and the major results found in the specific papers. and Casper, J.M. Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. 2, pp. 41 No. In some countries, the influence of fans over their clubs is institutionalized in laws that restrict clubs from being governed solely by private investors (e.g. 23, pp. The literature also illustrates how sponsors affect fan identification. An extreme example is how fans' resistance to commercialization of a football club (in this study, Manchester United) can result in fans creating a new club (FC United of Manchester), based on former traditions and values (Torchia, 2016). Yet, considering the scarcity of papers examining the effects of elite sport commercialization in other contexts, it is important to broaden the contextual applications and conceptual breadth. 4, pp. John has published within Tourism Management, International Journal of Contemporary Hospitality Management, Event Management, Scandinavian Journal of Tourism and Hospitality. Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. 279-297, doi: 10.1177/1469540517747094. For instance, Frew and McGillivray (2008) argue, through an observational study of fan parks at the FIFA World Cup 2006, that sponsor-organized environments may transfer the control of creating fan identities from fans to other actors (e.g. (2012) and Dos Santos etal. 12 No. (2016), Influence of the virtual brand community in sports sponsorship, Psychology and Marketing, Vol. Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. 14 No. Bodet, G. and Chanavat, N. (2008), Building global football brand equity: lessons from the Chinese market, Asia Pacific Journal of Marketing and Logistics, Vol. (2006), Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Vol. Wakefield, L.T. If a major company sponsors an event it is much more likely to get prime time television coverage, bringing in greater advertising revenues and exposing more people to the sport. Definition of commercialisation. More media in sport. 229-252, doi: 10.1080/01639620590905618. NHL Winter Classic). This rise in commercialisation has almost become part of the modern game, but it is important to remember it has positive and negative effects on the sport, the players and the fans. They provide needed publicity and create and maintain spectator interest among large numbers of people. Andon and Houck, 2011), Commercialization can reduce, or establish the loyalty among fans (e.g. 25, pp. This is because these tourist fans have not been loyal to the teams for long. In addition, new sponsors may be perceived as a threat to existing fan identities, while sponsors that have remained with the team for a long time may be seen as an important part of fans' identity. Sports teams are businesses like any other and they need to make money to survive. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. Over the past decades, sport has been increasingly commercialized, where enormous sums of money has been poured constantly. * Andon, S.P. 4 No. A more recent study outlines three . Second, fans are viewed as individuals with a psychological connection to a sport, a team and, or an athlete (Funk and James, 2001). Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. Outline three negative impacts of commercialisation in sport on spectators (3 marks). First, it will assess the view that modern sport was a lagged by-product of the .

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