* Hognestad, H.K. As they did not focus on how the process of commercialization affects fans, they were excluded. (2012), New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Soccer and Society, Vol. The effects of the media on sport - Commercialisation in sport - AQA 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. European elite football (Numerato and Giulianotti, 2018). Formalization and planning of major sport events to attract millions. individuals with a psychological connection to one orseveral team(s), sport(s), and/or athlete(s) (Funk and James, 2001), are important actors inthis regard. reporting the results, a suitable approach is to categorize the reviewed literature (Tranfield etal., 2003). For some fans, this focus may imply tensions and conflicts with their own ideals and perceptions of authenticity (e.g. Students should be taught to justify why the impact . 44-68, doi: 10.1177/0193723518800433. 48 Nos 7-8, pp. 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. Kerr and Emery, 2011; Richardson and Turley, 2006), Commercialization elevates the importance of fan attitudes towards sponsors (Lee etal., 1997; Parganas etal., 2017), Commercialization of teams, leagues and overarching structures impacts fan attitudes towards sport entities as well as other fans (Rouvrais-Charron and Kim, 2009; Behrens and Uhrich, 2019; Chanavat and Bodet, 2014; Jensen etal., 2012), Commercialization impact emotional arousal and emotional attachment among fans (e.g. Funk, D.C. and James, J. 205-226, doi: 10.1123/jsm.22.2.205. Additionally, Merkel (2012) studied German football fans and found that commercialization and resistance among fans can motivate a higher degree of fan involvement. 402-419, doi: 10.1108/03090569910253251. 3, pp. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . Ritzer and Stillman (2001) study the modernization of baseball stadiums and how this affects fan emotions. Outline three positive impacts of commercialisation in sport on performers (3 marks). 606-621, doi: 10.1123/jsm.25.6.606. 11, pp. 159-169, doi: 10.1108/02651339710170230. Radio was the first form to show sports and now TV is the most powerful form for spectator to . 167-182, doi: 10.1080/14660970.2013.776466. 465-486, doi: 10.1177/101269000035004002. This is in accordance with research, which highlights that as fields or subfields develop, the first stages are often dominated by conceptual and qualitative studies (e.g. Numerato and Giulianotti, 2018). Fans, i.e. 147-159, doi: 10.1016/j.smr.2017.06.003. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. For instance, Delia (2017) illustrates, in the context of cycling, that sponsors may be perceived as a crucial and beneficiary element of an elite sport team and to the fan's identification with the teams. * Woisetschlger, D.M., Haselhoff, V.J. * Dubal, S. (2010), The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Vol. From the time when education started its first phase of commercialisation, the responsibilities of the teacher too, have been compromised. (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. 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 . * Kerr, A.K. This implies a process that remains strict to the scope, as well as to the relevance of the paper (Tranfield etal., 2003). This review also illustrates methods for studying online contexts are scarce (see Table2). Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . The positive and the negative impacts of commercialised activity (sponsorship and the media) on the following: performer ; sport ; official; audience/spectator ; sponsor/company. It is difficult to come to a clear-cut conclusion for how fans respond to increasing commercialization. 4, pp. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. 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. 203-240. 3, pp. and Schreyer, D. (2016), The future of professional football: a Delphi-based perspective of German experts on probable versus surprising scenarios, Sport, Business and Management: An International Journal, Vol. * Hyatt, C.G. 2, pp. 118-137. https://doi.org/10.1108/SBM-11-2021-0135, Copyright 2022, Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson, Published by Emerald Publishing Limited. 4, pp. Studies on fan identity, attitudes and emotions portray more varying effects. and Shapiro, S.L. Growing levels of commercialization in the sports industry bring forward an increasing amount of negative reactions from sports fans. 2, pp. 10 No. 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). Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. Swanson, K.K. Dixon (2014) interviewed loyal, long-term English football fans regarding the so-called Disneyfication of products, services and experiences that are branded and sold using their team's logo. Further research is needed that embraces the inclusion of a more diverse set of methods, empirical contexts, theories, concepts, and aspects of commercialization. Thanks! Another line of research focuses on how commercial elements are used to elicit emotions among fans, for instance, by drawing upon nostalgia. Commercialisation. Each paper was summarized to review how fans are affected by an increasing commercialization. The varying implications for fans are also present when looking at the main outcome variables. Belk, R.W. This yielded four major themes: (1) Fan Identity, (2) Fan Attitudes, (3) Fan Emotions, and (4) Fan Behaviours. Kerr and Emery, 2011). Fan resistance can motivate fan communities to reshape the meanings and identities of clubs (e.g. He has also co-edited books on events for Routledge and Edward Elgar. (2011), Divided loyalty? 3, pp. These effects are increased injuries, possible loss of tradition in the sport and the exclusion of athletes due to loss of access of the technology. A detailed list of areas, processes and activities that exemplifies the intensified commercialization of elite sports, Summary of methodological foundation and methods used in the literature, Note(s): 2 papers combine geographical contexts, The analytical themes and content in the literature, Commercialization and, e.g. 23 No. 18 No. Sponsorship is the financial support for a sport (whether this is an event, organisation or performer) by an outside body (be it a person or organisation) for the mutual . Wakefield, L.T. For this paper, issues relating to degrees of subjectivity and bias must be addressed. Noticeable reactions by fans in response to increased commercialization may be protests against their clubs (Merkel, 2012), as shown with the European Super League (Panja and Smith, 2021), and some fans may even abandon their team and, or sport (Giulianotti, 2002). Quantitative papers, on the other hand, often find both positive and negative responses among fans. On the same topic, Delia (2017) studied fan identities in the service ecosystem of cycling and found that long-term sponsorship may result in positive legacy effects. Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. 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. However, there is a general shortage of quantitative studies to test the specified relationships on larger samples. However, some research indicates that fans may also perceive commercialization as a positive process. Moore, R. (2005), Alternative to what? 41 No. 377-391, doi: 10.1080/14660970.2012.655507. 104, pp. 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. - growing public interest and spectatorship. 461-469, doi: 10.1002/mar. Winell, E., Armbrecht, J., Lundberg, E. and Nilsson, J. 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. Bauer, H.H., Stokburger-sauer, N.E. 51 No. They found that if fans identify strongly with a team, it reduces the likelihood that fans switch to a competitive brand (Parganas etal., 2017). The Positives and Negatives of Commercialism - GraduateWay 17 No. In European contexts and in a competition like the Olympics, elite sports often have close associations to ideals of amateurship and local connectedness. Yet, some themes have received considerably more attention than others. Finally, this review indicates that commercialization poses a threat to fans as it may affect many aspects of being a fan. As with other service ecosystems, commercialization varies depending on factors such as geographical context, the sport itself, and the way the sport is practised. As Turk points out: Unlike a retail clerk, the teacher's role is not to sell a product or please customers. sponsors). 21 No. (PDF) Sport, industry and industrial sport in Britain before 1914 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). 39 No. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. (2012) and Dos Santos etal. 378-390, doi: 10.1016/j.smr.2016.02.002. 2, pp. 815-829, doi: 10.1177/0038038511413426. * Delia, E.B. 1487-1510, doi: 10.1108/EJM-03-2012-0140. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). and Emery, P.R. Personally, the biggest negative aspect of commercialization is . The only way they can keep up with rising wage costs, improving facilities and bringing in new players is to sell advertising space to increase revenues. 12 No. Disadvantages with Commercialized Sport. (2012), Split loyalties: football is a community business, Soccer and Society, Vol. 12 No. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Local identities in a global game: the social production of football space in Liverpool, International orientation of professional football beyond Europe: a digital perspective on the global reach of English, German and Spanish clubs, Exploring hyper-experiences: performing the fan at Germany 2006, Authenticity in branding exploring antecedents and consequences of brand authenticity, The psychological continuum model: a conceptual framework for understanding an individual's psychological connection to sport, Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Supporters and football governance, from customers to stakeholders: a literature review and agenda for research, Supporters, followers, fans and flaneurs: a taxonomy of spectator identities in football, Sport spectators and the social consequences of commodification: critical perspectives from Scottish football, Sport mega events, urban football carnivals and securitised commodification: the case of the English premier league, Emotion and memory in nostalgia sport tourism: examining the attraction to postmodern ballparks through an interdisciplinary lens, Social enterprise and social entrepreneurship research and theory: a bibliometric analysis from 1991 to 2010, Discordant fandom and global football brands: 'Let the people sing', Superstars as drivers of organizational identification: empirical findings from professional soccer, Split loyalties: football is a community business, 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, How context shapes value co-creation: spectator experience of sport events, Examining minor league baseball spectator nostalgia: a neuroscience perspective, Using identity work theory to understand the de-escalation of fandom: a study of former fans of national hockey league teams, New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Football stadium relocation and the commodification of football: the case of Everton supporters and their adoption of the language of commerce, Foreign fandom and the Liverpool FC: a cyber-mediated romance, Glocalization, consumption, and cricket: the Indian premier league, Sport in business studies: a state-of-the-art literature review, Attitudinal constructs towards sponsorship: scale development using three global sporting events, Marketization impact on the relationships between supporters and football clubs, International Journal of the History of Sport, Football transfers and moral responsibility, What is the sports product and who buys it? commercialization has promoted a democratic transformation of fan involvement (Bauers etal., 2019). 3, pp. Fan loyalty is conceptualized into two main dimensions, i.e. Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. It is also important to note that fans are not a homogenous group (Wang etal., 2020). The planning phase focuses on assessing the relevance and limits of the specified topic. Public becomes more knowledgeable. (2003) comprising three main stages: planning, conducting, and reporting. This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020; Mumcu etal., 2016). Hognestad (2012) highlights the notion that increasing commercialization in combination with increasing media interest has the tendency to move fans from being supporters of one club (so called mono-supporters) to several. For fans, we used the following terms: Fans, Consumers and Supporters. * Totten, M. (2016), Football and community empowerment: how FC Sankt Pauli fans organize to influence, Soccer and Society, Vol. Dixon, 2014; Kennedy, 2012). (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. Tranfield, D., Denyer, D. and Smart, P. (2003), Towards a methodology for developing evidence-informed management knowledge by means of systematic review, British Journal of Management, Vol. Horbel etal., 2016; Uhrich, 2014). 5) Performers, teams and events can be manipulated or exploited to suit the sponsor. 505-522, doi: 10.1080/17430437.2020.1696537 To. According to commercial ideals, having a modern stadium is deemed fundamental. 9 No. and Casper, J.M. * Behrens, A. and Uhrich, S. (2019), Uniting a sport teams' global fan community: prototypical behavior of satellite fans enhances local fans' attitudes and perceptions of groupness, European Sport Management Quarterly, Vol. Abosag etal. 1, pp. 25, pp. This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. Table5 summarizes each theme and the major results found in the specific papers. Advantages and disadvantages of using technology in sport 1012-1026, doi: 10.1080/14660970.2015.1133416. Increased professionalism. 177-187. 2, pp. This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). This study therefore aims to address this knowledge gap in the nexus between increased commercialization, elite sports, and the impacts on fans. 33-4610, doi: 10.1108/IJSMS-10-03-2009-B005. 28 No. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. * Richardson, B. and Turley, D. (2006), Support your local team: resistance, subculture, and the desire for distinction, Advances in Consumer Research, Vol. Stokvis, R. (2000), Globalization, commercialization and individualization: conflicts and changes in elite athletics, Culture, Sport, Society, Vol. Third, elite sports are regarded as sports performed on the highest athletic level. 3, pp. 489-499, doi: 10.1016/j.tourman.2011.10.007. It is a multifaceted process which may take on many different forms. 20 No. Woisetschlger etal., 2013), new types of ownership structures (e.g. 6 No. Outline three negative impacts of commercialisation in sport on spectators (3 marks). The failed attempts by club owners to start a European Super League in football [1] (Panja and Smith, 2021) and the debates of whether to allow sponsorship within College Sports in the USA (Zhang etal., 2005) are two examples when commercialization has been heavily criticized. 3, pp. This is because these tourist fans have not been loyal to the teams for long. Commercialization in Sports - COMMERCIALIZATION DEFINITION - Studocu The findings suggest that by commercializing, e.g. and Robertson, R. (2018), Glocalization, consumption, and cricket: the Indian premier league, Journal of Consumer Culture, Vol. UEFA Champions League, The Olympics). Laurell, C. and Soderman, S. (2018), Sport in business studies: a state-of-the-art literature review, Sport, Business and Management, Vol. 41 No. Why Nike Uses Endorsements & Sponsorships, The average semi-pro footballer's salaries, Instructions for Monopoly Simpsons Edition. Stieglitz, S., Dang-Xuan, L., Bruns, A. and Neuberger, C. (2014), Social media analytics, Business and Information Systems Engineering, Vol. 48 No. 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. (2011), Foreign fandom and the Liverpool FC: a cyber-mediated romance, Soccer and Society, Vol. 17 No. For example, new leagues are created in, e.g. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. Dwyer, B. Commercialization is increasingly evident in many elite sports service ecosystems (e.g. Several of the studies set in English elite football point out the negative effects of intensified commercialization. and Foster, W.M. Four papers explicitly touched upon fan loyalty in connection to commercialization. Commercialized sports was one of several male bastions. The effects of elite sport commercialization have attracted increased attention from scholars, but as this review has shown, it is still in a rather early stage of maturity and is dominated by conceptual and qualitative studies. (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. Tables 69 have, at least, one thing in common; negative effects on, and negative responses of, fans dominate. * Kennedy, D. (2012), Football stadium relocation and the commodification of football: the case of Everton supporters and their adoption of the language of commerce, Soccer and Society, Vol. Merkel, S., Schmidt, S.L. The analysis highlights the multifaceted nature of commercialization and how the different aspects of commercialization generate varying results (see Table7). The tension between the local and distant fans is also stressed by Evans and Norcliffe (2016), who illustrate that local fans may repel the commercialization of fan identities. Gordon, K.O. While critical theory generates interesting results, we advocate for more studies with theorization that can provide perspectives on how fans respond to and are affected by commercialization.
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