Click the card to flip . Bauers etal. 37 No. 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. Yoshida, M., Gordon, B., Nakazawa, M. and Biscaia, R. (2014), Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context, Journal of Sport Management, Vol. Review of Literature In order to analyse the possible effects of commercialisation on fan loyalty, it is not sufficient to only take a closer look at the current situation. (2012) and Dos Santos etal. 25-49, doi: 10.1080/16184742.2013.865248. 1, pp. Thus, it is important to include a variety of databases to obtain a valid foundation for analysis (Tranfield etal., 2003). 323-339, doi: 10.1123/ssj.9.4.323. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. three negative impacts of commercialisation in sport on spectators The third most applied theoretical framework is cultural theory. 95-118, doi: 10.1207/s15506878jobem5001_6. Another reason for the difficulties in finding clear consensus is the variety of applied methods. 46 No. To understand how commercialization affects fans of elite sports, we perform a structured review. 3, pp. 2, pp. (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. Table1 provides a detailed list of activities and processes that exemplify intensified commercialization and how it impacts different elite sports. 7, pp. Super Bowl Commercials), Increased influence of sponsors on teams and competitions, Branded competitions (e.g. For instance, if clubs prioritize financial profits, fans may respond negatively to the fact that they are treated as regular customers. Reddit - Dive into anything Abosag etal. They found that if fans identify strongly with a team, it reduces the likelihood that fans switch to a competitive brand (Parganas etal., 2017). * Duke, V. (2002), Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Football Studies, Vol. This yielded 42 additional articles. The effects of the media on sport - Commercialisation - WJEC - GCSE Subcultural capital and the commercialization of a music scene, Deviant Behavior, Vol. 1, pp. Students should be taught to justify why the impact . He received his PhD in marketing, and his research interest lies within the intersection of experiential marketing, value creation and value measurement within empirical fields such as cultural tourism, cultural economics and event and festival management. Woisetschlger etal., 2013), new types of ownership structures (e.g. 5, pp. 7 No. 4, pp. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. 3, pp. 5, pp. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). * Uhrich, S. and Benkenstein, M. (2012), Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events, The Service Industries Journal, Vol. and Campos, C.P. Stewart, B., Smith, A. and Nicholson, M. (2003), Sport consumer typologies: a critical review, Sport Marketing Quarterly, Vol. Critics claim the pace, and occasionally the outcome, of major league sports games are dictated by television commercials. - more media interest. These are well-known research themes in the fan literature (see the eight dimensions proposed by Stewart etal. These studies focus, for instance, on how fans may respond to commercialization by resisting these influences. As Turk points out: Unlike a retail clerk, the teacher's role is not to sell a product or please customers. 703-720, doi: 10.1080/14660970.2015.1100436. Commercialization in Professional Sports: Understanding Consumers Moore, R. (2005), Alternative to what? A more recent study outlines three . 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. and Bennett, G. (2018), Sports fan experience: electronic word-of-mouth in ephemeral social media, Sport Management Review, Vol. John Armbrecht, PhD is an associate professor at the School of Business, Economics and Law at Gothenburg University. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. * Fleischmann, A.C. and Fleischmann, M. (2019), International orientation of professional football beyond Europe: a digital perspective on the global reach of English, German and Spanish clubs, Sport, Business and Management, Vol. Positive impacts of commercialisation on society. Granados, M.L., Hlupic, V., Coakes, E. and Mohamed, S. (2011), Social enterprise and social entrepreneurship research and theory: a bibliometric analysis from 1991 to 2010, Social Enterprise Journal, Vol. 43 No. - sponsorship. 4, pp. 6 No. * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. 1-18, doi: 10.1080/16184742.2020.1871394. Their money, time and passion are the cornerstones for this intensified commercialization. 2, pp. Additionally, Dubal (2010) recognizes the rise of tensions regarding modern football adopting market-based structures. (2001), The psychological continuum model: a conceptual framework for understanding an individual's psychological connection to sport, Sport Management Review, Vol. 6, pp. Additionally, Merkel (2012) studied German football fans and found that commercialization and resistance among fans can motivate a higher degree of fan involvement. 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. 2, pp. 253-265, doi: 10.1123/jsm.2012-0275. Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. 445-457. 3, pp. Thus, in some contexts, such as cycling, where sponsors are intimately connected to the team, fans may identify with the sponsor and even do so after the commercial agreements are terminated (Delia, 2017). 4, pp. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. It is also important to note that fans are not a homogenous group (Wang etal., 2020). For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Resistance, described as a strategy of appropriation in response to the structures of domination (Woisetschlger etal., 2013, p. 1490), is often a central topic in critical papers (see, e.g. Commercialization of sports results in an industry that provides revenue for national and local economics through event revenue, taxes, employment and sponsorship. The geographical areas of the studies provide many different results on how fans are affected by commercialization (Table9). While local culture, norms, and history may still play a role, Petersen-Wagner (2017) argues that commercialization drives an individualization of fans. Thanks! 399-417, doi: 10.1123/jsm.2013-0199. (2012) study clubs from a branding perspective and focus on the implications of commercial brand extensions on fans' emotions. 457-484, doi: 10.1080/16184742.2017.1318410. 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. 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. The Positives and Negatives of Commercialism - GraduateWay 3 No. Swanson, K.K. Table6 highlights aspects of commercialization found in the review, as well as the main conclusions reached in the studies on how fans respond to commercialization. This procedure yielded 84 articles whose abstracts matched the scope of the review. fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. At this stage of the field's early maturity (42 papers in this review), we do not know for sure. * Kerr, A.K. 18 No. and Branscombe, N.R. 1, pp. 23 Nos 1-2, pp. Our review illustrates that the effects on fans of elite sport commercialization have mainly been studied in men's elite football, especially in English top-division contexts (14 of 42 papers are related to the English Premier League). 295-319, doi: 10.1108/SBM-10-2014-0043. Globalization of sports - Wikipedia 336-355, doi: 10.1177/1469540517744692. This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020; Mumcu etal., 2016). 8 No. 18 No. 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). 55-66, doi: 10.1108/13555851011013155. 4, pp. O'Hallarn, B., Shapiro, S.L., Wittkower, D.E., Ridinger, L. and Hambrick, M.E. and Exler, S. (2008), Brand image and fan loyalty in professional team sport, Journal of Sport Management, Vol. 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. 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? 29 No. 465-486, doi: 10.1177/101269000035004002. 19 No. Commercialization and possible fan resistance may not always imply negative consequences on the relationship between teams and fans (e.g. 22 No. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. Winell, E., Armbrecht, J., Lundberg, E. and Nilsson, J. Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. 153-173. 4 No. We then analysed the content and findings to perform a relevant thematic analysis. Backman, J. and Carlsson, B. 4, pp. 227-242, doi: 10.1080/16184742.2012.679949. Panja, T. and Smith, R. (2021), How the super league fell apart, Nytimes.com, available at: https://www.nytimes.com/2021/04/22/sports/soccer/super-league-soccer.html (accessed 22 April 2021). 48 No. The authors find that the nostalgic cues used in this event are a means to yield excitement and evoke more emotions (Andon and Houck, 2011). 9 No. * 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. These themes are to some extent overlapping, and studies sometimes focus on more than one of the consequences for fans. 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). How Do You Use Toothpaste to Remove Scratches How Much Do Music Video Directors Get Paid? For this paper, issues relating to degrees of subjectivity and bias must be addressed. The analysis highlights the multifaceted nature of commercialization and how the different aspects of commercialization generate varying results (see Table7). 22 No. However, Jensen etal. In many contexts, especially within elite football, there is an increasing tendency of clubs being bought by private investors to earn money or for clubs to become marketing platforms for owners. For fans, we used the following terms: Fans, Consumers and Supporters. * Real, M.R. 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. NHL Winter Classic). Commercialisation. Commercialization is increasingly evident in many elite sports service ecosystems (e.g. Qualitative approaches are dominant in previous literature (18 of 42 papers), and several papers (11) are conceptually written. 17 No. One main site that elicits fan emotions is the arena. Therefore, the purpose of this review is to develop a holistic understanding of extant studies addressing the impacts of elite sport commercialization on fans. Developing the quantitative stream can, for instance, measure attitudes and emotions and how commercialization of elite sport influences these. Garca, B. and Welford, J. international player recruitment, which fans may perceive differently compared to how intensified commercialization is perceived in men's elite football. 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? 505-522, doi: 10.1080/17430437.2020.1696537 To. One of the main problems with increased commercialisation from a fan's perspective is the feeling the increased costs are passed on to them. 824-837, doi: 10.1016/j.smr.2020.04.001. 815-829, doi: 10.1177/0038038511413426. 25-46, doi: 10.1177/0193723502261003. Public becomes more knowledgeable. English elite football, commercialization is mainly associated with negative effects for fans. The media promote the commercialisation of sports. * Petersen-Wagner, R. (2017), The football supporter in a cosmopolitan epoch, Journal of Sport and Social Issues, Vol. . Yet, some themes have received considerably more attention than others. Mumcu, C., Lough, N. and Barnes, J.C. (2016), Examination of women's sports fans' attitudes and consumption intentions, Journal of Applied Sport Management, Vol. Anglo-Saxon regions, particularly England (14), were the most prominent. 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. The marketing of professional sports leagues, European Journal of Marketing, Vol. While there are probably more positive than negative impacts of commercialization in sports, there are still some negatives worth mentioning. 3, pp. 2, pp. Commercialisation and Media Flashcards | Quizlet Bauer, H.H., Stokburger-sauer, N.E. The varying implications for fans are also present when looking at the main outcome variables. 20 No. The media can have both a positive and negative effect on sport. Instead, the reviewed papers show the many different aspects of commercialization, such as sponsorship, business-like management, and modernization of stadiums. Advantages & disadvantages of commercialization in sports commercialization has promoted a democratic transformation of fan involvement (Bauers etal., 2019). 2, pp. Tinson, J., Sinclair, G. and Gordon, R. (2021), How value is disrupted in football fandom, and how fans respond, European Sport Management Quarterly, pp. Rimi Bowl, Pepsi Super Bowl, Ligue 1Uber Eats). An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. In addition, surveys are the most used method for collecting data (11 articles). It is too early to say. 33-4610, doi: 10.1108/IJSMS-10-03-2009-B005. 45 No. 15 No. 2023 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. 31 No. 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 . 279-297, doi: 10.1177/1469540517747094. The resulting themes emerged without any specific analytical or theoretical model and set the basis for the analysis and research agenda. Sposnorship. Giulianotti, 2011). Here, commercialization is defined as the prioritization of financial revenues among organizations and actors, such as teams, athletes and or sponsors in elite sports service ecosystems (e.g. 33 Nos 3/4, pp. Belk, R.W. Lee, S., Kim, Y. and Heere, B. 2, pp. It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . The journals included for this stage were Journal of Consumer Research; Journal of Consumer Psychology; Journal of Marketing; Psychology and Marketing; Journal of Marketing Research, Marketing Science; Advances in Consumer Research; Marketing Letters; Marketing Theory; Consumption, Markets and Culture. For some fans, this focus may imply tensions and conflicts with their own ideals and perceptions of authenticity (e.g. 13 No. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. These contexts provide interesting examples where fans might have a greater influence on how commercialization of elite sports should develop. First, the choice of explicitly focusing on how commercialization affects fans of elite sports implies that papers that do not have this explicit aim are not included. 13 No. the heritage of the sport or the team, fan emotions can be intensified. 1, pp. * Hognestad, H.K. This yielded four major themes: (1) Fan Identity, (2) Fan Attitudes, (3) Fan Emotions, and (4) Fan Behaviours. 529-546, doi: 10.1108/SBM-09-2017-0042. 2, pp. 23 No. There is a dominance of papers applying identity theory and social identity theory (15 papers), highlighting the importance of fandom to self-identity construction. * Woisetschlger, D.M., Haselhoff, V.J. 217-232, doi: 10.1080/14775085.2016.1231621. 4, pp. He received his PhD in 2014, where he describes and analyses tourism and event impacts from a sustainable development perspective. Disadvantages with Commercialized Sport. 177-187. reporting the results, a suitable approach is to categorize the reviewed literature (Tranfield etal., 2003). Advertisements on major events rising in terms of worth (e.g. Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. 10 No. Stenling, C. and Fahln, J. 2, pp. The six former databases contain a wide scope of articles, and the two latter databases specialize in elite sports and leisure research. Dwyer, B. 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. 175-181. 103-117, doi: 10.1177/019372359001400203. 13 No. However, as Snyder (2019) suggests, it is important to consider excluding articles that, based on a detailed evaluation, do not meet the scope of the review to make the review more trustworthy. Woisetschlger etal., 2013) or critical theory. Sponsorship can have both positive and negative effects on fan attitudes towards teams and sponsors (e.g. Khondker and Robertson, 2018). * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. activities in mass media and, or social media changes resources fans use for identity construction (e.g. However, some research indicates that fans may also perceive commercialization as a positive process. 1-19, doi: 10.1123/ijsc.4.1.1. For example the underperformance of the England soccer team despite the domestic Premier League having the highest wages of any soccer league in the world. It is exemplified in this review process by the strict criteria for including papers that explicitly addressed the impacts of commercialization on fans. 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). As explained above, they are often connected and used as dimensions of commercialization (Numerato and Giulianotti, 2018). cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). 25 No. (2019), Your Neighbors Walk Alone (YNWA): urban regeneration and the predicament of being local fans in the commercialized English football league, Journal of Sport and Social Issues, Vol. 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? Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. Stokvis, R. (2000), Globalization, commercialization and individualization: conflicts and changes in elite athletics, Culture, Sport, Society, Vol. 30 No. Zhang, Z., Won, D. and Pastore, D.L. How are fans affected by the commercialization of elite sports? A * Jensen, R., Bowman, N., Wang, Y. and Larson, B. References marked with an asterisk indicate studies included in the review. (2012), Football fans and clubs in Germany: conflicts, crises and compromises, Soccer and Society, Vol. We use the term football for European style football (soccer). 3, pp. 3, pp. 6, pp. Performer. 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.

Italian Radio Stations On Alexa, Aflac Shareholder Services Phone Number, Solid Waste Management Sa Barangay, Error Guru Meditation F65043 986 23a71c Invalid File, Irony Examples In I Have A Dream Speech, Articles T