(2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. As there are increasing possibilities for female athletes to become professional, commercialization may be seen as something positive by the growing community of fans to women's elite sports. Commercialization of sports results in an industry that provides revenue for national and local economics through event revenue, taxes, employment and sponsorship. (2012), Football fans and clubs in Germany: conflicts, crises and compromises, Soccer and Society, Vol. 6 No. Fleischmann and Fleischmann (2019) find that through social media, domestic fans more easily bond emotionally with their teams. In addition, surveys are the most used method for collecting data (11 articles). 6, pp. 1, pp. 22 No. 3, pp. These contexts provide interesting examples where fans might have a greater influence on how commercialization of elite sports should develop. Dwyer, B. 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. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football. 23 Nos 1-2, pp. 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 . 4 No. 184-197, doi: 10.1016/j.smr.2016.04.006. Outline three positive impacts of commercialisation in sport on performers (3 marks). 20 No. Furthermore, Giulianotti (2002) argues that commercialization changes fans' identities and roles from a hot, traditional identification with local clubs to a detached, cool, consumer-orientated identification (p. 25). and Torgler, B. and Emery, P.R. For example, when a national team does well at the Olympics the number of children taking up the sport increases. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. * Duke, V. (2002), Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Football Studies, Vol. 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. 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. 17 No. 2, doi: 10.1108/SBM-05-2014-0025. 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. 33-4610, doi: 10.1108/IJSMS-10-03-2009-B005. 5 No. As a final stage, we assessed leading marketing journals, with an explicit perspective on individuals as customers. In the following sections, we analyse the state of research and present a research agenda to serve future studies. 3, pp. 6 No. 3, pp. He has also co-edited books on events for Routledge and Edward Elgar. Woisetschlger etal., 2013) or critical theory. They argue that stadiums that are overly rationalized, McDonaldized, and unauthentic can reduce the emotional dimensions embedded in stadiums, thus weakening emotional intensity (Ritzer and Stillman, 2001). Again, commercialization is neither good nor bad it simply is what it is. (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. A review of the literature and a research agenda", Sport, Business and Management, Vol. 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. Tinson, J., Sinclair, G. and Gordon, R. (2021), How value is disrupted in football fandom, and how fans respond, European Sport Management Quarterly, pp. This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. For instance, in a study on former fans of NHL teams, commercialization is brought up as a reason for the de-escalation of fandom (Hyatt and Foster, 2015). Each paper was summarized to review how fans are affected by an increasing commercialization. Merkel etal., 2016; Laurell and Soderman, 2018) and is at least partly induced by sponsors (e.g. While there are probably more positive than negative impacts of commercialization in sports, there are still some negatives worth mentioning. 14 No. conducting the review, aims to ensure a valid search process. * Andon, S.P. Many conceptual studies apply critical theory and, as such, perhaps a built-in critical perspective towards increasing commercialization. Sports teams are businesses like any other and they need to make money to survive. Another aspect of commercialization revolves around the ownership structures of teams. 4, pp. However, if satellite fans understand and adapt to the existing local fan community, positive attitudes towards this group are more likely. Increasingly, advances in technology influence grass-roots as well as elite sport. They provide needed publicity and create and maintain spectator interest among large numbers of people. Abstract. On an overarching level, the results indicate that increasing commercialization can lead to both value-co-creation and value-co-destruction in these service ecosystems. 18 No. The literature also illustrates how sponsors affect fan identification. 4, pp. Marketization of elite sports is also like commercialization, as it describes how elite sports take the shape of a market economy, where clubs operate as businesses, and fans as customers (Liang, 2017). 31 No. There were also articles covering general sport-related issues, such as the governance of the Olympics, which only briefly mentions fans. Este artculo fue escrito, editado y revisado exhaustivamente por el equipo de Cuida Tu Dinero con la finalidad de asegurar que los lectores reciban la mejor y ms detallada informacin posible. As fans spend time, resources, and money on activities and apparel related to a team or sport, fans are sometimes, in commercial settings, regarded as customers of elite sports (Giulianotti, 2002). Furst, R.T. (1971), Social change and the commercialization of professional sports, International Review of Sport Sociology, Vol. 3, pp. Commercialization is defined as the process of subordinating traditional values and norms in favour of profit maximization (Fritz etal., 2017). fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. The Pro's and Con's for the Sport! 13 No. 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). All of this could be seen as a major distraction from the sport itself. * 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. 5-23. 6, pp. Major sport events having a major impact on local societies through increased tourism, new infrastructure etc. (2015), Supporters and football governance, from customers to stakeholders: a literature review and agenda for research, Sport Management Review, Vol. For fans, we used the following terms: Fans, Consumers and Supporters. Although commercialization has almost become part of the modern games, but it is crucial to remember it has positive and negative impacts on the sponsor, sports, players and fans. 606-621, doi: 10.1123/jsm.25.6.606. 2023 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. Hence, the conflicts and tensions between a commercial, and a non-commercial logic are not equally intense as in, e.g. This is because these tourist fans have not been loyal to the teams for long. Merkel, 2012; Numerato and Giulianotti, 2018). 2, pp. 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). Numerato and Giulianotti, 2018). 336-355, doi: 10.1177/1469540517744692. Sports teams are businesses like any other and they need to make money to survive. 119-150, doi: 10.1016/S1441-3523(01)70072-1. * Merkel, U. Gordon, K.O. 153-173. 11, pp. He has published in journals such as International Journal of Event and Festival Management, Tourism Management, and Journal of Sustainable Tourism. Subsequently, having evaluated the papers on a more detailed level, we arrived at a list of 42 relevant articles. 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. It can also help young people find a hobby which gets them off the streets and discourages them from crime. Wakefield, L.T. One main site that elicits fan emotions is the arena. * Hoegele, D., Schmidt, S.L. 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. 23 No. The marketing of professional sports leagues, European Journal of Marketing, Vol. References marked with an asterisk indicate studies included in the review. The literature has mainly derived conclusions from European elite football contexts. Globalization of sports refers to the process of expansion of the idea of sport across the world and phenomena is how that are associated with it. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 25 No. The final theme that emerged in the review focuses on fan behaviours. (2020), Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Sport in Society, Vol. 45 No. Critics claim the pace, and occasionally the outcome, of major league sports games are dictated by television commercials. Stokvis, R. (2000), Globalization, commercialization and individualization: conflicts and changes in elite athletics, Culture, Sport, Society, Vol. Meier, H.E. 3, pp. American Football etc.). . Belk, R.W. Giulianotti, 2011). 3, pp. Giulianotti, 2005; Kennedy, 2012; Merkel, 2012), Aspects of commercialization identified in the review, Distribution of negative and positive effects across outcome variables, Distribution of negative and positive effects across applied methodologies, Distribution of negative and positive effects across geographical areas, Football represents different sports in different countries. 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. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. However, fans may not consider themselves to be customers as their levels of engagement and loyalty to their teams often are very distinct from traditional relationships between a customer and a firm (Numerato and Giulianotti, 2018). 3, pp. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). Selling souvenirs connected to the team history, Commercial actors increase their impact on elite sports, Increased influence and coverage of mass-media such as major broadcasters, Broadcasting deals sold for billions of money (e.g. 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). * 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. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. 5, pp. Dubal (2010) illustrates that these frictions can open up fans to increase their influence through, for instance, uniting in fan communities. 45 No. 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. and Branscombe, N.R. Developing the quantitative stream can, for instance, measure attitudes and emotions and how commercialization of elite sport influences these. Tables 69 have, at least, one thing in common; negative effects on, and negative responses of, fans dominate. Several studies also indicate that commercialization affects how, and through what interactions fans develop their personal identity with the team or the sport (e.g. 2, pp. 560-572, doi: 10.1080/14660970.2016.1221822. 48 No. Merkel, 2012), and the pursuit of teams to engage with more fans (e.g. 359-376, doi: 10.1080/14660970.2012.655505. Several papers address how resistance to commercialization is manifested among fans. However, some research indicates that fans may also perceive commercialization as a positive process. 33 No. The paper highlights the complex and dynamic nature of commercialization. The field of sports in the 20th-21st century was influenced by the process of globalization. 3, pp. These studies focus, for instance, on how fans may respond to commercialization by resisting these influences. 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. 3, pp. (2012), New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Soccer and Society, Vol. It is too early to say. Andon and Houck, 2011), Commercialization can reduce, or establish the loyalty among fans (e.g. Fahln, J. and Stenling, C. (2016), Sport policy in Sweden, International Journal of Sport Policy, Vol. Table1 provides a detailed list of activities and processes that exemplify intensified commercialization and how it impacts different elite sports. Heere, B., James, J., Yoshida, M. and Scremin, G. (2011), The effect of associated group identities on team identity, Journal of Sport Management, Vol. There have on some occasions been problems when the name of the stadium has been changed to include a corporate trademark. Regarding identity, the studies highlight that commercialization can contribute to making fan identities globalized. 4, pp. As explained above, they are often connected and used as dimensions of commercialization (Numerato and Giulianotti, 2018). There is a dominance of papers applying identity theory and social identity theory (15 papers), highlighting the importance of fandom to self-identity construction. Quantitative papers, on the other hand, often find both positive and negative responses among fans. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). (2018), Sport team emotion: conceptualization, scale development and validation, Sport Management Review, Vol. Factors leading to increased commercialisation. According to commercial ideals, having a modern stadium is deemed fundamental. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. * Lee, M.S., Sandler, D.M. Click the card to flip . Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. 9, pp. 515-531, doi: 10.1080/19406940.2015.1063530. How Do You Use Toothpaste to Remove Scratches How Much Do Music Video Directors Get Paid? Horbel etal., 2016; Uhrich, 2014). Gantz, W., Wang, Z., Paul, B. and Potter, R.F. (2003)). Biscaia, R., Correia, A., Rosado, A., Maroco, J. and Ross, S. (2012), The effects of emotions on football spectators' satisfaction and behavioural intentions, European Sport Management Quarterly, Vol. Some studies also highlight that commercialization can spark fan resistance. For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. 21 No. international player recruitment, which fans may perceive differently compared to how intensified commercialization is perceived in men's elite football. 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. These changes may negatively affect fans' engagement with and perceived value of being fans (Tinson etal., 2021; Hognestad, 2015). Zhang, Z., Won, D. and Pastore, D.L. 2, pp. A level PE - commercialisation and the media. 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. 229-252, doi: 10.1080/01639620590905618. (2023), "How are fans affected by the commercialization of elite sports? These are well-known research themes in the fan literature (see the eight dimensions proposed by Stewart etal. 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? They found that if fans identify strongly with a team, it reduces the likelihood that fans switch to a competitive brand (Parganas etal., 2017). Andon and Houck (2011) study fan emotions in relation to the NHL Winter Classic, a special and commercial sporting event. Performer. We thereafter extended the search to academic journals explicitly focusing on sports and elite sport management, i.e. 407-418, doi: 10.1016/j.smr.2018.06.001. 89-96, doi: 10.1007/s12599-014-0315-7. 181-198, doi: 10.1080/14775080802310223. 2, pp. 465-486, doi: 10.1177/101269000035004002. 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). 22-34, doi: 10.1080/14610980008721860. 43 No. Sponsorship in sport. Lee, S., Kim, Y. and Heere, B. psychological and behavioural loyalty (Bauer etal., 2008). 87-100, doi: 10.1111/j.1542-734x.1987.1001_87.x. interest in football and the increasing commercialisation of the sports and thus protects the emotional bond that exists between the club and its fans. 2, pp. 3, pp. However, as pointed out in this review, several aspects of intensified commercialization may also lead to positive responses and effects on fans. 4, pp. One of the spirits of sport is to develop healthy life style. 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. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. Khondker, H.H. Apart from commercialization of elite sports, studies have as well examined its impacts on tourism (Swanson and Timothy, 2012), music (Moore, 2005) and to cultural customs (Belk, 1987). (2016), If we build it, will they come? ; July 2010, "The Michigan Daily"; Selling their Soles: The commercialisation of college sports; Ian Herbert; September 2005, IEG Sponsorship; Harsh Words about the Commercialization of Pro Sports; Carrie Urban Kapraun; October 2009. The review contributes with an analysis of studies and an agenda for future research, focusing on how fans are affected byand respond toincreasing commercialization. This yielded eight additional articles. Sponsorship can have both positive and negative effects on fan attitudes towards teams and sponsors (e.g. Hence, papers that discuss commercialization and elite sports in broader terms were excluded from the review. 274-288, doi: 10.1080/14660970.2019.1597717. (2016) illustrate that as sponsors increase in numbers, it is important for the sponsoring brand to match its brand identity with the team identity. There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. Following this principle, we categorized the papers based on (1) year of publication, (2) author, (3) journal, (4) method, (5) geographical context, (6) type of elite sport, (7) theoretical framework, (8) empirical results and (9) effects on fans of commercialization. It is also important to note that fans are not a homogenous group (Wang etal., 2020). However, some contexts are quite different. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Numerato and Giulianotti, 2018). Swanson, K.K. 3, doi: 10.1016/j.smr.2019.04.005. 21 No. Additionally, the lack of papers in other geographical contexts, distant from Europe, is also striking when assessing the geographical homogeneity of the reviewed papers. However, Jensen etal. Commercialisation. 517-528, doi: 10.1016/j.smr.2015.08.006. In terms of geographical areas, many European contexts have a different history, and way of commercializing than England. 295-319, doi: 10.1108/SBM-10-2014-0043. 13 No. * Hognestad, H.K. While different methodological perspectives are generally positive, the results show that conceptual studies, and to a certain extent qualitative studies, seem to be more focused on the negative effects on fans (Table8). Fritz etal., 2017). In total, 134 articles were retrieved. 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. 5, pp. Commodification is closely related to commercialization and is often used to describe that in a process where commercial gains are increasingly prioritized, people, services, ideas, and objects, such as sports teams and fans, become commodities with market values (Numerato and Giulianotti, 2018). 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. Additionally, Dubal (2010) recognizes the rise of tensions regarding modern football adopting market-based structures. 51 No. 15, pp. 206-216. 34 Nos 17-18, pp. 28, pp. 1741-1757, doi: 10.1080/02642069.2011.556190. Ticket prices, refreshments and team shirt prices have all gone up at the same time more and more advertising space is sold around the stadium and television rights are sold for almost every game. 3, pp. 4, pp. 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?
Gsis Pension Inquiry,
Articles T