46 No. 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 . 253-265, doi: 10.1123/jsm.2012-0275. 18 No. * Giulianotti, R. (2005), Sport spectators and the social consequences of commodification: critical perspectives from Scottish football, Journal of Sport and Social Issues, Vol. 1, pp. . Thus, Table4 is a combination of theoretical frameworks as well as theoretically oriented concepts. For fans, we used the following terms: Fans, Consumers and Supporters. The Pro's and Con's for the Sport! This review set out to investigate how research has studied how fans are affected by intensified commercialization. Why Nike Uses Endorsements & Sponsorships, The average semi-pro footballer's salaries, Instructions for Monopoly Simpsons Edition. Numerato and Giulianotti, 2018). 392-412, doi: 10.1080/16184742.2016.1276208. 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. (2012), New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Soccer and Society, Vol. 17 No. Liang, Y. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. Wann, D.L. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. One of the main problems with increased commercialisation from a fan's perspective is the feeling the increased costs are passed on to them. 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. 14 No. All of this could be seen as a major distraction from the sport itself. Behrens and Uhrich (2019) emphasize that commercialization has increased the presence of foreign fans, so-called satellite fans. 600-619, doi: 10.1177/1469540515611199. * Jensen, R., Bowman, N., Wang, Y. and Larson, B. 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. Funk, D.C. and James, J. 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. 274-288, doi: 10.1080/14660970.2019.1597717. 203-220, doi: 10.1080/14759551.2016.1161625. 9, pp. * Richardson, B. and Turley, D. (2006), Support your local team: resistance, subculture, and the desire for distinction, Advances in Consumer Research, Vol. The third theme that emerged in the review relates to the impacts of commercialization on fan emotions, for instance, the intensity of anger, anxiety, dejection, happiness, and excitement as responses to certain stimuli in the elite sport context (Biscaia etal., 2012). Horbel etal., 2016; Uhrich, 2014). 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. Another aspect of commercialization revolves around the ownership structures of teams. 2, pp. Anglo-Saxon regions, particularly England (14), were the most prominent. 1233-1251, doi: 10.1108/03090561211247810. 48 No. 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. Outline three positive impacts of commercialisation in sport on performers (3 marks). 3, pp. While there are probably more positive than negative impacts of commercialization in sports, there are still some negatives worth mentioning. Fans, i.e. 2, pp. The field of sports in the 20th-21st century was influenced by the process of globalization. 39 No. Instead, the reviewed papers show the many different aspects of commercialization, such as sponsorship, business-like management, and modernization of stadiums. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. 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. 147-159, doi: 10.1016/j.smr.2017.06.003. With increased exposure of the game comes increased participation. Several of the studies set in English elite football point out the negative effects of intensified commercialization. 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. 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. 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? Laurell, C. and Soderman, S. (2018), Sport in business studies: a state-of-the-art literature review, Sport, Business and Management, Vol. 10 No. 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). We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. The third most applied theoretical framework is cultural theory. 3293-3310, doi: 10.1177/0042098011422395. 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). Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . (2011), Divided loyalty? * Hognestad, H.K. 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. In European contexts and in a competition like the Olympics, elite sports often have close associations to ideals of amateurship and local connectedness. NHL Winter Classic). Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . The media can have both a positive and negative effect on sport. 4 No. and Robertson, R. (2018), Glocalization, consumption, and cricket: the Indian premier league, Journal of Consumer Culture, Vol. 45 No. While it is difficult to generalize from the four papers, most arguments discuss the negative impacts of commercialization on fan loyalty. Finally, there is a complete lack of studies on the commercialization of women's elite sports and its impacts on its fans in this review (Table3). (2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. Rahman, M. and Lockwood, S. (2011), How to use your Olympian: the paradox of athletic authenticity and commercialization in the contemporary Olympic games, Sociology, Vol. 324-348, doi: 10.1108/EJM-10-2014-0633. 23 No. 6, pp. Radio was the first form to show sports and now TV is the most powerful form for spectator to . Furthermore, quantitative studies open for assessing different types of fans (from highly involved to more occasionally involved fans) and how these fans embrace and, or resist commercialization. Increasingly, advances in technology influence grass-roots as well as elite sport. There are many forms of media to show sports such as social media, radio, TV and newspapers. 206-216. Garca, B. and Welford, J. Thus, there is an urgency in approaching fans of women's elite sports and discussing how they respond to commercialization. 22-34, doi: 10.1080/14610980008721860. Super Bowl Commercials), Increased influence of sponsors on teams and competitions, Branded competitions (e.g. In some contexts, fans may also perceive their sport, team, or athlete to be taken over by commercial ideals, which shifts the roles of fans to more passive consumers (e.g. Each paper was summarized to review how fans are affected by an increasing commercialization. 227-242, doi: 10.1080/16184742.2012.679949. 28 No. Teams base their potential development on player transfers, Commercialization of elite sport infrastructure, Development of stadiums with an increasingly commercial tone, Creation of VIP-boxes, sponsored stadium names, advertisements in and around games, merchandise outlets, Commercialization of communication in elite sports, Elite sports marketed as an entertainment product, Introduction of pre- and in-game entertainment. 3, pp. Table2 highlights the methods used in the research to date. Through a structured review of current research, several insights have been presented. There is a dominance of papers applying identity theory and social identity theory (15 papers), highlighting the importance of fandom to self-identity construction. Another reason for the difficulties in finding clear consensus is the variety of applied methods. 3 No. Yet, some themes have received considerably more attention than others. Instead, responses differ depending on aspect(s) of commercialization, geographical context(s) and the outcome variable(s) studied. 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). 3, pp. Furthermore, there is a shortage of studies discussing the potential positive impacts of commercialization on fans. 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. From the time when education started its first phase of commercialisation, the responsibilities of the teacher too, have been compromised. 184-197, doi: 10.1016/j.smr.2016.04.006. John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. For instance, in the dominant setting, i.e. 3, pp. For this review, commercialization, fans, and elite sports are the main concepts. * Giulianotti, R. (2011), Sport mega events, urban football carnivals and securitised commodification: the case of the English premier league, Urban Studies, Vol. 815-829, doi: 10.1177/0038038511413426. Hence, papers that discuss commercialization and elite sports in broader terms were excluded from the review. 1, pp. Dubal (2010) illustrates that these frictions can open up fans to increase their influence through, for instance, uniting in fan communities. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. 21 No. Click the card to flip . 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. 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. 33 Nos 3/4, pp. Dwyer, B. In doing this, the authors performed a structured review of 42 academic articles published between 1992 and 2020 that all focus on how fans respond and are affected by the commercialization of elite sports. 3, pp. 7, pp. Sports teams are businesses like any other and they need to make money to survive. 37 No. 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. 14 No. Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. As a final stage, we assessed leading marketing journals, with an explicit perspective on individuals as customers. (2020), Sports teams heritage: measurement and application in sponsorship, Journal of Business Research, Vol. (2012), Football fans and clubs in Germany: conflicts, crises and compromises, Soccer and Society, Vol. Fans are defined as individuals with a psychological connection and specific interest in one or several sports, teams, and/or athletes (Funk and James, 2001). 3, pp. 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. 3, pp. Heere, B., James, J., Yoshida, M. and Scremin, G. (2011), The effect of associated group identities on team identity, Journal of Sport Management, Vol. - more media interest. 1-20, doi: 10.1080/16184742.2019.1643384. The study indicates that most fans do not want this privatization development for two reasons: to prevent commercial interests in more than one club and for reasons of traditional and social interest. Additionally, the lack of papers in other geographical contexts, distant from Europe, is also striking when assessing the geographical homogeneity of the reviewed papers. 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. 4, pp. 2, pp. Hyatt and Foster, 2015; Putra, 2019), Commercialization may lead to resistance towards a commodified sport product and resistance due to perceived sense of alienation (e.g. 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). 4, pp. 6 No. Thus, studying other contexts with different background and traditions of sport is important to gain an holistic understanding of commercialization. (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. Sposnorship. However, to date, no structured review has been published on this topic. Merkel, 2012), and the pursuit of teams to engage with more fans (e.g. 279-297, doi: 10.1177/1469540517747094. 10 No. A review of the literature and a research agenda", Sport, Business and Management, Vol. To understand how commercialization affects fans of elite sports, we perform a structured review. The marketing of professional sports leagues, European Journal of Marketing, Vol. Belk, R.W. Another line of research focuses on how commercial elements are used to elicit emotions among fans, for instance, by drawing upon nostalgia. This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. The resulting themes emerged without any specific analytical or theoretical model and set the basis for the analysis and research agenda. Participants in the study give word to the notion that overcommercialization can lead to disenchantment and thus erode fan loyalty (Hyatt and Foster, 2015). 2, pp. Social media is an increasingly important platform for consumers and for brand-consumer interactions (Stieglitz etal., 2014), as well as for fan-to-fan and fan-to-team interactions (Wakefield and Bennett, 2018). 22 No. With increased exposure of the game comes increased participation. 6 No. 5 No. According to commercial ideals, having a modern stadium is deemed fundamental. 25, pp. 736-757, doi: 10.1002/mar. Therefore, ideals related to this heritage may be prone to collide with intensified commercialization (Numerato and Giulianotti, 2018). It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . 341-358. 4, pp. 6, pp. Advertisements on major events rising in terms of worth (e.g. 3, pp. 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. 2, pp. * Evans, D. and Norcliffe, G. (2016), Local identities in a global game: the social production of football space in Liverpool, Journal of Sport and Tourism, Vol. Thus, commercialization can spur opportunities for teams and, or athletes to earn more profits and therein, to become more successful. 45 No. Nash (2000) finds that, as major leagues, such as the English Premier League commercialize, it can increase the willingness of and opportunities for fans to engage with club management. These are well-known research themes in the fan literature (see the eight dimensions proposed by Stewart etal. (2018), Sport team emotion: conceptualization, scale development and validation, Sport Management Review, Vol. DeSchriver, T.D., Rascher, D.A. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, 'I was there from the start': the identity-maintenance strategies used by fans to combat the threat of losing, Social change and the commercialization of professional sports, Critical service logic: making sense of value creation and co-creation, Journal of the Academy of Marketing Science, The effect of associated group identities on team identity, Estimating consumer spending on tickets, merchandise, and food and beverage: a case study of a NHL team, The attractiveness of national and international football leagues: perspectives of fans of star clubs and underdogs, Sport team emotion: conceptualization, scale development and validation, How to use your Olympian: the paradox of athletic authenticity and commercialization in the contemporary Olympic games, The market for football club investors: a review of theory and empirical evidence from professional European football, Sports teams heritage: measurement and application in sponsorship. 50 No. 32 No. There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. (2009), The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, European Journal for Sport and Society, Vol. These types of brand extensions are discussed as sports organizations' activities going beyond the core product of the team to generate more revenues, for example, marketing branded merchandise to extend the fan experience (Abosag etal., 2012). 175-181. 880-896, doi: 10.1080/14660970.2011.609686. 14 No. Commercialized sports was one of several male bastions. Winell, E., Armbrecht, J., Lundberg, E. and Nilsson, J. Finally, attitudes among fans have also been studied in relation to the increased tensions between the local and global that commercialization contributes to. 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). Definition of commercialisation. 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). * Hognestad, H.K. 1, pp.
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