159-169, doi: 10.1108/02651339710170230. 29 No. Attitudes are fans' overall evaluation of an object, issue or person (Parganas etal., 2017). Why Nike Uses Endorsements & Sponsorships, The average semi-pro footballer's salaries, Instructions for Monopoly Simpsons Edition. 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). 2, pp. 19 No. Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. A categorization of the reviewed articles is important to provide an overview of the topic (Tranfield etal., 2003). 3, pp. First, it will assess the view that modern sport was a lagged by-product of the . Several examples highlight that many fans are sceptical of the increasing commercialization of the elite sports service ecosystem (Numerato and Giulianotti, 2018; Woisetschlger etal., 2013). 217-239, doi: 10.1080/14775085.2013.846228. Commercialization is increasingly evident in many elite sports service ecosystems (e.g. This study therefore aims to address this knowledge gap in the nexus between increased commercialization, elite sports, and the impacts on fans. 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. 15 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. the heritage of the sport or the team, fan emotions can be intensified. Giulianotti, 2011). 2, doi: 10.1108/SBM-05-2014-0025. (2014), Estimating consumer spending on tickets, merchandise, and food and beverage: a case study of a NHL team, Journal of Sport Management, Vol. In the following sections, we analyse the state of research and present a research agenda to serve future studies. * 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. (2003)). . * 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. 203-240. It is a multifaceted process which may take on many different forms. 600-619, doi: 10.1177/1469540515611199. 4, pp. Each paper was summarized to review how fans are affected by an increasing commercialization. 5-23. 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. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. 13 No. In total, 134 articles were retrieved. Advantages & disadvantages of commercialization in sports However, commercialization may also encounter severe resistance in elite sports service ecosystems. The geographical areas of the studies provide many different results on how fans are affected by commercialization (Table9). Personally, the biggest negative aspect of commercialization is . 3, pp. Dubal (2010) illustrates that these frictions can open up fans to increase their influence through, for instance, uniting in fan communities. 4, 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. 33 No. Thus, is it fair to conclude that fans respond to and are affected negatively by an increasing commercialization of elite sports? PDF Title: Commercialization of sport Tuesday, 21 April 2020 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). 461-469, doi: 10.1002/mar. The structured review shows that the impacts of commercialization on fans relate to four different themes. Wakefield, L.T. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. Formalization and planning of major sport events to attract millions. Moore, R. (2005), Alternative to what? 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. Thus, as stadiums increasingly contain commercial elements and become more convenient stages for sport consumption and to experience the sport, social aspects cannot be underestimated (Uhrich and Benkenstein, 2012). Horbel etal., 2016; Uhrich, 2014). (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. 147-159, doi: 10.1016/j.smr.2017.06.003. Winell, E., Armbrecht, J., Lundberg, E. and Nilsson, J. For instance, 16 articles are related to impacts on Fan Behaviours, while only 4 articles deal with impacts on Fan Emotions. (2009), The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, European Journal for Sport and Society, Vol. 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. 1487-1510, doi: 10.1108/EJM-03-2012-0140. 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 . 13 No. * Andon, S.P. 5, pp. 22-34, doi: 10.1080/14610980008721860. Studies on fan identity, attitudes and emotions portray more varying effects. 21 No. 70-91, doi: 10.1080/23750472.2018.1481765. Instead, the reviewed papers show the many different aspects of commercialization, such as sponsorship, business-like management, and modernization of stadiums. 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). 205-226, doi: 10.1123/jsm.22.2.205. 2, pp. European elite football (Numerato and Giulianotti, 2018). 203-220, doi: 10.1080/14759551.2016.1161625. 103-117, doi: 10.1177/019372359001400203. Hoegele etal., 2014; Meng etal., 2015). Other types of football are specified in the text (i.e. 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. * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. To extend the scope of the search, we, based on an overview of related papers found in the preliminary stages of this review and the literature review on the concept of commercialization, included the following terms: Commodification, Marketization, Modernization and Globalization. Kelley, K., Harrolle, M.G. As with other service ecosystems, commercialization varies depending on factors such as geographical context, the sport itself, and the way the sport is practised. From a management perspective, the review stresses the importance of being cautious in, e.g. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. 89-96, doi: 10.1007/s12599-014-0315-7. 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. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. 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. 25-46, doi: 10.1177/0193723502261003. In addition, surveys are the most used method for collecting data (11 articles). Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 489-499, doi: 10.1016/j.tourman.2011.10.007. 153-173. This yielded 42 additional articles. 124, doi: 10.1016/j.jbusres.2020.03.040. 815-829, doi: 10.1177/0038038511413426. 17 No. 121-134, doi: 10.1080/16138171.2009.11687833. 1-21, doi: 10.1080/02614367.2012.667819. 1-19, doi: 10.1123/ijsc.4.1.1. Fans, i.e. * Abosag, I., Roper, S. and Hind, D. (2012), Examining the relationship between brand emotion and brand extension among supporters of professional football clubs, European Journal of Marketing, Vol. 1, pp. 45 No. 2, pp. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). * Richardson, B. and Turley, D. (2006), Support your local team: resistance, subculture, and the desire for distinction, Advances in Consumer Research, Vol. However, to date, no structured review has been published on this topic. 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. 51 No. 2, pp. 1, pp. From the time when education started its first phase of commercialisation, the responsibilities of the teacher too, have been compromised. 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. The Pro's and Con's for the Sport! Advertising. 3, doi: 10.1016/j.smr.2019.04.005. Four papers explicitly touched upon fan loyalty in connection to commercialization. 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. Examples of changed structures for fan identification are, for instance, the growth of global superstars, which for some are more important to the identity than the team (Hoegele etal., 2014). NHL Winter Classic). Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. 274-288, doi: 10.1080/14660970.2019.1597717. Youth Kia Wazza; Commercialization of Sports -- What Good? They provide needed publicity and create and maintain spectator interest among large numbers of people. These changes may negatively affect fans' engagement with and perceived value of being fans (Tinson etal., 2021; Hognestad, 2015). 323-339, doi: 10.1123/ssj.9.4.323. Over the past decades, sport has been increasingly commercialized, where enormous sums of money has been poured constantly. How Do You Use Toothpaste to Remove Scratches How Much Do Music Video Directors Get Paid? 265-289, doi: 10.1080/16184742.2017.1279203. Gantz, W., Wang, Z., Paul, B. and Potter, R.F. He has published in journals such as International Journal of Event and Festival Management, Tourism Management, and Journal of Sustainable Tourism. 1, pp. For example, new leagues are created in, e.g. 14 No. * Hognestad, H.K. - advertising. Rose, M., Rose, G.M., Merchant, A. and Orth, U.R. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports.,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 . The media can have both a positive and negative effect on sport. 3, pp. Students should be taught to justify why the impact . The effects of the media on sport - Commercialisation in sport - AQA 3, pp. We use the term football for European style football (soccer). Backman, J. and Carlsson, B. 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. Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. Click the card to flip . Doyle, J.P., Lock, D., Funk, D.C., Filo, K. and McDonald, H. (2017), 'I was there from the start': the identity-maintenance strategies used by fans to combat the threat of losing, Sport Management Review, Vol. 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. 18 No. 19 No. 6, pp. 104, pp. 37 No. 229-252, doi: 10.1080/01639620590905618. 21 No. Belk, R.W. 25-49, doi: 10.1080/16184742.2013.865248. PDF The Role of Commercialisation of the European Football Business for the 1, pp. Disadvantages with Commercialized Sport. Table5 summarizes each theme and the major results found in the specific papers. As qualitative studies seem more negative than quantitative, this may also change the view of commercialization as primarily negative for fans. Table1 provides a detailed list of activities and processes that exemplify intensified commercialization and how it impacts different elite sports. (2016), If we build it, will they come? The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. 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. The planning phase focuses on assessing the relevance and limits of the specified topic. 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 . 9 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). 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). In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. 8 No. 123-146, doi: 10.1177/1012690210362426. This is because these tourist fans have not been loyal to the teams for long. 560-572, doi: 10.1080/14660970.2016.1221822. 119-150, doi: 10.1016/S1441-3523(01)70072-1. 3, pp. 10 No. (2016), How context shapes value co-creation: spectator experience of sport events, Service Industries Journal, Vol. 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. 23 No. 87-100, doi: 10.1111/j.1542-734x.1987.1001_87.x. 386-410, doi: 10.1177/0193723505280530. 167-182, doi: 10.1080/14660970.2013.776466. Advertisements on major events rising in terms of worth (e.g. 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. 2, pp. (2016) illustrate that as sponsors increase in numbers, it is important for the sponsoring brand to match its brand identity with the team identity. 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?
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