21 No. We then categorized the papers based on empirical contexts: the type of sport studied, the geographical focus, and the gender balance (Table 3). (2003)). 517-528, doi: 10.1016/j.smr.2015.08.006. Sponsorship in sport. The six former databases contain a wide scope of articles, and the two latter databases specialize in elite sports and leisure research. * Lee, M.S., Sandler, D.M. This skewness mirrors the emerging nature of this research stream and emphasizes that several themes require more studies. 2, doi: 10.1108/SBM-05-2014-0025. While local culture, norms, and history may still play a role, Petersen-Wagner (2017) argues that commercialization drives an individualization of fans. Thus, is it fair to conclude that fans respond to and are affected negatively by an increasing commercialization of elite sports? On the same topic, Delia (2017) studied fan identities in the service ecosystem of cycling and found that long-term sponsorship may result in positive legacy effects. It is difficult to come to a clear-cut conclusion for how fans respond to increasing commercialization. - sponsorship. They found that if fans identify strongly with a team, it reduces the likelihood that fans switch to a competitive brand (Parganas etal., 2017). Studies on fan identity, attitudes and emotions portray more varying effects. In terms of geographical areas, many European contexts have a different history, and way of commercializing than England. and Campos, C.P. Sport was the principal keyword, combined with Commercialization. As qualitative studies seem more negative than quantitative, this may also change the view of commercialization as primarily negative for fans. Commercialization is defined as the process of subordinating traditional values and norms in favour of profit maximization (Fritz etal., 2017). 21 No. Thanks! 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. * Hewer, P., Gannon, M. and Cordina, R. (2017), Discordant fandom and global football brands: 'Let the people sing', Journal of Consumer Culture, Vol. This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020; Mumcu etal., 2016). Sponsorship in sport - Commercialisation - WJEC - BBC Bitesize Having split loyalties, Hognestad (2012) argues that Norwegian fans can have favourite clubs both locally and in other leagues (so-called poly-supporter). Also here it is important to move beyond the European borders and for instance examine how, e.g. 1, pp. (2014), Estimating consumer spending on tickets, merchandise, and food and beverage: a case study of a NHL team, Journal of Sport Management, Vol. 19 No. Regarding identity, the studies highlight that commercialization can contribute to making fan identities globalized. 359-376, doi: 10.1080/14660970.2012.655505. Chanavat and Bodet (2014) argue that overcommercialization, such as clubs having an overly strong emphasis on (inappropriate) sponsorship activities, leads to negative fan attitudes towards elite sport actors (Chanavat and Bodet, 2014). The Positives and Negatives of Commercialism - GraduateWay Commercialisation is about media exposure for the sport. In European contexts and in a competition like the Olympics, elite sports often have close associations to ideals of amateurship and local connectedness. However, as research on commercialization is remarkably scarce outside Europe, for instance in North America and, or Asia, it indicates that commercialization may not cause the same types of tensions and resistance in these contexts as in Europe. Commercialization is increasingly evident in many elite sports service ecosystems (e.g. 3, pp. In total, 134 articles were retrieved. The second stage of the review process, i.e. Subcultural capital and the commercialization of a music scene, Deviant Behavior, Vol. * Chanavat, N. and Bodet, G. (2014), Experiential marketing in sport spectatorship services: a customer perspective, European Sport Management Quarterly, Vol. How are fans affected by the commercialization of elite sports? A 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. Four papers explicitly touched upon fan loyalty in connection to commercialization. 4, pp. Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. 104, pp. Several studies share the view that fan resistance develops when commercialization leads to perceived alienation (Duke, 2002; Hewer etal., 2017). 6) Difficulty in minority sports getting any sponsors. Second, fans are viewed as individuals with a psychological connection to a sport, a team and, or an athlete (Funk and James, 2001). 28 No. Sports teams are businesses like any other and they need to make money to survive. 5) Performers, teams and events can be manipulated or exploited to suit the sponsor. Commercialisation. 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. * Totten, M. (2016), Football and community empowerment: how FC Sankt Pauli fans organize to influence, Soccer and Society, Vol. Jensen etal., 2012; Dos Santos etal., 2016). 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. How Do You Use Toothpaste to Remove Scratches How Much Do Music Video Directors Get Paid? * Petersen-Wagner, R. (2017), The football supporter in a cosmopolitan epoch, Journal of Sport and Social Issues, Vol. Belk, R.W. 25-44, doi: 10.18666/jasm-2016-v8-i4-7221. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. Sponsorship can have both positive and negative effects on fan attitudes towards teams and sponsors (e.g. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. European Sport Management Quarterly, International Journal of Sport and Society, Sport Management Review, Journal of Sport and Tourism, and Sport Marketing Quarterly, Sport, Business and Management: An International Journal. Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. For some fans, this focus may imply tensions and conflicts with their own ideals and perceptions of authenticity (e.g. Stewart, B., Smith, A. and Nicholson, M. (2003), Sport consumer typologies: a critical review, Sport Marketing Quarterly, Vol. (2017), A digital ethnography of fan reaction to sponsorship termination, European Sport Management Quarterly, Vol. * Hognestad, H.K. 407-418, doi: 10.1016/j.smr.2018.06.001. 5, pp. 22, pp. 37 No. First, it will assess the view that modern sport was a lagged by-product of the . Meier, H.E. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. Advantages And Disadvantages Of Commercialisation Of Sports and Timothy, D.J. Study Paper 2 - Media, Sponsorship and commercialisation flashcards from Josie Phillips's QE class online, or in Brainscape's iPhone or Android app. 6, pp. Third, elite sports are regarded as sports performed on the highest athletic level. Over the past decades, sport has been increasingly commercialized, where enormous sums of money has been poured constantly. 2023 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. 3293-3310, doi: 10.1177/0042098011422395. The review contributes with an analysis of studies and an agenda for future research, focusing on how fans are affected byand respond toincreasing commercialization. Click the card to flip . 23 No. 44-68, doi: 10.1177/0193723518800433. 536-554, doi: 10.1080/14660970.2012.677227. 4, pp. 133-150, doi: 10.1007/s11747-012-0308-3. 3, pp. These changes may negatively affect fans' engagement with and perceived value of being fans (Tinson etal., 2021; Hognestad, 2015). 29 No. 1, pp. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. 10 No. 13 No. 3, pp. (2006), Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Vol. It is also important to note that fans are not a homogenous group (Wang etal., 2020). 22 No. However, some research indicates that fans may also perceive commercialization as a positive process. 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. 6, pp. From a management perspective, the review stresses the importance of being cautious in, e.g. Horbel, C., Popp, B., Woratschek, H. and Wilson, B. In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. * 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. 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. Merkel, 2012), and the pursuit of teams to engage with more fans (e.g. * Merkel, U. 10 No. Sposnorship. For instance, 16 articles are related to impacts on Fan Behaviours, while only 4 articles deal with impacts on Fan Emotions. (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. Instead, responses differ depending on aspect(s) of commercialization, geographical context(s) and the outcome variable(s) studied. 31 No. 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). 1, pp. 34 Nos 17-18, pp. 18 No. 3, pp. 2, pp. (1990), Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Journal of Sport and Social Issues, Vol. 70-91, doi: 10.1080/23750472.2018.1481765. 23 No. Further research is needed that embraces the inclusion of a more diverse set of methods, empirical contexts, theories, concepts, and aspects of commercialization. Mason, 1999), major broadcasting contracts (e.g. There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. 6, pp. 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). Lee, S., Kim, Y. and Heere, B. 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? 121-134, doi: 10.1080/16138171.2009.11687833. Globalization of sports - Wikipedia 18 No. They provide needed publicity and create and maintain spectator interest among large numbers of people. psychological and behavioural loyalty (Bauer etal., 2008). A level PE - commercialisation and the media. Moore, R. (2005), Alternative to what? - advertising. This implies that fans increasingly construct their self-identities using commercial elements that best fit their own desire, in contrast to previously more community-oriented self-identification (Petersen-Wagner, 2017). Youth Kia Wazza; Commercialization of Sports -- What Good? Again, commercialization is neither good nor bad it simply is what it is. We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. (2015), Supporters and football governance, from customers to stakeholders: a literature review and agenda for research, Sport Management Review, Vol. 3, pp. Thus, changing regulations in club ownership may negatively affect fan attitudes. The analysis highlights the multifaceted nature of commercialization and how the different aspects of commercialization generate varying results (see Table7). 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. 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. 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. 175-181. 50 No. 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. Ritzer and Stillman (2001) study the modernization of baseball stadiums and how this affects fan emotions. Koenigstorfer, J., Groeppel-Klein, A. and Kunkel, T. (2010), The attractiveness of national and international football leagues: perspectives of fans of star clubs and underdogs, European Sport Management Quarterly, Vol. Rimi Bowl, Pepsi Super Bowl, Ligue 1Uber Eats). 515-531, doi: 10.1080/19406940.2015.1063530. 17 No. Critics claim the pace, and occasionally the outcome, of major league sports games are dictated by television commercials. 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. 4, 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). The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. 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. Gantz, W., Wang, Z., Paul, B. and Potter, R.F. It can also help young people find a hobby which gets them off the streets and discourages them from crime. From the time when education started its first phase of commercialisation, the responsibilities of the teacher too, have been compromised. He has also co-edited books on events for Routledge and Edward Elgar. 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. 15, pp. (2012) study clubs from a branding perspective and focus on the implications of commercial brand extensions on fans' emotions. 14 No. 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. Fritz etal., 2017). 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. In most cases, however, the interviewees saw this increased emphasis on branding and club merchandise as something exciting and contributing to the experience of being a fan. 1741-1757, doi: 10.1080/02642069.2011.556190. More media in sport. 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. 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. 20 No. 4, pp. Super Bowl Commercials), Increased influence of sponsors on teams and competitions, Branded competitions (e.g. (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. For this paper, issues relating to degrees of subjectivity and bias must be addressed. For this review, commercialization, fans, and elite sports are the main concepts. 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). 4, pp. 177-187. 4, pp. Bauer, H.H., Stokburger-sauer, N.E. 7 No. The geographical areas of the studies provide many different results on how fans are affected by commercialization (Table9). 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. 336-355, doi: 10.1177/1469540517744692. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. 43 No. While fans and other major stakeholders traditionally have been local, teams and athletes increasingly seek to internationalize their fan bases to expand commercially (e.g. The media promote the commercialisation of sports. 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. Numerato and Giulianotti, 2018). Uhrich and Benkenstein (2012) surveyed German football fans and show how fans and their behaviours remain fundamental for evoking fan emotions. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Wann, D.L. In the previous literature, other concepts are often interlinked to commercialization of elite sports, such as commodification, marketization, modernization and globalization. We empower you to efficiently solve each new challenge and make your life better and easier. Merkel etal., 2016; Laurell and Soderman, 2018) and is at least partly induced by sponsors (e.g. The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. 25-49, doi: 10.1080/16184742.2013.865248. Public becomes more knowledgeable. Increasingly, advances in technology influence grass-roots as well as elite sport. Kelley, K., Harrolle, M.G. Thereafter, analytical themes for how elite sport commercialization affects fans and how fans respond are presented. 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). Advertisements on major events rising in terms of worth (e.g. * Andon, S.P. * Woisetschlger, D.M., Haselhoff, V.J. Stenling, C. and Fahln, J. In some countries, the influence of fans over their clubs is institutionalized in laws that restrict clubs from being governed solely by private investors (e.g. 41 No. References marked with an asterisk indicate studies included in the review. 184-197, doi: 10.1016/j.smr.2016.04.006. There is a risk that the loyalty of poly supporters (Hognestad, 2012) and satellite fans (Behrens and Uhrich, 2019) could come at the cost of lost loyalty among local fans.

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