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. 3, pp. 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). As qualitative studies seem more negative than quantitative, this may also change the view of commercialization as primarily negative for fans. Funk, D.C. and James, J. 19 No. This skewness mirrors the emerging nature of this research stream and emphasizes that several themes require more studies. 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). (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. (2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. A more recent study outlines three . (2020), Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Sport in Society, Vol. 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. Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. - more media interest. 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. 2, pp. However, to date, no structured review has been published on this topic. Sponsorship in sport. 4, pp. * Jensen, R., Bowman, N., Wang, Y. and Larson, B. We use the term football for European style football (soccer). 12 No. For fans, we used the following terms: Fans, Consumers and Supporters. This yielded 42 additional articles. Woisetschlger etal., 2013), new types of ownership structures (e.g. 4, pp. (2012) study clubs from a branding perspective and focus on the implications of commercial brand extensions on fans' emotions. Disadvantages with Commercialized Sport. 323-344, doi:10.1080/16184742.2014.926379. 529-546, doi: 10.1108/SBM-09-2017-0042. The geographical areas of the studies provide many different results on how fans are affected by commercialization (Table9). This yielded eight additional articles. Negative impacts of commercialisation of education * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. 3, pp. 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). The media promote the commercialisation of sports. The tension between the local and distant fans is also stressed by Evans and Norcliffe (2016), who illustrate that local fans may repel the commercialization of fan identities. * Dixon, K. (2014), Football fandom and Disneyisation in late-modern life, Leisure Studies, Vol. and Backhaus, C. (2013), Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, European Journal of Marketing, Vol. This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. 32 No. sponsors). We empower you to efficiently solve each new challenge and make your life better and easier. Their money, time and passion are the cornerstones for this intensified commercialization. individuals with a psychological connection to one orseveral team(s), sport(s), and/or athlete(s) (Funk and James, 2001), are important actors inthis regard. As explained above, they are often connected and used as dimensions of commercialization (Numerato and Giulianotti, 2018). 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). Panja, T. and Smith, R. (2021), How the super league fell apart, Nytimes.com, available at: https://www.nytimes.com/2021/04/22/sports/soccer/super-league-soccer.html (accessed 22 April 2021). 4 No. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. However, some contexts are quite different. Dwyer, B. Therefore, the purpose of this review is to develop a holistic understanding of extant studies addressing the impacts of elite sport commercialization on fans. * Woisetschlger, D.M., Haselhoff, V.J. Thus, studying other contexts with different background and traditions of sport is important to gain an holistic understanding of 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. In addition, new sponsors may be perceived as a threat to existing fan identities, while sponsors that have remained with the team for a long time may be seen as an important part of fans' identity. 6 No. 7 No. 457-484, doi: 10.1080/16184742.2017.1318410. There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. 184-197, doi: 10.1016/j.smr.2016.04.006. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. 1, pp. 2, pp. Stieglitz, S., Dang-Xuan, L., Bruns, A. and Neuberger, C. (2014), Social media analytics, Business and Information Systems Engineering, Vol. Participants in the study give word to the notion that overcommercialization can lead to disenchantment and thus erode fan loyalty (Hyatt and Foster, 2015). 23 No. Jensen etal., 2012; Dos Santos etal., 2016). He has published in journals such as the European Journal of Marketing, the Journal of Business Ethics, Business Strategy and the Environment, International Journal of Consumer studies, and many others. 10 No. (2011), Foreign fandom and the Liverpool FC: a cyber-mediated romance, Soccer and Society, Vol. 1, pp. In total, 134 articles were retrieved. Fleischmann and Fleischmann (2019) find that through social media, domestic fans more easily bond emotionally with their teams. 20 No. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. 26 No. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. Uhrich, S. (2014), Exploring customer-to-customer value co-creation platforms and practices in team sports, European Sport Management Quarterly, Vol. Jonas Nilsson (PhD) is associate professor in Business Administration at University of Gothenburg, Sweden. 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? Globalization of sports - Wikipedia 8 No. The media can have both a positive and negative effect on sport. 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). A level PE - commercialisation and the media. The structured review shows that the impacts of commercialization on fans relate to four different themes. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. Commercial spectator sports attrracted the interest of much of the population. Advertisements on major events rising in terms of worth (e.g. 253-265, doi: 10.1123/jsm.2012-0275. While there are probably more positive than negative impacts of commercialization in sports, there are still some negatives worth mentioning. 3, pp. 2023 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. * Daniel, P. and Kassimeris, C. (2013), The Politics and Culture of FC St. Pauli: from leftism, through anti-establishment, to commercialization, Soccer and Society, Vol. 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 . As with other service ecosystems, commercialization varies depending on factors such as geographical context, the sport itself, and the way the sport is practised. The marketing of professional sports leagues, European Journal of Marketing, Vol. Commercialisation and Media Flashcards | Quizlet 1233-1251, doi: 10.1108/03090561211247810. 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? Commercialisation also offers a distraction from the game as the top name players are singed up by major labels to promote products. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. 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. Fritz etal., 2017). Fan loyalty is conceptualized into two main dimensions, i.e. Commercialization in Professional Sports: Understanding Consumers Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. Click the card to flip . 3, pp. 22 No. Dubal (2010) illustrates that these frictions can open up fans to increase their influence through, for instance, uniting in fan communities. * Totten, M. (2016), Football and community empowerment: how FC Sankt Pauli fans organize to influence, Soccer and Society, Vol. - sponsorship. 167-182, doi: 10.1080/14660970.2013.776466. 2, pp. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. This review also illustrates methods for studying online contexts are scarce (see Table2). Factors leading to increased commercialisation. 510-531, doi: 10.1080/02642069.2016.1255730. 5, pp. 15 No. It has been claimed in some sports that commercialisation results in poorer player performance at international levels. Wakefield, L.T. 3.2 Socio-cultural influences and wellbeing in physical activity and sport Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. 1012-1026, doi: 10.1080/14660970.2015.1133416. Meier, H.E. As Turk points out: Unlike a retail clerk, the teacher's role is not to sell a product or please customers. With increased exposure of the game comes increased participation. Gantz, W., Wang, Z., Paul, B. and Potter, R.F. 3, pp. (1990), Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Journal of Sport and Social Issues, Vol. 23 No. Students should be taught to justify why the impact . Garca, B. and Welford, J. Lpez Fras, F.J. (2018), Football transfers and moral responsibility, Soccer and Society, Vol. Khondker, H.H. 139-154, doi: 10.1177/0193723514541283. 1, pp. * Giulianotti, R. (2011), Sport mega events, urban football carnivals and securitised commodification: the case of the English premier league, Urban Studies, Vol. * Merkel, U. 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. 17 No. Woisetschlger etal., 2013). 5, pp. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. and Casper, J.M. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. 815-829, doi: 10.1177/0038038511413426. Table1 provides a detailed list of activities and processes that exemplify intensified commercialization and how it impacts different elite sports. 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. Hence, papers with little relevance and/or only a minor focus on the impacts of commercialization on fans of elite sports were excluded. 324-348, doi: 10.1108/EJM-10-2014-0633. 48 No. Another aspect of commercialization revolves around the ownership structures of teams. 13 No. Several papers address how resistance to commercialization is manifested among fans. We thereafter extended the search to academic journals explicitly focusing on sports and elite sport management, i.e. 133-150, doi: 10.1177/0193723517696967. 43 No. (2012), New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Soccer and Society, Vol. Swanson, K.K. 445-457. 206-216. * Hewer, P., Gannon, M. and Cordina, R. (2017), Discordant fandom and global football brands: 'Let the people sing', Journal of Consumer Culture, Vol. Global orientation in attracting new fans, Commercialization of memorabilia and nostalgic elements related to the sport, Creation of open-air games (e.g. 153-173. The effects of the media on sport - Commercialisation in sport - AQA 3, pp. 199-217, doi: 10.1108/SBM-06-2013-0013. 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. 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. 4, pp. 465-486, doi: 10.1177/101269000035004002. Commercialisation is about media exposure for the sport. Daniel and Kassimeris, 2013; Torchia, 2016; Totten, 2016). With increased exposure of the game comes increased participation. In many contexts, especially within elite football, there is an increasing tendency of clubs being bought by private investors to earn money or for clubs to become marketing platforms for owners. 4, pp. 8 No. 25-46, doi: 10.1177/0193723502261003. All of this could be seen as a major distraction from the sport itself. 121-134, doi: 10.1080/16138171.2009.11687833. A categorization of the reviewed articles is important to provide an overview of the topic (Tranfield etal., 2003). 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. Tinson, J., Sinclair, G. and Gordon, R. (2021), How value is disrupted in football fandom, and how fans respond, European Sport Management Quarterly, pp. The analysis highlights the multifaceted nature of commercialization and how the different aspects of commercialization generate varying results (see Table7).

International Child Life Internship, Articles T