Fritz etal., 2017). (2016), How context shapes value co-creation: spectator experience of sport events, Service Industries Journal, Vol. 529-546, doi: 10.1108/SBM-09-2017-0042. 461-469, doi: 10.1002/mar. Additionally, the lack of papers in other geographical contexts, distant from Europe, is also striking when assessing the geographical homogeneity of the reviewed papers. Therefore, future research should apply methods utilizing these platforms, such as social media analytics (Stieglitz etal., 2014), to investigate how fan engagement on social media is affected by commercialization. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. This procedure yielded 84 articles whose abstracts matched the scope of the review. Heere, B., James, J., Yoshida, M. and Scremin, G. (2011), The effect of associated group identities on team identity, Journal of Sport Management, Vol. Bauers etal. 4 No. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. 22-34, doi: 10.1080/14610980008721860. Wakefield, L.T. There are many forms of media to show sports such as social media, radio, TV and newspapers. 26 No. He has published in journals such as International Journal of Event and Festival Management, Tourism Management, and Journal of Sustainable Tourism. Other types of football are specified in the text (i.e. 175-181. 7, pp. First, it will assess the view that modern sport was a lagged by-product of the . 18 No. In an ethnographic study of an English premier league team, Putra (2019) highlights that the commercialization of the club, the possibility of selling tickets to foreign fans, and increasing ticket prices can potentially reduce loyalty among local fans. 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. 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. 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). These studies focus, for instance, on how fans may respond to commercialization by resisting these influences. 89-96, doi: 10.1007/s12599-014-0315-7. (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. 17 No. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. * Totten, M. (2016), Football and community empowerment: how FC Sankt Pauli fans organize to influence, Soccer and Society, 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. (2017) surveyed how sponsorship can affect attitudes and purchase intentions in relation to the sponsoring brand. 20 No. The effects of the media on sport - Commercialisation in sport - AQA Indeed, as shown in the tables above, there seems to be signs that research using certain methodologies and that takes place in certain cultural contexts (Europe) finds mainly negative responses among fans. Stokvis, R. (2000), Globalization, commercialization and individualization: conflicts and changes in elite athletics, Culture, Sport, Society, Vol. 48 No. Loyalty thus refers to both the psychological connection and intention to remain a fan to a team, as well as the behavioural aspects of being a fan, such as if and to what extent the fan attends games (Bauer etal., 2008). It is difficult to come to a clear-cut conclusion for how fans respond to increasing commercialization. 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. Advantages & disadvantages of commercialization in sports 4, pp. 3, pp. * Hoegele, D., Schmidt, S.L. 184-197, doi: 10.1016/j.smr.2016.04.006. 6 No. Globalization of sports - Wikipedia 606-621, doi: 10.1123/jsm.25.6.606. Commercialisation. 5, pp. This implies a process that remains strict to the scope, as well as to the relevance of the paper (Tranfield etal., 2003). 336-355, doi: 10.1177/1469540517744692. 18 No. Quantitative papers, on the other hand, often find both positive and negative responses among fans. Yet, some themes have received considerably more attention than others. John Armbrecht, PhD is an associate professor at the School of Business, Economics and Law at Gothenburg University. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. 5) Performers, teams and events can be manipulated or exploited to suit the sponsor. 279-297, doi: 10.1177/1469540517747094. These contexts provide interesting examples where fans might have a greater influence on how commercialization of elite sports should develop. Commercialization in Professional Sports: Understanding Consumers The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. The structured review shows that the impacts of commercialization on fans relate to four different themes. Ritzer and Stillman (2001) study the modernization of baseball stadiums and how this affects fan emotions. 33-4610, doi: 10.1108/IJSMS-10-03-2009-B005. Furst, R.T. (1971), Social change and the commercialization of professional sports, International Review of Sport Sociology, Vol. 1, pp. 2, pp. Through a structured review of current research, several insights have been presented. 4, pp. For this review, commercialization, fans, and elite sports are the main concepts. For instance, different levels of loyalty (Dwyer, 2011), engagement (Yoshida etal., 2014), identification (Wann and Branscombe, 1990) and roles in value-co-creation exist (e.g. We then analysed the content and findings to perform a relevant thematic analysis. Nonspecific, Cycling, Rugby, Baseball, Basketball, Consumer Attitudes, Stakeholder Theory, Resistance Theory, Ritual Theory, Role-Model Theory, Cultural Capital Theory, Extraordinary Experiences, Spatial Dimension Theory, Image Transfer Theory, Attachment Theory, Environmental Psychology Theory, Network Theory, Symbolic Consumption Theory, Systems and Life World Theory, Hegemony Theory, Commercialization of the role of athletes, teams and fans, Professionalization and market-orientation of elite sport teams management, Athletes becoming star-players and their importance for team identity, Introducing consumption-oriented ideals on fans, Elite sports becoming an entertainment product, Global branding of athletes/players/teams, Increased presence and coverage from media and major broadcasters. For some fans, this focus may imply tensions and conflicts with their own ideals and perceptions of authenticity (e.g. 229-252, doi: 10.1080/01639620590905618. 18 No. 103-117, doi: 10.1177/019372359001400203. Finally, attitudes among fans have also been studied in relation to the increased tensions between the local and global that commercialization contributes to. Furthermore, resistance may be evoked due to commercial influences on existing traditions and rituals (Hognestad, 2015). 13 No. Negative impacts of commercialisation of education international player recruitment, which fans may perceive differently compared to how intensified commercialization is perceived in men's elite football. Ritzer and Stillman, 2001), Commercialization implies new types of arranging sport events to yield emotional responses among fans (e.g. Thanks! Advantages And Disadvantages Of Commercialisation Of Sports 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). Studies on fan identity, attitudes and emotions portray more varying effects. 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. Their money, time and passion are the cornerstones for this intensified commercialization. The results are organized according to (1) methodological applications, (2) studied contexts and (3) the theoretical nature of the reviewed articles. However, Jensen etal. (2012), Football fans and clubs in Germany: conflicts, crises and compromises, Soccer and Society, Vol. The failed attempts by club owners to start a European Super League in football [1] (Panja and Smith, 2021) and the debates of whether to allow sponsorship within College Sports in the USA (Zhang etal., 2005) are two examples when commercialization has been heavily criticized. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). 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. In addition, surveys are the most used method for collecting data (11 articles). Youth Kia Wazza; Commercialization of Sports -- What Good? 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. and Branscombe, N.R. Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. (2020), Sports teams heritage: measurement and application in sponsorship, Journal of Business Research, Vol. 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). 153-173. 17 No. Commercial spectator sports attrracted the interest of much of the population. Increased professionalism. Attitudes are fans' overall evaluation of an object, issue or person (Parganas etal., 2017). 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). * 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. franchise teams) or to make the team a marketing platform, Global sport events, such as The Olympics and the FIFA World Cup, becoming Mega-Sport-Events (MSEs). 28 No. 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). 815-829, doi: 10.1177/0038038511413426. 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). * Ritzer, G. and Stillman, T. (2001), The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, Leisure Sciences, Vol. 39 No. 97-114, doi: 10.1108/SBM-10-2017-0065. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol.
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