Hognestad (2012) highlights the notion that increasing commercialization in combination with increasing media interest has the tendency to move fans from being supporters of one club (so called mono-supporters) to several. 25-49, doi: 10.1080/16184742.2013.865248. 399-417, doi: 10.1123/jsm.2013-0199. Major sport events having a major impact on local societies through increased tourism, new infrastructure etc. 21 No. and Houck, D.W. (2011), Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Vol. Khondker and Robertson, 2018). As they did not focus on how the process of commercialization affects fans, they were excluded. 41 No. 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. and Emery, P.R. Table5 summarizes each theme and the major results found in the specific papers. 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. For the final stage of the review, i.e. For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. * 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. and Exler, S. (2008), Brand image and fan loyalty in professional team sport, Journal of Sport Management, Vol. It is also important to note that fans are not a homogenous group (Wang etal., 2020). 1, pp. 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. Thus, studying other contexts with different background and traditions of sport is important to gain an holistic understanding of commercialization. The results are organized according to (1) methodological applications, (2) studied contexts and (3) the theoretical nature of the reviewed articles. 3.2 Positive and negative impacts of commercialisation on sport - Quizlet In addition, modernization and globalization are often related to commercialization, as they highlight that a commercial logic motivates organizations and other actors to modernize and globalize to gain financial revenues (Backman and Carlsson, 2020). For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. All of this could be seen as a major distraction from the sport itself. * Hognestad, H.K. 815-829, doi: 10.1177/0038038511413426. 00:0112:45. (2014), Superstars as drivers of organizational identification: empirical findings from professional soccer, Psychology and Marketing, Vol. 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. These themes are to some extent overlapping, and studies sometimes focus on more than one of the consequences for fans. Hoehn, T. and Szymanski, S. (1999), The Americanization of European football, Economic Policy, Vol. Daniel and Kassimeris, 2013; Torchia, 2016; Totten, 2016). Essentially, all papers focused on sports for men, and there was no article studying fans in women's elite sports. (2015), Supporters and football governance, from customers to stakeholders: a literature review and agenda for research, Sport Management Review, Vol. 2, pp. While different methodological perspectives are generally positive, the results show that conceptual studies, and to a certain extent qualitative studies, seem to be more focused on the negative effects on fans (Table8). Advertisements on major events rising in terms of worth (e.g. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. * Fleischmann, A.C. and Fleischmann, M. (2019), International orientation of professional football beyond Europe: a digital perspective on the global reach of English, German and Spanish clubs, Sport, Business and Management, Vol. Mason, 1999), major broadcasting contracts (e.g. Outline three positive impacts of commercialisation in sport on performers (3 marks). English elite football, commercialization is mainly associated with negative effects for fans. 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. (2012), Football fans and clubs in Germany: conflicts, crises and compromises, Soccer and Society, Vol. 55-66, doi: 10.1108/13555851011013155. 43 No. 9, pp. 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). 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. 3, pp. 18 No. 25 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). Methodologically, the review builds on the method suggested by Tranfield etal. - sponsorship. and Backhaus, C. (2013), Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, European Journal of Marketing, Vol. 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. He started his PhD studies in autumn 2019 and has his research interest in the nexus of elite sport commercialization, customer engagement and value co-creation. 2, 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). While it is difficult to generalize from the four papers, most arguments discuss the negative impacts of commercialization on fan loyalty. Increasingly, advances in technology influence grass-roots as well as elite sport. 205-226, doi: 10.1123/jsm.22.2.205. Granados, M.L., Hlupic, V., Coakes, E. and Mohamed, S. (2011), Social enterprise and social entrepreneurship research and theory: a bibliometric analysis from 1991 to 2010, Social Enterprise Journal, Vol. 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. and von Uechtriz, C. (2020), The key role of sport policies for the popularity of women's sports: a case study on women's soccer in Germany, Sociology of Sport Journal, Vol. (2011), Foreign fandom and the Liverpool FC: a cyber-mediated romance, 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. 23, pp. 13 No. The media can have both a positive and negative effect on sport. Lpez Fras, F.J. (2018), Football transfers and moral responsibility, Soccer and Society, Vol. Fans, i.e. 14 No. 7 No. * Hognestad, H.K. Instead, the reviewed papers show the many different aspects of commercialization, such as sponsorship, business-like management, and modernization of stadiums. Thus, is it fair to conclude that fans respond to and are affected negatively by an increasing commercialization of elite sports? (PDF) Sport, industry and industrial sport in Britain before 1914 (2012), New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Soccer and Society, Vol. 274-288, doi: 10.1080/14660970.2019.1597717. 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). In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. 17 No. 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). * Hewer, P., Gannon, M. and Cordina, R. (2017), Discordant fandom and global football brands: 'Let the people sing', Journal of Consumer Culture, Vol. Additionally, Merkel (2012) studied German football fans and found that commercialization and resistance among fans can motivate a higher degree of fan involvement. 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). Sponsorship in sport. 32 No. 217-239, doi: 10.1080/14775085.2013.846228. On an overarching level, the results indicate that increasing commercialization can lead to both value-co-creation and value-co-destruction in these service ecosystems. 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. Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. Sports teams are businesses like any other and they need to make money to survive. 17 No. * Putra, L.R.D. Having split loyalties, Hognestad (2012) argues that Norwegian fans can have favourite clubs both locally and in other leagues (so-called poly-supporter). 99-113, doi: 10.1080/014904001300181693. This procedure yielded 84 articles whose abstracts matched the scope of the review. 1, pp. 51 No. However, as pointed out in this review, several aspects of intensified commercialization may also lead to positive responses and effects on fans. 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. 3, pp. 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. Erik Winell, PhD Student is a doctoral student at the School of Business, Economics and Law at Gothenburg University. Wakefield, L.T. reporting the results, a suitable approach is to categorize the reviewed literature (Tranfield etal., 2003). * Kennedy, D. (2012), Football stadium relocation and the commodification of football: the case of Everton supporters and their adoption of the language of commerce, Soccer and Society, Vol. Furthermore, resistance may be evoked due to commercial influences on existing traditions and rituals (Hognestad, 2015). The media can have both a positive and negative effect on sport. O'Hallarn, B., Shapiro, S.L., Wittkower, D.E., Ridinger, L. and Hambrick, M.E. He received his PhD in 2014, where he describes and analyses tourism and event impacts from a sustainable development perspective. 4, pp. 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. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. References marked with an asterisk indicate studies included in the review. This review set out to investigate how research has studied how fans are affected by intensified commercialization. Whether you need to fix, build, create or learn, eHow gives you practical solutions to the problems life throws at you. The Positives and Negatives of Commercialism - GraduateWay Winell, E., Armbrecht, J., Lundberg, E. and Nilsson, J. It presents a research agenda for future research and emphasizes a need to integrate the interests of several stakeholders when managing the impacts of elite sport commercialization. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. 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. DeSchriver, T.D., Rascher, D.A. 3, pp. 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. At this stage of the field's early maturity (42 papers in this review), we do not know for sure. three negative impacts of commercialisation in sport on spectators Tinson, J., Sinclair, G. and Gordon, R. (2021), How value is disrupted in football fandom, and how fans respond, European Sport Management Quarterly, pp. 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. fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. We then analysed the content and findings to perform a relevant thematic analysis. psychological and behavioural loyalty (Bauer etal., 2008). 2, pp. 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 . * Numerato, D. and Giulianotti, R. (2018), Citizen, consumer, citimer: the interplay of market and political identities within contemporary football fan cultures, Journal of Consumer Culture, Vol. Abstract. 13 No. There have on some occasions been problems when the name of the stadium has been changed to include a corporate trademark. The effects of the media on sport - Commercialisation in sport - AQA (2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. 3, pp. This development supports financial growth and, e.g. However, commercialization may also encounter severe resistance in elite sports service ecosystems. The relationship between sport, sponsorship and the media. Fahln, J. and Stenling, C. (2016), Sport policy in Sweden, International Journal of Sport Policy, Vol. Advantages & disadvantages of commercialization in sports He specializes in consumer behaviour, with a wide empirical focus in areas such as sports, financial services and consumer privacy. Again, commercialization is neither good nor bad it simply is what it is. 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. 20 Nos 3-4, pp. 17 No. Their money, time and passion are the cornerstones for this intensified commercialization. The results also imply that most fans, at least in Germany, do not support what is seen as a significant involvement of private actors (Bauers etal., 2019). 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 . 4, pp. 3, pp. 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. 3, pp. We use the term football for European style football (soccer). . 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. Fan resistance can motivate fan communities to reshape the meanings and identities of clubs (e.g. Khondker, H.H. 4, pp. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. 402-419, doi: 10.1108/03090569910253251. 880-896, doi: 10.1080/14660970.2011.609686. It is too early to say. 21 No. 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. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. Yet, considering the scarcity of papers examining the effects of elite sport commercialization in other contexts, it is important to broaden the contextual applications and conceptual breadth. and Bennett, G. (2018), Sports fan experience: electronic word-of-mouth in ephemeral social media, Sport Management Review, Vol. 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. The marketing of professional sports leagues, European Journal of Marketing, Vol. 124, doi: 10.1016/j.jbusres.2020.03.040. 2, pp. The geographical areas of the studies provide many different results on how fans are affected by commercialization (Table9). 536-554, doi: 10.1080/14660970.2012.677227. We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. Thereafter, analytical themes for how elite sport commercialization affects fans and how fans respond are presented. 407-418, doi: 10.1016/j.smr.2018.06.001. Negative impacts of commercialisation of education 4, pp. There is a dominance of papers applying identity theory and social identity theory (15 papers), highlighting the importance of fandom to self-identity construction. 3, pp. Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. 515-531, doi: 10.1080/19406940.2015.1063530. 15 No. However, commercialization, such as more revenues from sponsors, increases the possibilities of recruiting better players or modernizing club facilities that may be embraced by fans. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. 323-344, doi:10.1080/16184742.2014.926379. * 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. 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. 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. 1, pp. Thus, commercialization can spur opportunities for teams and, or athletes to earn more profits and therein, to become more successful. Thus, it is important to include a variety of databases to obtain a valid foundation for analysis (Tranfield etal., 2003). 3, pp. The findings are important for both scholars and practitioners as commercialization has been heavily debated among fans, media, and clubs, and as it is only in recent decades that scholarly attention has focused upon this topic. The resulting themes emerged without any specific analytical or theoretical model and set the basis for the analysis and research agenda. 12 No. 341-358. 153-173. We thereafter extended the search to academic journals explicitly focusing on sports and elite sport management, i.e. Subcultural capital and the commercialization of a music scene, Examination of women's sports fans' attitudes and consumption intentions, Citizen, consumer, citimer: the interplay of market and political identities within contemporary football fan cultures, A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Linking sport team sponsorship to perceived switching cost and switching intentions, The football supporter in a cosmopolitan epoch, Your Neighbors Walk Alone (YNWA): urban regeneration and the predicament of being local fans in the commercialized English football league, Deep fan: mythic identification, technology, and advertising in spectator sports, Support your local team: resistance, subculture, and the desire for distinction, The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, International Journal of Sports Marketing and Sponsorship, Literature review as a research methodology: an overview and guidelines, The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, Sport consumer typologies: a critical review, Business and Information Systems Engineering, Globalization, commercialization and individualization: conflicts and changes in elite athletics, Souvenirs: icons of meaning, commercialization and commoditization, The ball may be round but football is becoming increasingly Arabic: oil money and the rise of the new football order, How value is disrupted in football fandom, and how fans respond, An alternative football club in a liquid modernity: FC United of Manchester, Football and community empowerment: how FC Sankt Pauli fans organize to influence, Towards a methodology for developing evidence-informed management knowledge by means of systematic review, Exploring customer-to-customer value co-creation platforms and practices in team sports, Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events, The determinants of stadium attendance in elite womens football: evidence from the UEFA Womens Champions League, Sports fan experience: electronic word-of-mouth in ephemeral social media, Handbook of research on the impact of fandom in society and consumerism, in, Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context, The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, The uniqueness of sport: testing against marketing's empirical laws, Building global football brand equity: lessons from the Chinese market, Asia Pacific Journal of Marketing and Logistics, If we build it, will they come? However, to date, no structured review has been published on this topic. Developing the quantitative stream can, for instance, measure attitudes and emotions and how commercialization of elite sport influences these. 203-240. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). 147-159, doi: 10.1016/j.smr.2017.06.003. Technology affects many aspects of sport from performance on and off the field to spectating and public profile. 2, pp. Para enviarnos tus inquietudes, ideas o simplemente saber ms acerca de Cuida Tu Dinero, escrbenos. 1, pp. 23 Nos 1-2, pp. 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. They found that if fans identify strongly with a team, it reduces the likelihood that fans switch to a competitive brand (Parganas etal., 2017). 175-181. Gordon, K.O. 14 No. 4, pp. (2020), Sports teams heritage: measurement and application in sponsorship, Journal of Business Research, Vol. 26 No. Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999). Andon and Houck, 2011), Commercialization can reduce, or establish the loyalty among fans (e.g. One of the spirits of sport is to develop healthy life style. This review also concludes that as many studies are based in Anglo-Saxon contexts, we lack a holistic understanding of the nature of commercialization of elite sports. 203-220, doi: 10.1080/14759551.2016.1161625. Dixon, 2014; Kennedy, 2012). 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. 4, pp. Andon and Houck (2011) study fan emotions in relation to the NHL Winter Classic, a special and commercial sporting event. * Meng, M.D., Stavros, C. and Westberg, K. (2015), Engaging fans through social media: implications for team identification, Sport, Business and Management, Vol. 1487-1510, doi: 10.1108/EJM-03-2012-0140. * Dixon, K. (2014), Football fandom and Disneyisation in late-modern life, Leisure Studies, Vol. 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. interest in football and the increasing commercialisation of the sports and thus protects the emotional bond that exists between the club and its fans. Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. The media promote the commercialisation of sports. UEFA Champions League, The Olympics). The field of sports in the 20th-21st century was influenced by the process of globalization.
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