1233-1251, doi: 10.1108/03090561211247810. * Hewer, P., Gannon, M. and Cordina, R. (2017), Discordant fandom and global football brands: 'Let the people sing', Journal of Consumer Culture, Vol. 33 No. 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. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). He specializes in consumer behaviour, with a wide empirical focus in areas such as sports, financial services and consumer privacy. These contexts provide interesting examples where fans might have a greater influence on how commercialization of elite sports should develop. 6) Difficulty in minority sports getting any sponsors. - advertising. Grnroos, C. and Voima, P. (2013), Critical service logic: making sense of value creation and co-creation, Journal of the Academy of Marketing Science, Vol. (2020), Sports teams heritage: measurement and application in sponsorship, Journal of Business Research, Vol. 1-20, doi: 10.1080/16184742.2019.1643384. 3, pp. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. Merkel, 2012; Numerato and Giulianotti, 2018). The second stage of the review process, i.e. As shown in this review, commercialization is not unidimensional. 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. 402-419, doi: 10.1108/03090569910253251. A level PE - commercialisation and the media. 119-150, doi: 10.1016/S1441-3523(01)70072-1. 1-21, doi: 10.1080/02614367.2012.667819. - more media interest. 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. Rose, M., Rose, G.M., Merchant, A. and Orth, U.R. Horbel, C., Popp, B., Woratschek, H. and Wilson, B. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . Dwyer, B. Methodologically, the review builds on the method suggested by Tranfield etal. 736-757, doi: 10.1002/mar. 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). 177-187. 6, pp. Technology affects many aspects of sport from performance on and off the field to spectating and public profile. Commercialisation is about media exposure for the sport. The six former databases contain a wide scope of articles, and the two latter databases specialize in elite sports and leisure research. 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. Hence, papers with little relevance and/or only a minor focus on the impacts of commercialization on fans of elite sports were excluded. 2, pp. This article focuses on three aspects of the historical relationship between sport and industry. 139-154, doi: 10.1177/0193723514541283. Sport was the principal keyword, combined with Commercialization. Formalization and planning of major sport events to attract millions. 127-163, doi: 10.1080/16184740903563406. Thus, studying other contexts with different background and traditions of sport is important to gain an holistic understanding of commercialization. Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. According to commercial ideals, having a modern stadium is deemed fundamental. 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). With increased exposure of the game comes increased participation. 1, pp. 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). The media promote the commercialisation of sports. 3, pp. Fritz etal., 2017). Woisetschlger etal., 2013). If a major company sponsors an event it is much more likely to get prime time television coverage, bringing in greater advertising revenues and exposing more people to the sport. For instance, if clubs prioritize financial profits, fans may respond negatively to the fact that they are treated as regular customers. ; July 2010, "The Michigan Daily"; Selling their Soles: The commercialisation of college sports; Ian Herbert; September 2005, IEG Sponsorship; Harsh Words about the Commercialization of Pro Sports; Carrie Urban Kapraun; October 2009. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. The field of sports in the 20th-21st century was influenced by the process of globalization. Most of the articles are based on qualitative research methodology (18 articles). 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. For this review, commercialization, fans, and elite sports are the main concepts. 2, pp. Another reason for the difficulties in finding clear consensus is the variety of applied methods. 2, pp. 203-220, doi: 10.1080/14759551.2016.1161625. Behrens and Uhrich (2019) emphasize that commercialization has increased the presence of foreign fans, so-called satellite fans. Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. (2018), Sport team emotion: conceptualization, scale development and validation, Sport Management Review, Vol. (2017), Marketization impact on the relationships between supporters and football clubs, International Journal of the History of Sport, Vol. They found that if fans identify strongly with a team, it reduces the likelihood that fans switch to a competitive brand (Parganas etal., 2017). Bodet, G. and Chanavat, N. (2008), Building global football brand equity: lessons from the Chinese market, Asia Pacific Journal of Marketing and Logistics, Vol. Lpez Fras, F.J. (2018), Football transfers and moral responsibility, Soccer and Society, Vol. 13 No. Several of the studies set in English elite football point out the negative effects of intensified commercialization. Their money, time and passion are the cornerstones for this intensified commercialization. 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. 457-484, doi: 10.1080/16184742.2017.1318410. 3, pp. 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. Here, commercialization is defined as the prioritization of financial revenues among organizations and actors, such as teams, athletes and or sponsors in elite sports service ecosystems (e.g. Fan resistance can motivate fan communities to reshape the meanings and identities of clubs (e.g. Advertisements on major events rising in terms of worth (e.g. The marketing of professional sports leagues, European Journal of Marketing, Vol. 20 No. Stewart, B., Smith, A. and Nicholson, M. (2003), Sport consumer typologies: a critical review, Sport Marketing Quarterly, Vol. 13 No. Giulianotti, 2011). * Merkel, U. In the previous literature, other concepts are often interlinked to commercialization of elite sports, such as commodification, marketization, modernization and globalization. John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. Yet, some themes have received considerably more attention than others. The planning phase focuses on assessing the relevance and limits of the specified topic. 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. Valenti, M., Scelles, N. and Morrow, S. (2019), The determinants of stadium attendance in elite womens football: evidence from the UEFA Womens Champions League, Sport Management Review, Vol. Click the card to flip . 6 No. 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. Qualitative approaches are dominant in previous literature (18 of 42 papers), and several papers (11) are conceptually written. (2017) surveyed how sponsorship can affect attitudes and purchase intentions in relation to the sponsoring brand. Tranfield, D., Denyer, D. and Smart, P. (2003), Towards a methodology for developing evidence-informed management knowledge by means of systematic review, British Journal of Management, Vol. This review set out to investigate how research has studied how fans are affected by intensified commercialization. 133-150, doi: 10.1007/s11747-012-0308-3. 333-339. 295-319, doi: 10.1108/SBM-10-2014-0043. This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). 229-252, doi: 10.1080/01639620590905618. For the final stage of the review, i.e. 23, pp. These papers often use critical approaches to commercialization, regularly using concepts such as commodification (e.g. 44-68, doi: 10.1177/0193723518800433. (2016), If we build it, will they come? However, if satellite fans understand and adapt to the existing local fan community, positive attitudes towards this group are more likely. (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. Growing levels of commercialization in the sports industry bring forward an increasing amount of negative reactions from sports fans. 41 No. Critics claim the pace, and occasionally the outcome, of major league sports games are dictated by television commercials. We then categorized the papers based on empirical contexts: the type of sport studied, the geographical focus, and the gender balance (Table 3). It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . and Foster, W.M. 4, pp. 606-621, doi: 10.1123/jsm.25.6.606. In total, 134 articles were retrieved. 14 No. 21 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.,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 . 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. (2006), Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Vol. 560-572, doi: 10.1080/14660970.2016.1221822. Our review illustrates that the effects on fans of elite sport commercialization have mainly been studied in men's elite football, especially in English top-division contexts (14 of 42 papers are related to the English Premier League). This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020; Mumcu etal., 2016). 265-289, doi: 10.1080/16184742.2017.1279203. Advertising. 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. 1, pp. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. Furst, R.T. (1971), Social change and the commercialization of professional sports, International Review of Sport Sociology, Vol. 2, pp. 31 No. For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. commercialization has promoted a democratic transformation of fan involvement (Bauers etal., 2019). 181-198, doi: 10.1080/14775080802310223. (2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. Garca, B. and Welford, J. Rahman, M. and Lockwood, S. (2011), How to use your Olympian: the paradox of athletic authenticity and commercialization in the contemporary Olympic games, Sociology, Vol. Thus, changing regulations in club ownership may negatively affect fan attitudes. 1012-1026, doi: 10.1080/14660970.2015.1133416. Subsequently, having evaluated the papers on a more detailed level, we arrived at a list of 42 relevant articles. While local culture, norms, and history may still play a role, Petersen-Wagner (2017) argues that commercialization drives an individualization of fans. * Hyatt, C.G. 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. 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. The varying implications for fans are also present when looking at the main outcome variables. 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. 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. signing new sponsors, building new arenas, and setting up a strategy to communicate with fans. 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). (2001), The psychological continuum model: a conceptual framework for understanding an individual's psychological connection to sport, Sport Management Review, Vol. Super Bowl Commercials), Increased influence of sponsors on teams and competitions, Branded competitions (e.g. Merkel, 2012), and the pursuit of teams to engage with more fans (e.g. 6 No. This is because these tourist fans have not been loyal to the teams for long. 9, pp. 3, pp. Studies on fan identity, attitudes and emotions portray more varying effects. As elite sports are often characterized by close bonds between fans and teams or athletes, the different dimensions of commercialization impact this relationship. For instance, new ways of organizing events and organizing a fan community can form a perceived disenchantment and over-rationalization that fans resist (Hognestad, 2012). 70-91, doi: 10.1080/23750472.2018.1481765. 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. 2, pp. 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. The final theme that emerged in the review focuses on fan behaviours. However, fans may not consider themselves to be customers as their levels of engagement and loyalty to their teams often are very distinct from traditional relationships between a customer and a firm (Numerato and Giulianotti, 2018). As there are increasing possibilities for female athletes to become professional, commercialization may be seen as something positive by the growing community of fans to women's elite sports. * 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. 95-118, doi: 10.1207/s15506878jobem5001_6. Table5 summarizes each theme and the major results found in the specific papers. and Mechikoff, R.A. (1992), Deep fan: mythic identification, technology, and advertising in spectator sports, Sociology of Sport Journal, Vol. Woisetschlger etal., 2013), new types of ownership structures (e.g. 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. Additionally, instead of focusing on attitudes towards the team or athlete, Parganas etal. Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. For this paper, issues relating to degrees of subjectivity and bias must be addressed. Dixon, 2014; Kennedy, 2012). Outline three positive impacts of commercialisation in sport on performers (3 marks). - growing public interest and spectatorship. and Campos, C.P. 39 No. 46 No. 336-355, doi: 10.1177/1469540517744692. 33 Nos 3/4, pp. Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999). It is exemplified in this review process by the strict criteria for including papers that explicitly addressed the impacts of commercialization on fans. 5, 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). 121-134, doi: 10.1080/16138171.2009.11687833. Several papers address how resistance to commercialization is manifested among fans. 529-546, doi: 10.1108/SBM-09-2017-0042. 1, pp. 6 No. 25, pp. (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. Mason, 1999), major broadcasting contracts (e.g. 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. 1-19, doi: 10.1123/ijsc.4.1.1. 3, pp. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. 00:0112:45. 1, pp. O'Hallarn, B., Shapiro, S.L., Wittkower, D.E., Ridinger, L. and Hambrick, M.E. 279-297, doi: 10.1177/1469540517747094. Disadvantages with Commercialized Sport. Ritzer and Stillman, 2001), Commercialization implies new types of arranging sport events to yield emotional responses among fans (e.g. 3, pp. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. psychological and behavioural loyalty (Bauer etal., 2008). 323-344, doi:10.1080/16184742.2014.926379. 5) Performers, teams and events can be manipulated or exploited to suit the sponsor. 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. 103-117, doi: 10.1177/019372359001400203. Apart from commercialization of elite sports, studies have as well examined its impacts on tourism (Swanson and Timothy, 2012), music (Moore, 2005) and to cultural customs (Belk, 1987). 3, pp. 9, pp. Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. 505-522, doi: 10.1080/17430437.2020.1696537 To. Participants in the study give word to the notion that overcommercialization can lead to disenchantment and thus erode fan loyalty (Hyatt and Foster, 2015). Every camera position at the Superbowl is now sponsored by a different company, there are commercials shown almost continually and the advertisements during half time are the most expensive pieces of air time that can be purchased. * Woisetschlger, D.M., Haselhoff, V.J. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. activities in mass media and, or social media changes resources fans use for identity construction (e.g. 9 No. 175-181. For fans, we used the following terms: Fans, Consumers and Supporters. Numerato and Giulianotti, 2018). - sponsorship. Global orientation in attracting new fans, Commercialization of memorabilia and nostalgic elements related to the sport, Creation of open-air games (e.g. 6, pp. Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. However, as pointed out in this review, several aspects of intensified commercialization may also lead to positive responses and effects on fans. 2, doi: 10.1108/SBM-05-2014-0025. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. 33-4610, doi: 10.1108/IJSMS-10-03-2009-B005. 328-345, doi: 10.1123/SSJ.2019-0126. Thani, S. and Heenan, T. (2017), The ball may be round but football is becoming increasingly Arabic: oil money and the rise of the new football order, Soccer and Society, Vol. Snyder, H. (2019), Literature review as a research methodology: an overview and guidelines, Journal of Business Research, Vol. 1, pp. Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. 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). 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 full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode. There have on some occasions been problems when the name of the stadium has been changed to include a corporate trademark. 36 Nos 11-12, pp. Horbel etal., 2016; Uhrich, 2014). Backman, J. and Carlsson, B. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. For instance, in the dominant setting, i.e. 22, pp. First, the choice of explicitly focusing on how commercialization affects fans of elite sports implies that papers that do not have this explicit aim are not included. Wakefield, L.T. Commercialization contributes to tensions between the local and the global, for instance, between fans and local teams, and fans and foreign teams living in the same area (Evans and Norcliffe, 2016). (2015), Supporters and football governance, from customers to stakeholders: a literature review and agenda for research, Sport Management Review, Vol. American Football etc.). 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. 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 also indicate that commercialization affects how, and through what interactions fans develop their personal identity with the team or the sport (e.g. Gordon, K.O. - professionalism. 2, pp. Fan loyalty is conceptualized into two main dimensions, i.e. Additionally, Merkel (2012) studied German football fans and found that commercialization and resistance among fans can motivate a higher degree of fan involvement. * 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. Definition of commercialisation. Developing the quantitative stream can, for instance, measure attitudes and emotions and how commercialization of elite sport influences these. Youth Kia Wazza; Commercialization of Sports -- What Good? Fans, i.e. Merkel etal., 2016; Laurell and Soderman, 2018) and is at least partly induced by sponsors (e.g. 26 No. 25-44, doi: 10.18666/jasm-2016-v8-i4-7221. 6, pp. Commercialisation. Thus, is it fair to conclude that fans respond to and are affected negatively by an increasing commercialization of elite sports? The media can have both a positive and negative effect on sport. 25-46, doi: 10.1177/0193723502261003. 378-390, doi: 10.1016/j.smr.2016.02.002. The marketing of professional sports leagues, The key role of sport policies for the popularity of women's sports: a case study on women's soccer in Germany, Engaging fans through social media: implications for team identification, Football fans and clubs in Germany: conflicts, crises and compromises, The future of professional football: a Delphi-based perspective of German experts on probable versus surprising scenarios, Sport, Business and Management: An International Journal, Alternative to what? European elite football (Numerato and Giulianotti, 2018). 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. He has also co-edited books on events for Routledge and Edward Elgar. * Dos Santos, M.A., Moreno, F.C., Guardia, F.R. 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.

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