Moore, R. (2005), Alternative to what? 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. 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. While local culture, norms, and history may still play a role, Petersen-Wagner (2017) argues that commercialization drives an individualization of fans. 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. Daniel and Kassimeris, 2013; Torchia, 2016; Totten, 2016). 606-621, doi: 10.1123/jsm.25.6.606. This yielded 42 additional articles. 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. * Giulianotti, R. (2005), Sport spectators and the social consequences of commodification: critical perspectives from Scottish football, Journal of Sport and Social Issues, Vol. The six former databases contain a wide scope of articles, and the two latter databases specialize in elite sports and leisure research. This review set out to investigate how research has studied how fans are affected by intensified commercialization. 12 No. 50 No. 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). (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. The findings suggest that by commercializing, e.g. However, some research indicates that fans may also perceive commercialization as a positive process. 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). 2, pp. For this paper, issues relating to degrees of subjectivity and bias must be addressed. 4, pp. These papers often use critical approaches to commercialization, regularly using concepts such as commodification (e.g. 203-220, doi: 10.1080/14759551.2016.1161625. A level PE - commercialisation and the media Flashcards 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). 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? However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. 20 Nos 3-4, pp. Merkel, S., Schmidt, S.L. 13 No. 181-198, doi: 10.1080/14775080802310223. 33 No. Uhrich, S. (2014), Exploring customer-to-customer value co-creation platforms and practices in team sports, European Sport Management Quarterly, Vol. He has also co-edited books on events for Routledge and Edward Elgar. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). * Merkel, U. 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? 515-531, doi: 10.1080/19406940.2015.1063530. 1, pp. 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). signing new sponsors, building new arenas, and setting up a strategy to communicate with fans. It is difficult to come to a clear-cut conclusion for how fans respond to increasing commercialization. Commercialization in Sports - COMMERCIALIZATION DEFINITION - Studocu For instance, Delia (2017) illustrates, in the context of cycling, that sponsors may be perceived as a crucial and beneficiary element of an elite sport team and to the fan's identification with the teams. 217-239, doi: 10.1080/14775085.2013.846228. Therefore, the purpose of this review is to develop a holistic understanding of extant studies addressing the impacts of elite sport commercialization on fans. Additionally, the lack of papers in other geographical contexts, distant from Europe, is also striking when assessing the geographical homogeneity of the reviewed papers. 23 Nos 1-2, pp. PDF Title: Commercialization of sport Tuesday, 21 April 2020 It is too early to say. 1, pp. 33 No. Mason, 1999), major broadcasting contracts (e.g. and Campos, C.P. 5, pp. 560-572, doi: 10.1080/14660970.2016.1221822. 23, pp. Fritz etal., 2017). 1, pp. The media can have both a positive and negative effect on sport. In some contexts, fans may also perceive their sport, team, or athlete to be taken over by commercial ideals, which shifts the roles of fans to more passive consumers (e.g. John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. 207-222, doi: 10.1111/1467-8551.00375. 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. A review of the literature and a research agenda", Sport, Business and Management, Vol. Sposnorship. 3, pp. * 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. Several studies share the view that fan resistance develops when commercialization leads to perceived alienation (Duke, 2002; Hewer etal., 2017). Khondker and Robertson, 2018). and Timothy, D.J. 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. 121-134, doi: 10.1080/16138171.2009.11687833. Considering the multitude of sports, types of fans and geographical contexts, future studies are likely to find more examples of how commercialization positively influences dimensions of being a fan by using a larger variety of theories and concepts. 4, 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. 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. 20 No. However, as pointed out in this review, several aspects of intensified commercialization may also lead to positive responses and effects on fans. Public becomes more knowledgeable. 9 No. There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. Today it seems there is hardly any level of sports participation which does not have sponsorship or some variety of commercial venture. 4, pp. the heritage of the sport or the team, fan emotions can be intensified. Furthermore, resistance may be evoked due to commercial influences on existing traditions and rituals (Hognestad, 2015). This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). 3, pp. 41 No. 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. Lee, S., Kim, Y. and Heere, B. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . 153-173. 815-829, doi: 10.1177/0038038511413426. Hence, papers with little relevance and/or only a minor focus on the impacts of commercialization on fans of elite sports were excluded. Khondker, H.H. The authors find that the nostalgic cues used in this event are a means to yield excitement and evoke more emotions (Andon and Houck, 2011). Advertisements on major events rising in terms of worth (e.g. O'Hallarn, B., Shapiro, S.L., Wittkower, D.E., Ridinger, L. and Hambrick, M.E. 19 No. UEFA Champions League, The Olympics). Disadvantages with Commercialized Sport Essay Example - GraduateWay 8 No. Third, elite sports are regarded as sports performed on the highest athletic level. 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. 45 No. Negative impacts of commercialisation of education For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. Winell, E., Armbrecht, J., Lundberg, E. and Nilsson, J. 177-187. 9, pp. (2015), Using identity work theory to understand the de-escalation of fandom: a study of former fans of national hockey league teams, Journal of Sport Management, Vol. 33 Nos 3/4, pp. Studies on fan identity, attitudes and emotions portray more varying effects. 21 No. 10 No. 333-339. Kelley, K., Harrolle, M.G. Four papers explicitly touched upon fan loyalty in connection to commercialization. Andon and Houck (2011) study fan emotions in relation to the NHL Winter Classic, a special and commercial sporting event. 22 No. Ticket prices, refreshments and team shirt prices have all gone up at the same time more and more advertising space is sold around the stadium and television rights are sold for almost every game. Sponsorship places on the team clothes increasing in worth, Transforming ownership structures of elite sport teams and increase in private owners, Private investors taking over to either make profits (e.g. * Hyatt, C.G. The paper highlights the complex and dynamic nature of commercialization. This procedure yielded 84 articles whose abstracts matched the scope of the review. Finally, attitudes among fans have also been studied in relation to the increased tensions between the local and global that commercialization contributes to. (2011), Foreign fandom and the Liverpool FC: a cyber-mediated romance, Soccer and Society, Vol. 3, doi: 10.1016/j.smr.2019.04.005. Giulianotti, 2002; Numerato and Giulianotti, 2018; Petersen-Wagner, 2017), Commercialization may alter identities of fans through teams and sports seeking to internationalize their reach and fan bases leading to a diversity of identities (e.g. First, it will assess the view that modern sport was a lagged by-product of the . 12 No. Thus, is it fair to conclude that fans respond to and are affected negatively by an increasing commercialization of elite sports? However, there is a general shortage of quantitative studies to test the specified relationships on larger samples. 133-150, doi: 10.1007/s11747-012-0308-3. and Shapiro, S.L. 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. 34 Nos 17-18, pp. However, to date, no structured review has been published on this topic. 28 No. Developing the quantitative stream can, for instance, measure attitudes and emotions and how commercialization of elite sport influences these. 184-197, doi: 10.1016/j.smr.2016.04.006. and Robertson, R. (2018), Glocalization, consumption, and cricket: the Indian premier league, Journal of Consumer Culture, Vol. 51 No. 23 No. The effects of the media on sport - Commercialisation - WJEC - GCSE 6, pp. Sports teams are businesses like any other and they need to make money to survive. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. Over the past decades, sport has been increasingly commercialized, where enormous sums of money has been poured constantly. For instance, 16 articles are related to impacts on Fan Behaviours, while only 4 articles deal with impacts on Fan Emotions. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. 2, pp. (2017), A digital ethnography of fan reaction to sponsorship termination, European Sport Management Quarterly, Vol. 15 No. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. Kerr and Emery, 2011). 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). 736-757, doi: 10.1002/mar. 1233-1251, doi: 10.1108/03090561211247810. 3, pp. 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). (2017), Marketization impact on the relationships between supporters and football clubs, International Journal of the History of Sport, Vol. The planning phase focuses on assessing the relevance and limits of the specified topic. Numerato and Giulianotti, 2018). 41 No. 206-216. 3, pp. Critics claim the pace, and occasionally the outcome, of major league sports games are dictated by television commercials. 4 No. This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020; Mumcu etal., 2016). There have on some occasions been problems when the name of the stadium has been changed to include a corporate trademark. commercialization has promoted a democratic transformation of fan involvement (Bauers etal., 2019). These changes may negatively affect fans' engagement with and perceived value of being fans (Tinson etal., 2021; Hognestad, 2015). 6, pp. From a management perspective, the review stresses the importance of being cautious in, e.g. Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. 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). 124, doi: 10.1016/j.jbusres.2020.03.040. * Ritzer, G. and Stillman, T. (2001), The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, Leisure Sciences, Vol. Commercial spectator sports attrracted the interest of much of the population. 3, pp. 8 No. 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 has been extensively researched in relation to fans' attitudes. Merkel etal., 2016; Laurell and Soderman, 2018) and is at least partly induced by sponsors (e.g. This study therefore aims to address this knowledge gap in the nexus between increased commercialization, elite sports, and the impacts on 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. Participants in the study give word to the notion that overcommercialization can lead to disenchantment and thus erode fan loyalty (Hyatt and Foster, 2015). 2, pp. * Duke, V. (2002), Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Football Studies, Vol. This will bring in more fans, improve the profitability of local sports clubs, which in turn helps the local economy and revives community spirit when the team is performing well. 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. * 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. (1990), Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Journal of Sport and Social Issues, Vol.
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