9 No. 147-159, doi: 10.1016/j.smr.2017.06.003. In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. 17 No. 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). 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). commercialization has promoted a democratic transformation of fan involvement (Bauers etal., 2019). * Hewer, P., Gannon, M. and Cordina, R. (2017), Discordant fandom and global football brands: 'Let the people sing', Journal of Consumer Culture, Vol. Thus, commercialization can spur opportunities for teams and, or athletes to earn more profits and therein, to become more successful. (2011), Divided loyalty? (2003) comprising three main stages: planning, conducting, and reporting. * Hognestad, H.K. He received his PhD in 2014, where he describes and analyses tourism and event impacts from a sustainable development perspective. and Casper, J.M. signing new sponsors, building new arenas, and setting up a strategy to communicate with fans. PDF The Role of Commercialisation of the European Football Business for the 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). There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. 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). 1012-1026, doi: 10.1080/14660970.2015.1133416. Commercialization and possible fan resistance may not always imply negative consequences on the relationship between teams and fans (e.g. 1-18, doi: 10.1080/16184742.2020.1871394. 279-297, doi: 10.1177/1469540517747094. 95-118, doi: 10.1207/s15506878jobem5001_6. 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). 5, pp. Horbel etal., 2016; Uhrich, 2014). 44-68, doi: 10.1177/0193723518800433. Liang, Y. Commercialisation is about media exposure for the sport. Finally, attitudes among fans have also been studied in relation to the increased tensions between the local and global that commercialization contributes to. 18 No. 14 No. 1, pp. Fan resistance can motivate fan communities to reshape the meanings and identities of clubs (e.g. international player recruitment, which fans may perceive differently compared to how intensified commercialization is perceived in men's elite football. 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. As Turk points out: Unlike a retail clerk, the teacher's role is not to sell a product or please customers. (2017), A digital ethnography of fan reaction to sponsorship termination, European Sport Management Quarterly, Vol. While there can be certain negative effects resulting from commercialization such as the tried and true concept of "manufacturing consent"; there are also huge positives to commercialization such as the ability to broadcast to society the existence of something in the . From a management perspective, the review stresses the importance of being cautious in, e.g. 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). * Ritzer, G. and Stillman, T. (2001), The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, Leisure Sciences, Vol. One of the main problems with increased commercialisation from a fan's perspective is the feeling the increased costs are passed on to them. For this paper, issues relating to degrees of subjectivity and bias must be addressed. 3, pp. One main site that elicits fan emotions is the arena. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). For fans, we used the following terms: Fans, Consumers and Supporters. We then analysed the content and findings to perform a relevant thematic analysis. 253-265, doi: 10.1123/jsm.2012-0275. This yielded four major themes: (1) Fan Identity, (2) Fan Attitudes, (3) Fan Emotions, and (4) Fan Behaviours. 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. For instance, if clubs prioritize financial profits, fans may respond negatively to the fact that they are treated as regular customers. 8 No. This implies that fans increasingly construct their self-identities using commercial elements that best fit their own desire, in contrast to previously more community-oriented self-identification (Petersen-Wagner, 2017). 13 No. Merkel, S., Schmidt, S.L. Several of the studies set in English elite football point out the negative effects of intensified commercialization. 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). (2003)). Effect of Commercialization on Sporting Events - UKEssays.com 14 No. 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. 22 No. Laurell, C. and Soderman, S. (2018), Sport in business studies: a state-of-the-art literature review, Sport, Business and Management, Vol. Disadvantages with Commercialized Sport Essay Example - GraduateWay 6 No. 6 No. Hyatt and Foster, 2015; Putra, 2019), Commercialization may lead to resistance towards a commodified sport product and resistance due to perceived sense of alienation (e.g. 529-546, doi: 10.1108/SBM-09-2017-0042. 119-150, doi: 10.1016/S1441-3523(01)70072-1. Fan loyalty is conceptualized into two main dimensions, i.e. Still in a European context, more specifically German elite football, studies have provided more nuanced understanding to commercialization as both negative and positive responses have been presented, e.g. (2012) and Dos Santos etal. 560-572, doi: 10.1080/14660970.2016.1221822. For instance, in a study on former fans of NHL teams, commercialization is brought up as a reason for the de-escalation of fandom (Hyatt and Foster, 2015). 2, pp. American Football etc.). Para enviarnos tus inquietudes, ideas o simplemente saber ms acerca de Cuida Tu Dinero, escrbenos. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. Thus, we encourage future studies to cover a wide variety of aspects to better comprehend the connection between commercialization and fans. Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. (2009), The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, European Journal for Sport and Society, Vol. 206-216. 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 . As elite sports are often characterized by close bonds between fans and teams or athletes, the different dimensions of commercialization impact this relationship. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Public becomes more knowledgeable. 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. 229-252, doi: 10.1080/01639620590905618. Stewart, B., Smith, A. and Nicholson, M. (2003), Sport consumer typologies: a critical review, Sport Marketing Quarterly, Vol. 13 No. Studies on fan identity, attitudes and emotions portray more varying effects. 97-114, doi: 10.1108/SBM-10-2017-0065. We use the term football for European style football (soccer). Commercialization is increasingly evident in many elite sports service ecosystems (e.g. More media in sport. 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. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. (2012) study clubs from a branding perspective and focus on the implications of commercial brand extensions on fans' emotions. 1, pp. Formalization and planning of major sport events to attract millions. Additionally, the lack of papers in other geographical contexts, distant from Europe, is also striking when assessing the geographical homogeneity of the reviewed papers. It is exemplified in this review process by the strict criteria for including papers that explicitly addressed the impacts of commercialization on fans. 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 elite sports. Jonas Nilsson (PhD) is associate professor in Business Administration at University of Gothenburg, Sweden. The marketing of professional sports leagues, European Journal of Marketing, Vol. 443-460, doi: 10.1123/JSM.2013-0327. Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999). the heritage of the sport or the team, fan emotions can be intensified. 4, pp. Fans, i.e. However, to date, no structured review has been published on this topic. 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. We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. 736-757, doi: 10.1002/mar. 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. John Armbrecht, PhD is an associate professor at the School of Business, Economics and Law at Gothenburg University. Yet, some themes have received considerably more attention than others. 13 No. It is difficult to come to a clear-cut conclusion for how fans respond to increasing commercialization. Four papers explicitly touched upon fan loyalty in connection to commercialization. 18 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. 3, pp. 14 No. 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). These changes may negatively affect fans' engagement with and perceived value of being fans (Tinson etal., 2021; Hognestad, 2015). * Torchia, D. (2016), An alternative football club in a liquid modernity: FC United of Manchester, Culture and Organization, Vol. 13 No. 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. 3, pp. and Shapiro, S.L. (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. First, it will assess the view that modern sport was a lagged by-product of the . Jensen etal., 2012; Dos Santos etal., 2016). These are well-known research themes in the fan literature (see the eight dimensions proposed by Stewart etal. Methodologically, the review builds on the method suggested by Tranfield etal. 23 Nos 1-2, pp. The six former databases contain a wide scope of articles, and the two latter databases specialize in elite sports and leisure research. 14 No. * Hognestad, H.K. 15, pp. 18 No. * Dubal, S. (2010), The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Vol. Study Paper 2 - Media, Sponsorship and commercialisation flashcards from Josie Phillips's QE class online, or in Brainscape's iPhone or Android app. and Foster, W.M. 19 No. 39 No. (2012), Split loyalties: football is a community business, Soccer and Society, Vol. 167-182, doi: 10.1080/14660970.2013.776466. Factors leading to increased commercialisation. - sponsorship. 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). Quantitative papers, on the other hand, often find both positive and negative responses among fans. (1990), Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Journal of Sport and Social Issues, Vol. The third most applied theoretical framework is cultural theory. The media can have both a positive and negative effect on sport. 3, pp. 378-390, doi: 10.1016/j.smr.2016.02.002. (2014), Superstars as drivers of organizational identification: empirical findings from professional soccer, Psychology and Marketing, Vol. Stokvis, R. (2000), Globalization, commercialization and individualization: conflicts and changes in elite athletics, Culture, Sport, Society, Vol. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. 33 No. The structured review shows that the impacts of commercialization on fans relate to four different themes. There have on some occasions been problems when the name of the stadium has been changed to include a corporate trademark. Each paper was summarized to review how fans are affected by an increasing commercialization. We then categorized the papers based on empirical contexts: the type of sport studied, the geographical focus, and the gender balance (Table 3).
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