However, there is a general shortage of quantitative studies to test the specified relationships on larger samples. 199-217, doi: 10.1108/SBM-06-2013-0013. (2017), Marketization impact on the relationships between supporters and football clubs, International Journal of the History of Sport, Vol. - more media interest. European elite football (Numerato and Giulianotti, 2018). There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. 206-216. Khondker and Robertson, 2018). 31 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. As Turk points out: Unlike a retail clerk, the teacher's role is not to sell a product or please customers. Sports teams are businesses like any other and they need to make money to survive. The second stage of the review process, i.e. 5, pp. Bauers etal. and Timothy, D.J. Having split loyalties, Hognestad (2012) argues that Norwegian fans can have favourite clubs both locally and in other leagues (so-called poly-supporter). 227-242, doi: 10.1080/16184742.2012.679949. and Foster, W.M. 4, pp. 3, pp. Nash (2000) finds that, as major leagues, such as the English Premier League commercialize, it can increase the willingness of and opportunities for fans to engage with club management. 20 Nos 3-4, pp. Liang, Y. Kerr and Emery, 2011). 824-837, doi: 10.1016/j.smr.2020.04.001. 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. Garca, B. and Welford, J. (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. 95-118, doi: 10.1207/s15506878jobem5001_6. 159-169, doi: 10.1108/02651339710170230. 33 No. The six former databases contain a wide scope of articles, and the two latter databases specialize in elite sports and leisure research. Social media is an increasingly important platform for consumers and for brand-consumer interactions (Stieglitz etal., 2014), as well as for fan-to-fan and fan-to-team interactions (Wakefield and Bennett, 2018). 23 No. Why Nike Uses Endorsements & Sponsorships, The average semi-pro footballer's salaries, Instructions for Monopoly Simpsons Edition. 20 No. 50 No. Meier, H.E. Daniel and Kassimeris, 2013; Torchia, 2016; Totten, 2016). 14 No. 28 No. (2019) studied German football fans' attitudes towards selling more than 50% of clubs to private investors. Yet, some themes have received considerably more attention than others. 43 No. 229-252, doi: 10.1080/01639620590905618. 48 No. Heere, B., James, J., Yoshida, M. and Scremin, G. (2011), The effect of associated group identities on team identity, Journal of Sport Management, Vol. 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. For some fans, this focus may imply tensions and conflicts with their own ideals and perceptions of authenticity (e.g. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. 22, pp. 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. Globalization of sports refers to the process of expansion of the idea of sport across the world and phenomena is how that are associated with it. 22 No. Merkel etal., 2016; Laurell and Soderman, 2018) and is at least partly induced by sponsors (e.g. Here, commercialization is studied as a process that moves away from, and causes conflicts to traditions and the local connectedness (Duke, 2002). Behrens and Uhrich (2019) emphasize that commercialization has increased the presence of foreign fans, so-called satellite fans. Sponsorship has been extensively researched in relation to fans' attitudes. 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). 7 No. Third, elite sports are regarded as sports performed on the highest athletic level. O'Hallarn, B., Shapiro, S.L., Wittkower, D.E., Ridinger, L. and Hambrick, M.E. * 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. Commercialization in Sports - COMMERCIALIZATION DEFINITION - Studocu For instance, different levels of loyalty (Dwyer, 2011), engagement (Yoshida etal., 2014), identification (Wann and Branscombe, 1990) and roles in value-co-creation exist (e.g. 4, pp. 2, pp. 2, pp. Thereafter, analytical themes for how elite sport commercialization affects fans and how fans respond are presented. 3, pp. Hoehn, T. and Szymanski, S. (1999), The Americanization of European football, Economic Policy, Vol. 97-114, doi: 10.1108/SBM-10-2017-0065. Fan resistance can motivate fan communities to reshape the meanings and identities of clubs (e.g. All the above-mentioned concepts refer to how financial ideals become more important to organizations and actors intertwined in the service ecosystems of elite sports. 12 No. 265-289, doi: 10.1080/16184742.2017.1279203. commercialization has promoted a democratic transformation of fan involvement (Bauers etal., 2019). 815-829, doi: 10.1177/0038038511413426. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. Lee, S., Kim, Y. and Heere, B. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. Methodologically, the review builds on the method suggested by Tranfield etal. 41 No. 147-159, doi: 10.1016/j.smr.2017.06.003. (2016), How context shapes value co-creation: spectator experience of sport events, Service Industries Journal, Vol. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. Many conceptual studies apply critical theory and, as such, perhaps a built-in critical perspective towards increasing commercialization. 104, pp. He specializes in consumer behaviour, with a wide empirical focus in areas such as sports, financial services and consumer privacy. * 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. 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. Radio was the first form to show sports and now TV is the most powerful form for spectator to . Thus, changing regulations in club ownership may negatively affect fan attitudes. For this paper, issues relating to degrees of subjectivity and bias must be addressed. 529-546, doi: 10.1108/SBM-09-2017-0042. 2, pp. 3, pp. From a management perspective, the review stresses the importance of being cautious in, e.g. 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. 20 No. 1, pp. For instance, fans may witness how their favourite teams cooperate with new sponsors, create new engagement platforms, or raise ticket prices to ensure revenues (Thani and Heenan, 2017). 2, pp. Broadcasted sports as an entertainment product, Athletes/players/teams becoming global brands, Expansion of marketing reach beyond domestic borders. 11, pp. 6 No. 1-18, doi: 10.1080/16184742.2020.1871394. 1, 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. Fritz etal., 2017). Over the past decades, sport has been increasingly commercialized, where enormous sums of money has been poured constantly. and Backhaus, C. (2013), Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, European Journal of Marketing, Vol. Instead, responses differ depending on aspect(s) of commercialization, geographical context(s) and the outcome variable(s) studied. As fans spend time, resources, and money on activities and apparel related to a team or sport, fans are sometimes, in commercial settings, regarded as customers of elite sports (Giulianotti, 2002). * 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. In European contexts and in a competition like the Olympics, elite sports often have close associations to ideals of amateurship and local connectedness. and Branscombe, N.R. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. 3, pp. 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 . The tension between the local and distant fans is also stressed by Evans and Norcliffe (2016), who illustrate that local fans may repel the commercialization of fan identities. 184-197, doi: 10.1016/j.smr.2016.04.006. Growing levels of commercialization in the sports industry bring forward an increasing amount of negative reactions from sports fans. * Hoegele, D., Schmidt, S.L. 9, pp. Noticeable reactions by fans in response to increased commercialization may be protests against their clubs (Merkel, 2012), as shown with the European Super League (Panja and Smith, 2021), and some fans may even abandon their team and, or sport (Giulianotti, 2002). Technology affects many aspects of sport from performance on and off the field to spectating and public profile. (2015), Supporters and football governance, from customers to stakeholders: a literature review and agenda for research, Sport Management Review, Vol. 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). Also here it is important to move beyond the European borders and for instance examine how, e.g. Fans, i.e. Commercialisation. 198-218. 205-226, doi: 10.1123/jsm.22.2.205. With increased exposure of the game comes increased participation. How are fans affected by the commercialization of elite sports? A 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. Commercialized sports was one of several male bastions. * 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. Commercialisation is about media exposure for the sport. 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). Negative impacts of commercialisation of education 70-91, doi: 10.1080/23750472.2018.1481765. 119-150, doi: 10.1016/S1441-3523(01)70072-1. * Bauers, S.B., Lammert, J., Faix, A. and Hovemann, G. (2019), Club members in German professional football and their attitude towards the 50+1 RuleA stakeholder-oriented analysis, Soccer and Society, Vol. * Chanavat, N. and Bodet, G. (2014), Experiential marketing in sport spectatorship services: a customer perspective, European Sport Management Quarterly, Vol. 13 No. Commercialisation. (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. Tables 69 have, at least, one thing in common; negative effects on, and negative responses of, fans dominate. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. 15 No. Second, fans are viewed as individuals with a psychological connection to a sport, a team and, or an athlete (Funk and James, 2001). Dos Santos etal. Woisetschlger etal., 2013). 2, doi: 10.1108/SBM-05-2014-0025. Each paper was summarized to review how fans are affected by an increasing commercialization. (2001), The psychological continuum model: a conceptual framework for understanding an individual's psychological connection to sport, Sport Management Review, Vol. 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? (2012), Football fans and clubs in Germany: conflicts, crises and compromises, Soccer and Society, Vol. According to commercial ideals, having a modern stadium is deemed fundamental. 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. 89-96, doi: 10.1007/s12599-014-0315-7. Para enviarnos tus inquietudes, ideas o simplemente saber ms acerca de Cuida Tu Dinero, escrbenos. 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. 5-23. 203-240. 18 No. John Armbrecht, PhD is an associate professor at the School of Business, Economics and Law at Gothenburg University. 3, pp. American Football etc.). Hence, the conflicts and tensions between a commercial, and a non-commercial logic are not equally intense as in, e.g. 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. 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). The relationship between sport, sponsorship and the media. All of this could be seen as a major distraction from the sport itself. (2012), Split loyalties: football is a community business, Soccer and Society, 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). 177-187. In the following sections, we analyse the state of research and present a research agenda to serve future studies. 253-265, doi: 10.1123/jsm.2012-0275. 703-720, doi: 10.1080/14660970.2015.1100436. 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