* Lee, M.S., Sandler, D.M. 5, pp. 12 No. Commercialization of sports results in an industry that provides revenue for national and local economics through event revenue, taxes, employment and sponsorship. Tinson, J., Sinclair, G. and Gordon, R. (2021), How value is disrupted in football fandom, and how fans respond, European Sport Management Quarterly, pp. 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. 95-118, doi: 10.1207/s15506878jobem5001_6. * Duke, V. (2002), Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Football Studies, Vol. He has also co-edited books on events for Routledge and Edward Elgar. 3, doi: 10.1016/j.smr.2019.04.005. Snyder, H. (2019), Literature review as a research methodology: an overview and guidelines, Journal of Business Research, Vol. 3, pp. 5, pp. 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). 33-4610, doi: 10.1108/IJSMS-10-03-2009-B005. However, some research indicates that fans may also perceive commercialization as a positive process. 3, pp. The results are organized according to (1) methodological applications, (2) studied contexts and (3) the theoretical nature of the reviewed articles. Other types of football are specified in the text (i.e. As elite sports are often characterized by close bonds between fans and teams or athletes, the different dimensions of commercialization impact this relationship. activities in mass media and, or social media changes resources fans use for identity construction (e.g. 9 No. 3, pp. 465-486, doi: 10.1177/101269000035004002. 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). Wang, C.L., Aksan, G.E., Allison, B., Armstrong Soule, C.A., Biscaia, R., Buchanan-Oliver, M., Burton, T.A.M., Chang, E.-C., Chou, W.W., Coffin, J., Collins, N., De la Pena, A.S., Dill-Shackleford, K.E., Doral, S., Favia, M.J., Gou, C., Gou, S., Hall, K.D., Hao, A., Hedlund, D., Hung, K., Jia, X., Johnson, L.M., Joubert, A., Leal, M., Liu, W., Loehr, G.T., Lovric, B., Mastromartino, B., Metcalf, M., Murphy, J., Olds, K.F., Pun, L.F., Rajendiran, A., Sarkar, A., Sarkar, J.G., Sayan, A., Schau, A., Schau, H.J., Shackleford, L., Todd, B., Volkheimer, J., Wang, C.L., Woo, T.C., Wu, R., Zeng, C., Zhang, J. and Zhang, K. (2020), Handbook of research on the impact of fandom in society and consumerism, in Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series. 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. Hoehn, T. and Szymanski, S. (1999), The Americanization of European football, Economic Policy, Vol. 1, pp. 227-242, doi: 10.1080/16184742.2012.679949. 4, pp. 17 No. 3, pp. These are well-known research themes in the fan literature (see the eight dimensions proposed by Stewart etal. 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. 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. 1012-1026, doi: 10.1080/14660970.2015.1133416. 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. Commercialization is increasingly evident in many elite sports service ecosystems (e.g. 3, pp. * 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. Although commercialization has almost become part of the modern games, but it is crucial to remember it has positive and negative impacts on the sponsor, sports, players and fans. Teams base their potential development on player transfers, Commercialization of elite sport infrastructure, Development of stadiums with an increasingly commercial tone, Creation of VIP-boxes, sponsored stadium names, advertisements in and around games, merchandise outlets, Commercialization of communication in elite sports, Elite sports marketed as an entertainment product, Introduction of pre- and in-game entertainment. 217-232, doi: 10.1080/14775085.2016.1231621. As indicated, the service ecosystems of elite sports are increasingly influenced by commercialization (Laurell and Soderman, 2018). * 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. * 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. 2, pp. 17 No. 1-20, doi: 10.1080/16184742.2019.1643384. 10 No. 7 No. 3, pp. John Armbrecht, PhD is an associate professor at the School of Business, Economics and Law at Gothenburg University. 23 No. (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. American Football etc.). and Bennett, G. (2018), Sports fan experience: electronic word-of-mouth in ephemeral social media, Sport Management Review, Vol. We then analysed the content and findings to perform a relevant thematic analysis. Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. Bauer, H.H., Stokburger-sauer, N.E. (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. (2018), Sport team emotion: conceptualization, scale development and validation, Sport Management Review, Vol. 25, pp. However, as pointed out in this review, several aspects of intensified commercialization may also lead to positive responses and effects on fans. 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). 536-554, doi: 10.1080/14660970.2012.677227. 2, pp. As with other service ecosystems, commercialization varies depending on factors such as geographical context, the sport itself, and the way the sport is practised. (2016) illustrate that as sponsors increase in numbers, it is important for the sponsoring brand to match its brand identity with the team identity. 89-96, doi: 10.1007/s12599-014-0315-7. Fan resistance can motivate fan communities to reshape the meanings and identities of clubs (e.g. 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. 199-217, doi: 10.1108/SBM-06-2013-0013. * Hognestad, H.K. Study Paper 2 - Media, Sponsorship and commercialisation flashcards from Josie Phillips's QE class online, or in Brainscape's iPhone or Android app. From a management perspective, the review stresses the importance of being cautious in, e.g. 121-134, doi: 10.1080/16138171.2009.11687833. Whether you need to fix, build, create or learn, eHow gives you practical solutions to the problems life throws at you. Abstract. Khondker and Robertson, 2018). 45 No. It has been claimed in some sports that commercialisation results in poorer player performance at international levels. In some sports, such as franchise-driven American elite sports leagues, professional boxing, professional cycling and Formula One, commercial ideals and structures have been present for a long time. The relationship between sport, sponsorship and the media. 1, pp. Horbel, C., Popp, B., Woratschek, H. and Wilson, B. * Abosag, I., Roper, S. and Hind, D. (2012), Examining the relationship between brand emotion and brand extension among supporters of professional football clubs, European Journal of Marketing, Vol. European elite football (Numerato and Giulianotti, 2018). Four papers explicitly touched upon fan loyalty in connection to commercialization. While there are probably more positive than negative impacts of commercialization in sports, there are still some negatives worth mentioning. - professionalism. 184-197, doi: 10.1016/j.smr.2016.04.006. 14 No. As a final stage, we assessed leading marketing journals, with an explicit perspective on individuals as customers. 1-19, doi: 10.1123/ijsc.4.1.1. Anglo-Saxon regions, particularly England (14), were the most prominent. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. * Dixon, K. (2014), Football fandom and Disneyisation in late-modern life, Leisure Studies, Vol. 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. The marketing of professional sports leagues, European Journal of Marketing, Vol. 2023 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. To understand how commercialization affects fans of elite sports, we perform a structured review. 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. 123-146, doi: 10.1177/1012690210362426. 824-837, doi: 10.1016/j.smr.2020.04.001. However, some contexts are quite different. 1, 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). 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. Sport was the principal keyword, combined with Commercialization. 13 No. For this paper, issues relating to degrees of subjectivity and bias must be addressed. 26 No. They found that if fans identify strongly with a team, it reduces the likelihood that fans switch to a competitive brand (Parganas etal., 2017). 207-222, doi: 10.1111/1467-8551.00375. 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. For fans, we used the following terms: Fans, Consumers and Supporters. 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). 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). Dwyer, B. The effects of elite sport commercialization have attracted increased attention from scholars, but as this review has shown, it is still in a rather early stage of maturity and is dominated by conceptual and qualitative studies. 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. 13 No. Numerato and Giulianotti, 2018). * Richardson, B. and Turley, D. (2006), Support your local team: resistance, subculture, and the desire for distinction, Advances in Consumer Research, Vol. Thus, commercialization can spur opportunities for teams and, or athletes to earn more profits and therein, to become more successful. Khondker, H.H. Furthermore, there is a shortage of studies discussing the potential positive impacts of commercialization on fans. 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. Advertising. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. UEFA Champions League, The Olympics). 28, 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. * Giulianotti, R. (2002), Supporters, followers, fans and flaneurs: a taxonomy of spectator identities in football, Journal of Sport and Social Issues, Vol. 341-358. 9 No. 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. Each paper was summarized to review how fans are affected by an increasing commercialization. Thus, changing regulations in club ownership may negatively affect fan attitudes. 31 No. Furthermore, Giulianotti (2002) argues that commercialization changes fans' identities and roles from a hot, traditional identification with local clubs to a detached, cool, consumer-orientated identification (p. 25). (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. 14 No. A more recent study outlines three . 5, pp. Lee, S., Kim, Y. and Heere, B. 118-137. https://doi.org/10.1108/SBM-11-2021-0135, Copyright 2022, Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson, Published by Emerald Publishing Limited. 33 Nos 3/4, pp. The six former databases contain a wide scope of articles, and the two latter databases specialize in elite sports and leisure research. 2, pp. For some fans, this focus may imply tensions and conflicts with their own ideals and perceptions of authenticity (e.g. Ritzer and Stillman, 2001), Commercialization implies new types of arranging sport events to yield emotional responses among fans (e.g. * Dubal, S. (2010), The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Vol. 175-181. 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 . Garca, B. and Welford, J. Several of the reviewed papers are written with a theoretical foundation in either identity theories (e.g. 505-522, doi: 10.1080/17430437.2020.1696537 To. 46 No. 1741-1757, doi: 10.1080/02642069.2011.556190. 25-44, doi: 10.18666/jasm-2016-v8-i4-7221. 48 No. We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. 22 No. 29 No. 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. 70-91, doi: 10.1080/23750472.2018.1481765. 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. Para enviarnos tus inquietudes, ideas o simplemente saber ms acerca de Cuida Tu Dinero, escrbenos. As Turk points out: Unlike a retail clerk, the teacher's role is not to sell a product or please customers. 17 No. 33 No. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. With increased exposure of the game comes increased participation. Jensen etal., 2012; Dos Santos etal., 2016). However, Jensen etal. Dixon, 2014; Kennedy, 2012). 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. 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. 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. Stokvis, R. (2000), Globalization, commercialization and individualization: conflicts and changes in elite athletics, Culture, Sport, Society, Vol. Youth Kia Wazza; Commercialization of Sports -- What Good? 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. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. 104, pp. (2009), The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, European Journal for Sport and Society, Vol. 23 Nos 1-2, pp. 25-46, doi: 10.1177/0193723502261003. Liang, Y. - growing public interest and spectatorship. Instead, the reviewed papers show the many different aspects of commercialization, such as sponsorship, business-like management, and modernization of stadiums. 8 No. 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. ; 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. 510-531, doi: 10.1080/02642069.2016.1255730. 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). Broadcasted sports as an entertainment product, Athletes/players/teams becoming global brands, Expansion of marketing reach beyond domestic borders. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. 3, pp. 18 No. 3, pp. Thus, is it fair to conclude that fans respond to and are affected negatively by an increasing commercialization of elite sports? This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. 147-159, doi: 10.1016/j.smr.2017.06.003. 399-417, doi: 10.1123/jsm.2013-0199. 32 No. 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. Thus, we encourage future studies to cover a wide variety of aspects to better comprehend the connection between commercialization and fans. 33, pp. 35 No. These papers often use critical approaches to commercialization, regularly using concepts such as commodification (e.g. 206-216. 3, pp. 13 No. and Houck, D.W. (2011), Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Vol. 18 No. John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. Thus, as stadiums increasingly contain commercial elements and become more convenient stages for sport consumption and to experience the sport, social aspects cannot be underestimated (Uhrich and Benkenstein, 2012). 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. Resistance, described as a strategy of appropriation in response to the structures of domination (Woisetschlger etal., 2013, p. 1490), is often a central topic in critical papers (see, e.g. This is because these tourist fans have not been loyal to the teams for long. Laurell, C. and Soderman, S. (2018), Sport in business studies: a state-of-the-art literature review, Sport, Business and Management, Vol. Lpez Fras, F.J. (2018), Football transfers and moral responsibility, Soccer and Society, Vol. 4 No. Review of Literature In order to analyse the possible effects of commercialisation on fan loyalty, it is not sufficient to only take a closer look at the current situation. Here, commercialization threatens fans' existing involvement with the sport entity (e.g. 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). 203-240. 10 No. 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. It is a multifaceted process which may take on many different forms. The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. Fans, i.e. * Delia, E.B. Performer. Outline three positive impacts of commercialisation in sport on performers (3 marks). 3, pp. 97-114, doi: 10.1108/SBM-10-2017-0065. As qualitative studies seem more negative than quantitative, this may also change the view of commercialization as primarily negative for fans. For instance, in the dominant setting, i.e. 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). 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. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football. The review contributes with an analysis of studies and an agenda for future research, focusing on how fans are affected byand respond toincreasing commercialization. 457-484, doi: 10.1080/16184742.2017.1318410. 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). 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. 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). - more media interest. We empower you to efficiently solve each new challenge and make your life better and easier. Major sport events having a major impact on local societies through increased tourism, new infrastructure etc. 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. Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. 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). 4, pp. There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. Globalization not only impacts the way in which sports are conducted and organised but also how they are perceived and what they mean in today's world . Fritz etal., 2017). 14 No. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our .
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