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. 13 No. Several studies share the view that fan resistance develops when commercialization leads to perceived alienation (Duke, 2002; Hewer etal., 2017). Furthermore, quantitative studies open for assessing different types of fans (from highly involved to more occasionally involved fans) and how these fans embrace and, or resist commercialization. 51 No. * Dos Santos, M.A., Moreno, F.C., Guardia, F.R. A more recent study outlines three . 4, pp. 35 No. 89-96, doi: 10.1007/s12599-014-0315-7. 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). (2013), Emotion and memory in nostalgia sport tourism: examining the attraction to postmodern ballparks through an interdisciplinary lens, Journal of Sport and Tourism, Vol. Students should be taught to justify why the impact . 13 No. The field of sports in the 20th-21st century was influenced by the process of globalization. For example, new leagues are created in, e.g. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. He has also co-edited books on events for Routledge and Edward Elgar. Increased professionalism. (2012), Football fans and clubs in Germany: conflicts, crises and compromises, Soccer and Society, Vol. 14 No. 127-163, doi: 10.1080/16184740903563406. 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. Wann, D.L. 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). 399-417, doi: 10.1123/jsm.2013-0199. (2016), If we build it, will they come? 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? Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. Many conceptual studies apply critical theory and, as such, perhaps a built-in critical perspective towards increasing commercialization. (2016) illustrate that as sponsors increase in numbers, it is important for the sponsoring brand to match its brand identity with the team identity. psychological and behavioural loyalty (Bauer etal., 2008). 9 No. This development supports financial growth and, e.g. Most of the articles are based on qualitative research methodology (18 articles). 18 No. Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999). Here, commercialization is studied as a process that moves away from, and causes conflicts to traditions and the local connectedness (Duke, 2002). Bond, A.J., Widdop, P. and Chadwick, S. (2018), Football's emerging market trade network: ego network approach to world systems theory, Managing Sport and Leisure, Vol. It is exemplified in this review process by the strict criteria for including papers that explicitly addressed the impacts of commercialization on fans. * Putra, L.R.D. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. The analysis highlights the multifaceted nature of commercialization and how the different aspects of commercialization generate varying results (see Table7). Table1 provides a detailed list of activities and processes that exemplify intensified commercialization and how it impacts different elite sports. However, as pointed out in this review, several aspects of intensified commercialization may also lead to positive responses and effects on fans. 5-23. * Dixon, K. (2014), Football fandom and Disneyisation in late-modern life, Leisure Studies, Vol. Advertisements on major events rising in terms of worth (e.g. 2, pp. 6 No. 12 No. signing new sponsors, building new arenas, and setting up a strategy to communicate with fans. and Houck, D.W. (2011), Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Vol. 22-34, doi: 10.1080/14610980008721860. * Merkel, U. 3, pp. * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. 123-146, doi: 10.1177/1012690210362426. * Evans, D. and Norcliffe, G. (2016), Local identities in a global game: the social production of football space in Liverpool, Journal of Sport and Tourism, Vol. To understand how commercialization affects fans of elite sports, we perform a structured review. 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. 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. For this review, commercialization, fans, and elite sports are the main concepts. For instance, in the dominant setting, i.e. 3, pp. and Exler, S. (2008), Brand image and fan loyalty in professional team sport, Journal of Sport Management, Vol. Over the past decades, sport has been increasingly commercialized, where enormous sums of money has been poured constantly. 48 Nos 7-8, pp. 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. 203-240. 3, pp. 12 No. NHL Winter Classic). 18 No. For some fans, this focus may imply tensions and conflicts with their own ideals and perceptions of authenticity (e.g. 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. This article focuses on three aspects of the historical relationship between sport and industry. 37 No. and Foster, W.M. Numerato and Giulianotti, 2018). 19 No. 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. 14 No. Technology affects many aspects of sport from performance on and off the field to spectating and public profile. (2016), Influence of the virtual brand community in sports sponsorship, Psychology and Marketing, Vol. 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). 279-297, doi: 10.1177/1469540517747094. 23 Nos 1-2, pp. * Mason, D. (1999), What is the sports product and who buys it? 606-621, doi: 10.1123/jsm.25.6.606. Giulianotti, 2005; Kennedy, 2012; Merkel, 2012), Aspects of commercialization identified in the review, Distribution of negative and positive effects across outcome variables, Distribution of negative and positive effects across applied methodologies, Distribution of negative and positive effects across geographical areas, Football represents different sports in different countries. In some countries, the influence of fans over their clubs is institutionalized in laws that restrict clubs from being governed solely by private investors (e.g. 32 No. (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. 815-829, doi: 10.1177/0038038511413426. * 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. * Ritzer, G. and Stillman, T. (2001), The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, Leisure Sciences, Vol. 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). Youth Kia Wazza; Commercialization of Sports -- What Good? There is a dominance of papers applying identity theory and social identity theory (15 papers), highlighting the importance of fandom to self-identity construction. Thus, changing regulations in club ownership may negatively affect fan attitudes. Wakefield, L.T. Finally, this review indicates that commercialization poses a threat to fans as it may affect many aspects of being a fan. 184-197, doi: 10.1016/j.smr.2016.04.006. Ritzer and Stillman (2001) study the modernization of baseball stadiums and how this affects fan emotions. * Real, M.R. The findings suggest that by commercializing, e.g. Tinson, J., Sinclair, G. and Gordon, R. (2021), How value is disrupted in football fandom, and how fans respond, European Sport Management Quarterly, 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). We thereafter extended the search to academic journals explicitly focusing on sports and elite sport management, i.e. 5, pp. 20 No. 1, pp. Additionally, Dubal (2010) recognizes the rise of tensions regarding modern football adopting market-based structures. Stieglitz, S., Dang-Xuan, L., Bruns, A. and Neuberger, C. (2014), Social media analytics, Business and Information Systems Engineering, Vol. (2012), Split loyalties: football is a community business, Soccer and Society, Vol. 457-484, doi: 10.1080/16184742.2017.1318410. Jensen etal., 2012; Dos Santos etal., 2016). Finally, attitudes among fans have also been studied in relation to the increased tensions between the local and global that commercialization contributes to. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). As qualitative studies seem more negative than quantitative, this may also change the view of commercialization as primarily negative for fans. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. 1, pp. 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. 4, pp. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football. 1487-1510, doi: 10.1108/EJM-03-2012-0140. 70-91, doi: 10.1080/23750472.2018.1481765. 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. * 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. Sposnorship. Rose, M., Rose, G.M., Merchant, A. and Orth, U.R. * Parganas, P., Papadimitriou, D., Anagnostopoulos, C. and Theodoropoulos, A. At this stage, at least three important observations about the literature can be drawn: The literature has often highlighted that commercialization has negative consequences for fans. 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. Dos Santos etal. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. Table2 highlights the methods used in the research to date. 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. * Hognestad, H.K. Thus, studying other contexts with different background and traditions of sport is important to gain an holistic understanding of commercialization. Kerr and Emery, 2011). The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. 2, doi: 10.1108/SBM-05-2014-0025. 26 No. * Andon, S.P. * Hoegele, D., Schmidt, S.L. However, commercialization may also encounter severe resistance in elite sports service ecosystems. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. - sponsorship. 9, pp. These themes are to some extent overlapping, and studies sometimes focus on more than one of the consequences for fans. The varying implications for fans are also present when looking at the main outcome variables. Fleischmann and Fleischmann (2019) find that through social media, domestic fans more easily bond emotionally with their teams. 206-216. Belk, R.W. UEFA Champions League, The Olympics). 510-531, doi: 10.1080/02642069.2016.1255730. We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. Liang, Y. 341-358. While local culture, norms, and history may still play a role, Petersen-Wagner (2017) argues that commercialization drives an individualization of fans. 10 No. 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. Erik Winell, PhD Student is a doctoral student at the School of Business, Economics and Law at Gothenburg University. European elite football (Numerato and Giulianotti, 2018). 3, pp. 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. activities in mass media and, or social media changes resources fans use for identity construction (e.g. Stokvis, R. (2000), Globalization, commercialization and individualization: conflicts and changes in elite athletics, Culture, Sport, Society, Vol. The paper highlights the complex and dynamic nature of commercialization. Participants in the study give word to the notion that overcommercialization can lead to disenchantment and thus erode fan loyalty (Hyatt and Foster, 2015). Horbel etal., 2016; Uhrich, 2014). 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). 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 . Also here it is important to move beyond the European borders and for instance examine how, e.g. and Branscombe, N.R. There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. 4, pp. Stenling, C. and Fahln, J. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. 4, pp. Stewart, B., Smith, A. and Nicholson, M. (2003), Sport consumer typologies: a critical review, Sport Marketing Quarterly, Vol. (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. Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. Such a structured procedure increases the validity and reliability of the study (Snyder, 2019). 11, pp. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. Ritzer and Stillman, 2001), Commercialization implies new types of arranging sport events to yield emotional responses among fans (e.g. Furthermore, resistance may be evoked due to commercial influences on existing traditions and rituals (Hognestad, 2015). Several examples highlight that many fans are sceptical of the increasing commercialization of the elite sports service ecosystem (Numerato and Giulianotti, 2018; Woisetschlger etal., 2013). The media can have both a positive and negative effect on sport. Rohde, M. and Breuer, C. (2017), The market for football club investors: a review of theory and empirical evidence from professional European football, European Sport Management Quarterly, Vol. Andon and Houck (2011) study fan emotions in relation to the NHL Winter Classic, a special and commercial sporting event. This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). 00:0112:45. A level PE - commercialisation and the media. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. 177-187. 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. This review also illustrates methods for studying online contexts are scarce (see Table2). 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. Increasingly, advances in technology influence grass-roots as well as elite sport. Para enviarnos tus inquietudes, ideas o simplemente saber ms acerca de Cuida Tu Dinero, escrbenos. One of the spirits of sport is to develop healthy life style. 1, pp. 18 No. Thus, is it fair to conclude that fans respond to and are affected negatively by an increasing commercialization of elite sports? 392-412, doi: 10.1080/16184742.2016.1276208. 1, pp. 560-572, doi: 10.1080/14660970.2016.1221822. 25, pp. 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. fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. 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. 3 No. Subcultural capital and the commercialization of a music scene, Examination of women's sports fans' attitudes and consumption intentions, Citizen, consumer, citimer: the interplay of market and political identities within contemporary football fan cultures, A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Linking sport team sponsorship to perceived switching cost and switching intentions, The football supporter in a cosmopolitan epoch, Your Neighbors Walk Alone (YNWA): urban regeneration and the predicament of being local fans in the commercialized English football league, Deep fan: mythic identification, technology, and advertising in spectator sports, Support your local team: resistance, subculture, and the desire for distinction, The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, International Journal of Sports Marketing and Sponsorship, Literature review as a research methodology: an overview and guidelines, The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, Sport consumer typologies: a critical review, Business and Information Systems Engineering, Globalization, commercialization and individualization: conflicts and changes in elite athletics, Souvenirs: icons of meaning, commercialization and commoditization, The ball may be round but football is becoming increasingly Arabic: oil money and the rise of the new football order, How value is disrupted in football fandom, and how fans respond, An alternative football club in a liquid modernity: FC United of Manchester, Football and community empowerment: how FC Sankt Pauli fans organize to influence, Towards a methodology for developing evidence-informed management knowledge by means of systematic review, Exploring customer-to-customer value co-creation platforms and practices in team sports, Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events, The determinants of stadium attendance in elite womens football: evidence from the UEFA Womens Champions League, Sports fan experience: electronic word-of-mouth in ephemeral social media, Handbook of research on the impact of fandom in society and consumerism, in, Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context, The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, The uniqueness of sport: testing against marketing's empirical laws, Building global football brand equity: lessons from the Chinese market, Asia Pacific Journal of Marketing and Logistics, If we build it, will they come?
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