For example, when a national team does well at the Olympics the number of children taking up the sport increases. The six former databases contain a wide scope of articles, and the two latter databases specialize in elite sports and leisure research. 13 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. 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. * Parganas, P., Papadimitriou, D., Anagnostopoulos, C. and Theodoropoulos, A. * Merkel, U. 1, pp. He has also co-edited books on events for Routledge and Edward Elgar. * Meng, M.D., Stavros, C. and Westberg, K. (2015), Engaging fans through social media: implications for team identification, Sport, Business and Management, Vol. * Hognestad, H.K. Uhrich and Benkenstein (2012) surveyed German football fans and show how fans and their behaviours remain fundamental for evoking fan emotions. Commercialisation also offers a distraction from the game as the top name players are singed up by major labels to promote products. Ritzer and Stillman, 2001), Commercialization implies new types of arranging sport events to yield emotional responses among fans (e.g. (2001), The psychological continuum model: a conceptual framework for understanding an individual's psychological connection to sport, Sport Management Review, Vol. 3, pp. 3, pp. and Backhaus, C. (2013), Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, European Journal of Marketing, Vol. However, as research on commercialization is remarkably scarce outside Europe, for instance in North America and, or Asia, it indicates that commercialization may not cause the same types of tensions and resistance in these contexts as in Europe. The field of sports in the 20th-21st century was influenced by the process of globalization. and Casper, J.M. Tinson, J., Sinclair, G. and Gordon, R. (2021), How value is disrupted in football fandom, and how fans respond, European Sport Management Quarterly, pp. 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. This is in accordance with research, which highlights that as fields or subfields develop, the first stages are often dominated by conceptual and qualitative studies (e.g. Another aspect of commercialization revolves around the ownership structures of teams. This review also illustrates methods for studying online contexts are scarce (see Table2). 23 Nos 1-2, pp. It is exemplified in this review process by the strict criteria for including papers that explicitly addressed the impacts of commercialization on fans. 167-182, doi: 10.1080/14660970.2013.776466. Ritzer and Stillman (2001) study the modernization of baseball stadiums and how this affects fan emotions. He started his PhD studies in autumn 2019 and has his research interest in the nexus of elite sport commercialization, customer engagement and value co-creation. Abosag etal. There is a risk that the loyalty of poly supporters (Hognestad, 2012) and satellite fans (Behrens and Uhrich, 2019) could come at the cost of lost loyalty among local fans. 7, pp. 119-150, doi: 10.1016/S1441-3523(01)70072-1. 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 . A detailed list of areas, processes and activities that exemplifies the intensified commercialization of elite sports, Summary of methodological foundation and methods used in the literature, Note(s): 2 papers combine geographical contexts, The analytical themes and content in the literature, Commercialization and, e.g. Merkel etal., 2016; Laurell and Soderman, 2018) and is at least partly induced by sponsors (e.g. O'Hallarn, B., Shapiro, S.L., Wittkower, D.E., Ridinger, L. and Hambrick, M.E. Backman, J. and Carlsson, B. * Hewer, P., Gannon, M. and Cordina, R. (2017), Discordant fandom and global football brands: 'Let the people sing', Journal of Consumer Culture, Vol. 13 No. 147-159, doi: 10.1016/j.smr.2017.06.003. (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. As shown in this review, commercialization is not unidimensional. Fritz etal., 2017). (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. Advertisements on major events rising in terms of worth (e.g. Dixon (2014) interviewed loyal, long-term English football fans regarding the so-called Disneyfication of products, services and experiences that are branded and sold using their team's logo. It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . 21 No. Second, fans are viewed as individuals with a psychological connection to a sport, a team and, or an athlete (Funk and James, 2001). * Torchia, D. (2016), An alternative football club in a liquid modernity: FC United of Manchester, Culture and Organization, Vol. In the previous literature, other concepts are often interlinked to commercialization of elite sports, such as commodification, marketization, modernization and globalization. Bodet, G. and Chanavat, N. (2008), Building global football brand equity: lessons from the Chinese market, Asia Pacific Journal of Marketing and Logistics, Vol. 15, pp. the heritage of the sport or the team, fan emotions can be intensified. Fans, i.e. 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). Commercialisation. Mason, 1999), major broadcasting contracts (e.g. 336-355, doi: 10.1177/1469540517744692. which factors have led to the commercialisation of sport? Sport was the principal keyword, combined with Commercialization. Commercialisation is about media exposure for the sport. 153-173. 2, pp. 386-410, doi: 10.1177/0193723505280530. 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). An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. Additionally, instead of focusing on attitudes towards the team or athlete, Parganas etal. 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. * Chanavat, N. and Bodet, G. (2014), Experiential marketing in sport spectatorship services: a customer perspective, European Sport Management Quarterly, Vol. However, there is a general shortage of quantitative studies to test the specified relationships on larger samples. He specializes in consumer behaviour, with a wide empirical focus in areas such as sports, financial services and consumer privacy. (2006), Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Vol. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. 4, pp. The analysis highlights the multifaceted nature of commercialization and how the different aspects of commercialization generate varying results (see Table7). 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). 7 No. For example, new leagues are created in, e.g. A level PE - commercialisation and the media. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. * Duke, V. (2002), Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Football Studies, Vol. In an ethnographic study of an English premier league team, Putra (2019) highlights that the commercialization of the club, the possibility of selling tickets to foreign fans, and increasing ticket prices can potentially reduce loyalty among local fans. 399-417, doi: 10.1123/jsm.2013-0199. * 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. * Petersen-Wagner, R. (2017), The football supporter in a cosmopolitan epoch, Journal of Sport and Social Issues, Vol. As with other service ecosystems, commercialization varies depending on factors such as geographical context, the sport itself, and the way the sport is practised. 23, pp. For instance, Frew and McGillivray (2008) argue, through an observational study of fan parks at the FIFA World Cup 2006, that sponsor-organized environments may transfer the control of creating fan identities from fans to other actors (e.g. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). Regarding identity, the studies highlight that commercialization can contribute to making fan identities globalized. Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. Youth Kia Wazza; Commercialization of Sports -- What Good? Fahln, J. and Stenling, C. (2016), Sport policy in Sweden, International Journal of Sport Policy, Vol. Thus, Table4 is a combination of theoretical frameworks as well as theoretically oriented concepts. and Branscombe, N.R. 18 No. 25 No. 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). 9 No. 18 No. Table1 provides a detailed list of activities and processes that exemplify intensified commercialization and how it impacts different elite sports. 13 No. 815-829, doi: 10.1177/0038038511413426. 445-457. 22 No. 1, pp. These contexts provide interesting examples where fans might have a greater influence on how commercialization of elite sports should develop. 3293-3310, doi: 10.1177/0042098011422395. Thereafter, analytical themes for how elite sport commercialization affects fans and how fans respond are presented. 15 No. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). 1, pp. For instance, 16 articles are related to impacts on Fan Behaviours, while only 4 articles deal with impacts on Fan Emotions. Positive impacts of commercialisation on society. From the time when education started its first phase of commercialisation, the responsibilities of the teacher too, have been compromised. 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. 3, pp. Wann, D.L. 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. 35 No. * 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. Instead, responses differ depending on aspect(s) of commercialization, geographical context(s) and the outcome variable(s) studied. (2013), Emotion and memory in nostalgia sport tourism: examining the attraction to postmodern ballparks through an interdisciplinary lens, Journal of Sport and Tourism, Vol. Fan loyalty is conceptualized into two main dimensions, i.e. The media can have both a positive and negative effect on sport. This yielded eight additional articles. For fans, we used the following terms: Fans, Consumers and Supporters. (2016), How context shapes value co-creation: spectator experience of sport events, Service Industries Journal, Vol. Subcultural capital and the commercialization of a music scene, Deviant Behavior, Vol. Most of the articles are based on qualitative research methodology (18 articles). There were also articles covering general sport-related issues, such as the governance of the Olympics, which only briefly mentions fans. 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). 1-19, doi: 10.1123/ijsc.4.1.1. This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020; Mumcu etal., 2016). interest in football and the increasing commercialisation of the sports and thus protects the emotional bond that exists between the club and its fans. * Hyatt, C.G. 181-198, doi: 10.1080/14775080802310223. Kelley, K., Harrolle, M.G. * Jensen, R., Bowman, N., Wang, Y. and Larson, B. (2016), Influence of the virtual brand community in sports sponsorship, Psychology and Marketing, Vol. 4, pp. 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). It is too early to say. 123-146, doi: 10.1177/1012690210362426. 443-460, doi: 10.1123/JSM.2013-0327. This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. 2, pp. Andon and Houck, 2011), Commercialization can reduce, or establish the loyalty among fans (e.g. 44-68, doi: 10.1177/0193723518800433. 1, pp. 328-345, doi: 10.1123/SSJ.2019-0126. (2023), "How are fans affected by the commercialization of elite sports? 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. 41 No. 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. European elite football (Numerato and Giulianotti, 2018). 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. 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. 8 No. 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. Andon and Houck (2011) study fan emotions in relation to the NHL Winter Classic, a special and commercial sporting event. Technology affects many aspects of sport from performance on and off the field to spectating and public profile. and Houck, D.W. (2011), Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Vol. Another reason for the difficulties in finding clear consensus is the variety of applied methods. As indicated, the service ecosystems of elite sports are increasingly influenced by commercialization (Laurell and Soderman, 2018). 12 No. In addition, new sponsors may be perceived as a threat to existing fan identities, while sponsors that have remained with the team for a long time may be seen as an important part of fans' identity. All of this could be seen as a major distraction from the sport itself. It is also important to note that fans are not a homogenous group (Wang etal., 2020). Gordon, K.O. * 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. Additionally, Dubal (2010) recognizes the rise of tensions regarding modern football adopting market-based structures. Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. Jonas Nilsson (PhD) is associate professor in Business Administration at University of Gothenburg, Sweden. The second stage of the review process, i.e. 2, pp. 2, pp. Winell, E., Armbrecht, J., Lundberg, E. and Nilsson, J. Selling souvenirs connected to the team history, Commercial actors increase their impact on elite sports, Increased influence and coverage of mass-media such as major broadcasters, Broadcasting deals sold for billions of money (e.g. 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? This yielded four major themes: (1) Fan Identity, (2) Fan Attitudes, (3) Fan Emotions, and (4) Fan Behaviours. Merkel, 2012; Numerato and Giulianotti, 2018). In addition, surveys are the most used method for collecting data (11 articles). 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. 46 No. 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. European Sport Management Quarterly, International Journal of Sport and Society, Sport Management Review, Journal of Sport and Tourism, and Sport Marketing Quarterly, Sport, Business and Management: An International Journal. 323-344, doi:10.1080/16184742.2014.926379. The relationship between sport, sponsorship and the media. 2, pp. 2, pp. There is a dominance of papers applying identity theory and social identity theory (15 papers), highlighting the importance of fandom to self-identity construction. fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. 295-319, doi: 10.1108/SBM-10-2014-0043. Hence, the conflicts and tensions between a commercial, and a non-commercial logic are not equally intense as in, e.g. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. 4, pp. Bauers etal. 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). 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, if satellite fans understand and adapt to the existing local fan community, positive attitudes towards this group are more likely. Through a structured review of current research, several insights have been presented. Erik Lundberg PhD is associate senior lecturer in Marketing and at the Centre for tourism, University of Gothenburg, Sweden. Thus, there is an urgency in approaching fans of women's elite sports and discussing how they respond to commercialization. 26 No. Study Paper 2 - Media, Sponsorship and commercialisation flashcards from Josie Phillips's QE class online, or in Brainscape's iPhone or Android app. 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. 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. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. Therefore, the purpose of this review is to develop a holistic understanding of extant studies addressing the impacts of elite sport commercialization on fans.
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