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Every camera position at the Superbowl is now sponsored by a different company, there are commercials shown almost continually and the advertisements during half time are the most expensive pieces of air time that can be purchased. 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. Super Bowl Commercials), Increased influence of sponsors on teams and competitions, Branded competitions (e.g. and Timothy, D.J. At this stage of the field's early maturity (42 papers in this review), we do not know for sure. 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? This yielded eight additional articles. Commercialization and possible fan resistance may not always imply negative consequences on the relationship between teams and fans (e.g. * Parganas, P., Papadimitriou, D., Anagnostopoulos, C. and Theodoropoulos, A. 127-163, doi: 10.1080/16184740903563406. Hence, the conflicts and tensions between a commercial, and a non-commercial logic are not equally intense as in, e.g. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. (2012) study clubs from a branding perspective and focus on the implications of commercial brand extensions on fans' emotions. 17 No. These themes are to some extent overlapping, and studies sometimes focus on more than one of the consequences for fans. Anglo-Saxon regions, particularly England (14), were the most prominent. 1, pp. Erik Winell is the corresponding author and can be contacted at: http://creativecommons.org/licences/by/4.0/legalcode, https://www.nytimes.com/2021/04/22/sports/soccer/super-league-soccer.html, Professionalization of elite sport teams who are driven as business-oriented corporations, Financial performance measures and employees recruited based on marketing expertise, The creation of a global transfer market for players in major team sports, Signing and selling players for substantive transfer fees. Quantitative papers, on the other hand, often find both positive and negative responses among fans. Andon and Houck (2011) study fan emotions in relation to the NHL Winter Classic, a special and commercial sporting event. 33 No. Global orientation in attracting new fans, Commercialization of memorabilia and nostalgic elements related to the sport, Creation of open-air games (e.g. The Pro's and Con's for the Sport! 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). (2023), "How are fans affected by the commercialization of elite sports? Youth Kia Wazza; Commercialization of Sports -- What Good? 18 No. 23 Nos 1-2, pp. 104, pp. This is because these tourist fans have not been loyal to the teams for long. Most of the articles are based on qualitative research methodology (18 articles). The media can have both a positive and negative effect on sport. * Giulianotti, R. (2011), Sport mega events, urban football carnivals and securitised commodification: the case of the English premier league, Urban Studies, Vol. 22, pp. He specializes in consumer behaviour, with a wide empirical focus in areas such as sports, financial services and consumer privacy. 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. 1, pp. Globalization of sports - Wikipedia While more research is needed on fans to other team sports, focusing on more individualized elite sports, such as motor sports, tennis, golf and athletics, can also make substantial contributions to the literature, as they represent sports with other types of fan communities and traditions. Advantages and disadvantages of using technology in sport Moore, R. (2005), Alternative to what? Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. 333-339. Khondker, H.H. 13 No. 2, pp. It is too early to say. 147-159, doi: 10.1016/j.smr.2017.06.003. Management of sport for profit makes sport a product to be bought and sold. In total, 134 articles were retrieved. 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). Yet, some themes have received considerably more attention than others. Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. the heritage of the sport or the team, fan emotions can be intensified. Other types of football are specified in the text (i.e. Snyder, H. (2019), Literature review as a research methodology: an overview and guidelines, Journal of Business Research, Vol. Essentially, all papers focused on sports for men, and there was no article studying fans in women's elite sports. * Hewer, P., Gannon, M. and Cordina, R. (2017), Discordant fandom and global football brands: 'Let the people sing', Journal of Consumer Culture, Vol. (2017), Marketization impact on the relationships between supporters and football clubs, International Journal of the History of Sport, Vol. This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020; Mumcu etal., 2016). 5, pp. 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. In many contexts, especially within elite football, there is an increasing tendency of clubs being bought by private investors to earn money or for clubs to become marketing platforms for owners. However, some research indicates that fans may also perceive commercialization as a positive process. Outline three negative impacts of commercialisation in sport on spectators (3 marks). 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. UEFA Champions League, The Olympics). 279-297, doi: 10.1177/1469540517747094. Swanson, K.K. Another aspect of commercialization revolves around the ownership structures of teams. international player recruitment, which fans may perceive differently compared to how intensified commercialization is perceived in men's elite football. 177-187. 70-91, doi: 10.1080/23750472.2018.1481765. . Advertisements on major events rising in terms of worth (e.g. 6 No. A level PE - commercialisation and the media. 133-150, doi: 10.1177/0193723517696967. 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. Visit emeraldpublishing.com/platformupdate to discover the latest news and updates, Answers to the most commonly asked questions here, 2022, Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson, References marked with an asterisk indicate studies included in the review, Examining the relationship between brand emotion and brand extension among supporters of professional football clubs, Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Brand image and fan loyalty in professional team sport, Club members in German professional football and their attitude towards the 50+1 RuleA stakeholder-oriented analysis, Uniting a sport teams' global fan community: prototypical behavior of satellite fans enhances local fans' attitudes and perceptions of groupness, A child's Christmas in America: Santa Claus as deity, consumption as religion, The effects of emotions on football spectators' satisfaction and behavioural intentions, Football's emerging market trade network: ego network approach to world systems theory, Experiential marketing in sport spectatorship services: a customer perspective, The Politics and Culture of FC St. Pauli: from leftism, through anti-establishment, to commercialization, A digital ethnography of fan reaction to sponsorship termination, Football fandom and Disneyisation in late-modern life, Influence of the virtual brand community in sports sponsorship, The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Divided loyalty? 443-460, doi: 10.1123/JSM.2013-0327. 1, pp. Dos Santos etal. 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. 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. Sposnorship. Below, we set out a research agenda focusing on methodological, theoretical, conceptual, and empirical development. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. and Emery, P.R. 3, pp. The Positives and Negatives of Commercialism - GraduateWay Finally, this review indicates that commercialization poses a threat to fans as it may affect many aspects of being a fan. * 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. 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. There are many forms of media to show sports such as social media, radio, TV and newspapers. O'Hallarn, B., Shapiro, S.L., Wittkower, D.E., Ridinger, L. and Hambrick, M.E. 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). * Uhrich, S. and Benkenstein, M. (2012), Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events, The Service Industries Journal, Vol. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. Instead, the reviewed papers show the many different aspects of commercialization, such as sponsorship, business-like management, and modernization of stadiums. * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. Backman, J. and Carlsson, B. 15, pp. With increased exposure of the game comes increased participation. 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. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . Negative impacts of commercialisation of education 21 No. In most cases, however, the interviewees saw this increased emphasis on branding and club merchandise as something exciting and contributing to the experience of being a fan. 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). Over the past decades, sport has been increasingly commercialized, where enormous sums of money has been poured constantly. PDF Title: Commercialization of sport Tuesday, 21 April 2020 Technology affects many aspects of sport from performance on and off the field to spectating and public profile. Granados, M.L., Hlupic, V., Coakes, E. and Mohamed, S. (2011), Social enterprise and social entrepreneurship research and theory: a bibliometric analysis from 1991 to 2010, Social Enterprise Journal, Vol. Zhang, Z., Won, D. and Pastore, D.L. First, it will assess the view that modern sport was a lagged by-product of the . 25-49, doi: 10.1080/16184742.2013.865248. Fleischmann and Fleischmann (2019) find that through social media, domestic fans more easily bond emotionally with their teams. 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. English elite football, commercialization is mainly associated with negative effects for fans. 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. 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. For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. As shown in this review, commercialization is not unidimensional. 4, pp. Some studies also highlight that commercialization can spark fan resistance. While different methodological perspectives are generally positive, the results show that conceptual studies, and to a certain extent qualitative studies, seem to be more focused on the negative effects on fans (Table8). These changes may negatively affect fans' engagement with and perceived value of being fans (Tinson etal., 2021; Hognestad, 2015). 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). - professionalism. 159-169, doi: 10.1108/02651339710170230. Also here it is important to move beyond the European borders and for instance examine how, e.g. Radio was the first form to show sports and now TV is the most powerful form for spectator to . Jonas Nilsson (PhD) is associate professor in Business Administration at University of Gothenburg, Sweden. According to commercial ideals, having a modern stadium is deemed fundamental. Thereafter, analytical themes for how elite sport commercialization affects fans and how fans respond are presented. (2019) studied German football fans' attitudes towards selling more than 50% of clubs to private investors. 133-150, doi: 10.1007/s11747-012-0308-3. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. 3, pp. Numerato and Giulianotti, 2018). 3, pp. 465-486, doi: 10.1177/101269000035004002. (2016), How context shapes value co-creation: spectator experience of sport events, Service Industries Journal, Vol. Thus, changing regulations in club ownership may negatively affect fan attitudes. There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. Fan resistance can motivate fan communities to reshape the meanings and identities of clubs (e.g. Table5 summarizes each theme and the major results found in the specific papers. 3, pp. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). 51 No. and Campos, C.P. Fritz etal., 2017). * Jensen, R., Bowman, N., Wang, Y. and Larson, B. 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. (2020), Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Sport in Society, Vol. The media can have both a positive and negative effect on sport. Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. (2003)). 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. 9 No. 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. 227-242, doi: 10.1080/16184742.2012.679949. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. Today it seems there is hardly any level of sports participation which does not have sponsorship or some variety of commercial venture. Funk, D.C. and James, J. The final theme that emerged in the review focuses on fan behaviours. 295-319, doi: 10.1108/SBM-10-2014-0043. 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). Kerr and Emery, 2011). This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. The review contributes with an analysis of studies and an agenda for future research, focusing on how fans are affected byand respond toincreasing commercialization. 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. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Instead, responses differ depending on aspect(s) of commercialization, geographical context(s) and the outcome variable(s) studied. Two main subareas identified within this theme are fan loyalty and fan resistance. Developing the quantitative stream can, for instance, measure attitudes and emotions and how commercialization of elite sport influences these. 5-23. Uhrich and Benkenstein (2012) surveyed German football fans and show how fans and their behaviours remain fundamental for evoking fan emotions. 4, pp. Click the card to flip . 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). * Merkel, U. 39 No. 824-837, doi: 10.1016/j.smr.2020.04.001. (2018), Sport team emotion: conceptualization, scale development and validation, Sport Management Review, Vol. Therefore, the purpose of this review is to develop a holistic understanding of extant studies addressing the impacts of elite sport commercialization on fans. 7 No. 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 . Dubal (2010) illustrates that these frictions can open up fans to increase their influence through, for instance, uniting in fan communities. Yoshida, M., Gordon, B., Nakazawa, M. and Biscaia, R. (2014), Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context, Journal of Sport Management, Vol. * 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. 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. The effects of the media on sport - Commercialisation in sport - AQA 2, pp. * 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. Hoegele etal., 2014; Meng etal., 2015). These papers often use critical approaches to commercialization, regularly using concepts such as commodification (e.g. Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. 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. These contexts provide interesting examples where fans might have a greater influence on how commercialization of elite sports should develop. 41 No. Thanks! The second stage of the review process, i.e. 5, pp. Ritzer and Stillman, 2001), Commercialization implies new types of arranging sport events to yield emotional responses among fans (e.g. 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. 2, pp. 1-18, doi: 10.1080/16184742.2020.1871394. This article focuses on three aspects of the historical relationship between sport and industry. Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. * Andon, S.P. Advantages & disadvantages of commercialization in sports 815-829, doi: 10.1177/0038038511413426. Increasingly, advances in technology influence grass-roots as well as elite sport. reporting the results, a suitable approach is to categorize the reviewed literature (Tranfield etal., 2003). We empower you to efficiently solve each new challenge and make your life better and easier. cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). On an overarching level, the results indicate that increasing commercialization can lead to both value-co-creation and value-co-destruction in these service ecosystems. 21 No. 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. This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). The findings suggest that by commercializing, e.g. 95-118, doi: 10.1207/s15506878jobem5001_6. For this review, commercialization, fans, and elite sports are the main concepts. 13 No. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. (2016), Influence of the virtual brand community in sports sponsorship, Psychology and Marketing, Vol. fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. * Hyatt, C.G. 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. (2014), Estimating consumer spending on tickets, merchandise, and food and beverage: a case study of a NHL team, Journal of Sport Management, Vol. 3, pp. Qualitative approaches are dominant in previous literature (18 of 42 papers), and several papers (11) are conceptually written. Garca, B. and Welford, J. 600-619, doi: 10.1177/1469540515611199. (2016), If we build it, will they come? 11, 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. Merkel, 2012; Numerato and Giulianotti, 2018). 9 No. The third most applied theoretical framework is cultural theory. - more media interest. 181-198, doi: 10.1080/14775080802310223. 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. 48 Nos 7-8, pp. There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. * Putra, L.R.D. 14 No. commercialization has promoted a democratic transformation of fan involvement (Bauers etal., 2019). 13 No. * Giulianotti, R. (2002), Supporters, followers, fans and flaneurs: a taxonomy of spectator identities in football, Journal of Sport and Social Issues, Vol. 26 No. Andon and Houck, 2011), Commercialization can reduce, or establish the loyalty among fans (e.g. Major sport events having a major impact on local societies through increased tourism, new infrastructure etc. Commercialization of sports results in an industry that provides revenue for national and local economics through event revenue, taxes, employment and sponsorship. 1835-1853, doi: 10.1080/09523367.2017.1341873. 28, pp. Third, elite sports are regarded as sports performed on the highest athletic level. 2, pp. 1, pp. 2, pp. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. 25-44, doi: 10.18666/jasm-2016-v8-i4-7221. 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 . 399-417, doi: 10.1123/jsm.2013-0199. 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.