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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). 7, pp. sponsors). Further research is needed that embraces the inclusion of a more diverse set of methods, empirical contexts, theories, concepts, and aspects of commercialization. According to commercial ideals, having a modern stadium is deemed fundamental. Public becomes more knowledgeable. Fan loyalty is conceptualized into two main dimensions, i.e. * Dubal, S. (2010), The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Vol. Tables 69 have, at least, one thing in common; negative effects on, and negative responses of, fans dominate. Sports teams are businesses like any other and they need to make money to survive. 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. and Backhaus, C. (2013), Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, European Journal of Marketing, Vol. 1, pp. This procedure yielded 84 articles whose abstracts matched the scope of the review. 560-572, doi: 10.1080/14660970.2016.1221822. However, there is a general shortage of quantitative studies to test the specified relationships on larger samples. 4, pp. 17 No. English elite football, commercialization is mainly associated with negative effects for fans. This is at a time when there is national worry about the health of young people with regards to what they eat and the level of exercise they participate in. Second, fans are viewed as individuals with a psychological connection to a sport, a team and, or an athlete (Funk and James, 2001). 39 No. (2016) illustrate that as sponsors increase in numbers, it is important for the sponsoring brand to match its brand identity with the team identity. Again, commercialization is neither good nor bad it simply is what it is. Thus, commercialization can spur opportunities for teams and, or athletes to earn more profits and therein, to become more successful. (2003)). The media can have both a positive and negative effect on sport. For fans, we used the following terms: Fans, Consumers and Supporters. 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. 3, pp. 10 No. 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. 22 No. Commercialisation. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). 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. 14 No. * Hognestad, H.K. Sports teams are businesses like any other and they need to make money to survive. The media promote the commercialisation of sports. It is too early to say. This development supports financial growth and, e.g. 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 . 36 Nos 11-12, pp. 22 No. Para enviarnos tus inquietudes, ideas o simplemente saber ms acerca de Cuida Tu Dinero, escrbenos. 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. An extreme example is how fans' resistance to commercialization of a football club (in this study, Manchester United) can result in fans creating a new club (FC United of Manchester), based on former traditions and values (Torchia, 2016). 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. 6 No. * 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. 10 No. These themes are to some extent overlapping, and studies sometimes focus on more than one of the consequences for fans. The positive and the negative impacts of commercialised activity (sponsorship and the media) on the following: performer ; sport ; official; audience/spectator ; sponsor/company. Dwyer, B. Stieglitz, S., Dang-Xuan, L., Bruns, A. and Neuberger, C. (2014), Social media analytics, Business and Information Systems Engineering, Vol. (2011), Foreign fandom and the Liverpool FC: a cyber-mediated romance, Soccer and Society, Vol. 1012-1026, doi: 10.1080/14660970.2015.1133416. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. 2, pp. 8 No. 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. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. Commercialization in Professional Sports: Understanding Consumers Sponsorship is the financial support for a sport (whether this is an event, organisation or performer) by an outside body (be it a person or organisation) for the mutual . Kerr and Emery, 2011; Richardson and Turley, 2006), Commercialization elevates the importance of fan attitudes towards sponsors (Lee etal., 1997; Parganas etal., 2017), Commercialization of teams, leagues and overarching structures impacts fan attitudes towards sport entities as well as other fans (Rouvrais-Charron and Kim, 2009; Behrens and Uhrich, 2019; Chanavat and Bodet, 2014; Jensen etal., 2012), Commercialization impact emotional arousal and emotional attachment among fans (e.g. Several papers address how resistance to commercialization is manifested among fans. 4, pp. 48 Nos 7-8, pp. Thus, we encourage future studies to cover a wide variety of aspects to better comprehend the connection between commercialization and fans. 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? As a final stage, we assessed leading marketing journals, with an explicit perspective on individuals as customers. In the previous literature, other concepts are often interlinked to commercialization of elite sports, such as commodification, marketization, modernization and globalization. 43 No. 1-20, doi: 10.1080/16184742.2019.1643384. 3, pp. We then categorized the papers based on empirical contexts: the type of sport studied, the geographical focus, and the gender balance (Table 3). Several studies share the view that fan resistance develops when commercialization leads to perceived alienation (Duke, 2002; Hewer etal., 2017). (2012) study clubs from a branding perspective and focus on the implications of commercial brand extensions on fans' emotions. 127-163, doi: 10.1080/16184740903563406. (2016), Influence of the virtual brand community in sports sponsorship, Psychology and Marketing, Vol. Rose, M., Rose, G.M., Merchant, A. and Orth, U.R. The paper highlights the complex and dynamic nature of commercialization. Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. 45 No. 265-289, doi: 10.1080/16184742.2017.1279203. Four papers explicitly touched upon fan loyalty in connection to commercialization. Advantages and disadvantages of using technology in sport 8 No. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. * Lee, M.S., Sandler, D.M. 29 No. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. Ritzer and Stillman (2001) study the modernization of baseball stadiums and how this affects fan emotions. Thanks! 4, pp. * Giulianotti, R. (2005), Sport spectators and the social consequences of commodification: critical perspectives from Scottish football, Journal of Sport and Social Issues, Vol. and Foster, W.M. 3, pp. 95-118, doi: 10.1207/s15506878jobem5001_6. This implies that fans increasingly construct their self-identities using commercial elements that best fit their own desire, in contrast to previously more community-oriented self-identification (Petersen-Wagner, 2017). (2014), Superstars as drivers of organizational identification: empirical findings from professional soccer, Psychology and Marketing, Vol. - more media interest. 13 No. John has published within Tourism Management, International Journal of Contemporary Hospitality Management, Event Management, Scandinavian Journal of Tourism and Hospitality. Thus, Table4 is a combination of theoretical frameworks as well as theoretically oriented concepts. Winell, E., Armbrecht, J., Lundberg, E. and Nilsson, J. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. 17 No. There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. ; 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. Here, commercialization is studied as a process that moves away from, and causes conflicts to traditions and the local connectedness (Duke, 2002). Commercial spectator sports attrracted the interest of much of the population. As explained above, they are often connected and used as dimensions of commercialization (Numerato and Giulianotti, 2018). 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). 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). 4, pp. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. (2003) comprising three main stages: planning, conducting, and reporting. 203-220, doi: 10.1080/14759551.2016.1161625. We empower you to efficiently solve each new challenge and make your life better and easier. * Hognestad, H.K. Merkel, 2012; Numerato and Giulianotti, 2018). This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). The literature also illustrates how sponsors affect fan identification. 1, pp. Thus, there is an urgency in approaching fans of women's elite sports and discussing how they respond to commercialization. They found that if fans identify strongly with a team, it reduces the likelihood that fans switch to a competitive brand (Parganas etal., 2017). Another reason for the difficulties in finding clear consensus is the variety of applied methods. - advertising. Additionally, the lack of papers in other geographical contexts, distant from Europe, is also striking when assessing the geographical homogeneity of the reviewed papers. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football. 48 No. Este artculo fue escrito, editado y revisado exhaustivamente por el equipo de Cuida Tu Dinero con la finalidad de asegurar que los lectores reciban la mejor y ms detallada informacin posible. The structured review shows that the impacts of commercialization on fans relate to four different themes. 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. A more recent study outlines three . 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. Table2 highlights the methods used in the research to date. Liang, Y. 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 . Dos Santos etal. * Torchia, D. (2016), An alternative football club in a liquid modernity: FC United of Manchester, Culture and Organization, Vol. Belk, R.W. * 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. 34 Nos 17-18, pp. More media in sport. Thus, studying other contexts with different background and traditions of sport is important to gain an holistic understanding of commercialization. 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. The second stage of the review process, i.e. Disadvantages with Commercialized Sport. Another aspect of commercialization revolves around the ownership structures of teams. * Petersen-Wagner, R. (2017), The football supporter in a cosmopolitan epoch, Journal of Sport and Social Issues, Vol. 1, pp. Daniel and Kassimeris, 2013; Torchia, 2016; Totten, 2016). Jensen etal., 2012; Dos Santos etal., 2016). 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. 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. 606-621, doi: 10.1123/jsm.25.6.606. fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. The journals included for this stage were Journal of Consumer Research; Journal of Consumer Psychology; Journal of Marketing; Psychology and Marketing; Journal of Marketing Research, Marketing Science; Advances in Consumer Research; Marketing Letters; Marketing Theory; Consumption, Markets and Culture. * Mason, D. (1999), What is the sports product and who buys it? 124, doi: 10.1016/j.jbusres.2020.03.040. 121-134, doi: 10.1080/16138171.2009.11687833. It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . It is exemplified in this review process by the strict criteria for including papers that explicitly addressed the impacts of commercialization on fans. First, it will assess the view that modern sport was a lagged by-product of the . 1, pp. Commercialized sports was one of several male bastions. Advertisements on major events rising in terms of worth (e.g. 14 No. The Positives and Negatives of Commercialism - GraduateWay Broadcasted sports as an entertainment product, Athletes/players/teams becoming global brands, Expansion of marketing reach beyond domestic borders. 5, pp. They provide needed publicity and create and maintain spectator interest among large numbers of people. 12 No. 2, pp. 880-896, doi: 10.1080/14660970.2011.609686. From the time when education started its first phase of commercialisation, the responsibilities of the teacher too, have been compromised. Studies on fan identity, attitudes and emotions portray more varying effects. 324-348, doi: 10.1108/EJM-10-2014-0633. Quantitative papers, on the other hand, often find both positive and negative responses among fans. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. 2, doi: 10.1108/SBM-05-2014-0025. Andon and Houck (2011) study fan emotions in relation to the NHL Winter Classic, a special and commercial sporting event. and Schreyer, D. (2016), The future of professional football: a Delphi-based perspective of German experts on probable versus surprising scenarios, Sport, Business and Management: An International Journal, Vol. 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. Reddit - Dive into anything (2017), Marketization impact on the relationships between supporters and football clubs, International Journal of the History of Sport, Vol. Sponsorship in sport - Commercialisation - WJEC - BBC Bitesize On the same topic, Delia (2017) studied fan identities in the service ecosystem of cycling and found that long-term sponsorship may result in positive legacy effects. 50 No. (PDF) Sport, industry and industrial sport in Britain before 1914 (2019) studied German football fans' attitudes towards selling more than 50% of clubs to private investors. The varying implications for fans are also present when looking at the main outcome variables. Commercialization of sports results in an industry that provides revenue for national and local economics through event revenue, taxes, employment and sponsorship. In terms of geographical areas, many European contexts have a different history, and way of commercializing than England. 2, pp. 10 No. * 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. Furst, R.T. (1971), Social change and the commercialization of professional sports, International Review of Sport Sociology, Vol. 5, pp. This yielded 42 additional articles. Laurell, C. and Soderman, S. (2018), Sport in business studies: a state-of-the-art literature review, Sport, Business and Management, Vol. 510-531, doi: 10.1080/02642069.2016.1255730. 33-4610, doi: 10.1108/IJSMS-10-03-2009-B005. While local culture, norms, and history may still play a role, Petersen-Wagner (2017) argues that commercialization drives an individualization of fans. The failed attempts by club owners to start a European Super League in football [1] (Panja and Smith, 2021) and the debates of whether to allow sponsorship within College Sports in the USA (Zhang etal., 2005) are two examples when commercialization has been heavily criticized. Effect of Commercialization on Sporting Events - UKEssays.com 15 No. 3, 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. 3, pp. This review set out to investigate how research has studied how fans are affected by intensified commercialization. 203-240. We then analysed the content and findings to perform a relevant thematic analysis. 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). John Armbrecht, PhD is an associate professor at the School of Business, Economics and Law at Gothenburg University. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. Commercialisation and Media Flashcards | Quizlet 443-460, doi: 10.1123/JSM.2013-0327. Commercialization is defined as the process of subordinating traditional values and norms in favour of profit maximization (Fritz etal., 2017). 2023 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. * Chanavat, N. and Bodet, G. (2014), Experiential marketing in sport spectatorship services: a customer perspective, European Sport Management Quarterly, Vol. Advantages And Disadvantages Of Commercialisation Of Sports Each paper was summarized to review how fans are affected by an increasing commercialization. A level PE - commercialisation and the media Flashcards (2012), Football fans and clubs in Germany: conflicts, crises and compromises, Soccer and Society, Vol. 3, pp. 217-239, doi: 10.1080/14775085.2013.846228. 3, pp. Outline three positive impacts of commercialisation in sport on performers (3 marks). It is a multifaceted process which may take on many different forms. * Woisetschlger, D.M., Haselhoff, V.J. the heritage of the sport or the team, fan emotions can be intensified. Finally, attitudes among fans have also been studied in relation to the increased tensions between the local and global that commercialization contributes to. 457-484, doi: 10.1080/16184742.2017.1318410. Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. Formalization and planning of major sport events to attract millions. Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. As indicated, the service ecosystems of elite sports are increasingly influenced by commercialization (Laurell and Soderman, 2018). 2, pp. 3, pp. 515-531, doi: 10.1080/19406940.2015.1063530. A review of the literature and a research agenda", Sport, Business and Management, Vol. and Branscombe, N.R. 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. Woisetschlger etal., 2013). * Giulianotti, R. (2002), Supporters, followers, fans and flaneurs: a taxonomy of spectator identities in football, Journal of Sport and Social Issues, Vol. * Jensen, R., Bowman, N., Wang, Y. and Larson, B. 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). Two main subareas identified within this theme are fan loyalty and fan resistance. (2013), Emotion and memory in nostalgia sport tourism: examining the attraction to postmodern ballparks through an interdisciplinary lens, Journal of Sport and Tourism, Vol. 207-222, doi: 10.1111/1467-8551.00375. For example, when a national team does well at the Olympics the number of children taking up the sport increases. 198-218. 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. PDF Title: Commercialization of sport Tuesday, 21 April 2020 19 No. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. 4, pp. 4 No. 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). With increased exposure of the game comes increased participation. In elite sports, commercialization implies a focus on market-oriented ideals, business-like management structures and sponsorship activities (Dubal, 2010). 4, pp. However, fans may not consider themselves to be customers as their levels of engagement and loyalty to their teams often are very distinct from traditional relationships between a customer and a firm (Numerato and Giulianotti, 2018). 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. With increased exposure of the game comes increased participation. 33 Nos 3/4, pp. Sposnorship. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode. and Shapiro, S.L. Instead, responses differ depending on aspect(s) of commercialization, geographical context(s) and the outcome variable(s) studied. The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. There were also articles covering general sport-related issues, such as the governance of the Olympics, which only briefly mentions fans. Commercialisation is about media exposure for the sport. The resulting themes emerged without any specific analytical or theoretical model and set the basis for the analysis and research agenda. activities in mass media and, or social media changes resources fans use for identity construction (e.g. 17 No. 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. 1487-1510, doi: 10.1108/EJM-03-2012-0140. 341-358. Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. 14 No. This review also illustrates methods for studying online contexts are scarce (see Table2). 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. 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. Rimi Bowl, Pepsi Super Bowl, Ligue 1Uber Eats). 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). However, commercialization may also encounter severe resistance in elite sports service ecosystems. Increased professionalism. 5, pp. 2, pp. Gantz, W., Wang, Z., Paul, B. and Potter, R.F. 824-837, doi: 10.1016/j.smr.2020.04.001. 33 No. 253-265, doi: 10.1123/jsm.2012-0275. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . 815-829, doi: 10.1177/0038038511413426. Funk, D.C. and James, J. Thus, changing regulations in club ownership may negatively affect fan attitudes. Dixon, 2014; Kennedy, 2012). 23, pp. 2, pp.
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