The relationship between sport, sponsorship and the media. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports.,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 . 3, pp. The media promote the commercialisation of sports. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. Rimi Bowl, Pepsi Super Bowl, Ligue 1Uber Eats). * Hoegele, D., Schmidt, S.L. 2, pp. The Pro's and Con's for the Sport! 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. sponsors). 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. 119-150, doi: 10.1016/S1441-3523(01)70072-1. They provide needed publicity and create and maintain spectator interest among large numbers of people. 5, pp. Ritzer and Stillman, 2001), Commercialization implies new types of arranging sport events to yield emotional responses among fans (e.g. Garca, B. and Welford, J. Other types of football are specified in the text (i.e. 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). Fans, i.e. and Casper, J.M. While critical theory generates interesting results, we advocate for more studies with theorization that can provide perspectives on how fans respond to and are affected by commercialization. The third most applied theoretical framework is cultural theory. 51 No. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. * 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. 4, pp. References marked with an asterisk indicate studies included in the review. This review also illustrates methods for studying online contexts are scarce (see Table2). The planning phase focuses on assessing the relevance and limits of the specified topic. Dubal (2010) illustrates that these frictions can open up fans to increase their influence through, for instance, uniting in fan communities. It is too early to say. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. Stenling, C. and Fahln, J. 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. 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? There have on some occasions been problems when the name of the stadium has been changed to include a corporate trademark. 23 No. As a final stage, we assessed leading marketing journals, with an explicit perspective on individuals as customers. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. 402-419, doi: 10.1108/03090569910253251. Merkel, 2012; Numerato and Giulianotti, 2018). 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. 3.2 Socio-cultural influences and wellbeing in physical activity and sport and Mechikoff, R.A. (1992), Deep fan: mythic identification, technology, and advertising in spectator sports, Sociology of Sport Journal, Vol. Anglo-Saxon regions, particularly England (14), were the most prominent. * Kerr, A.K. (2011), Divided loyalty? An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Local identities in a global game: the social production of football space in Liverpool, International orientation of professional football beyond Europe: a digital perspective on the global reach of English, German and Spanish clubs, Exploring hyper-experiences: performing the fan at Germany 2006, Authenticity in branding exploring antecedents and consequences of brand authenticity, The psychological continuum model: a conceptual framework for understanding an individual's psychological connection to sport, Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Supporters and football governance, from customers to stakeholders: a literature review and agenda for research, Supporters, followers, fans and flaneurs: a taxonomy of spectator identities in football, Sport spectators and the social consequences of commodification: critical perspectives from Scottish football, Sport mega events, urban football carnivals and securitised commodification: the case of the English premier league, Emotion and memory in nostalgia sport tourism: examining the attraction to postmodern ballparks through an interdisciplinary lens, Social enterprise and social entrepreneurship research and theory: a bibliometric analysis from 1991 to 2010, Discordant fandom and global football brands: 'Let the people sing', Superstars as drivers of organizational identification: empirical findings from professional soccer, Split loyalties: football is a community business, 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, How context shapes value co-creation: spectator experience of sport events, Examining minor league baseball spectator nostalgia: a neuroscience perspective, Using identity work theory to understand the de-escalation of fandom: a study of former fans of national hockey league teams, New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Football stadium relocation and the commodification of football: the case of Everton supporters and their adoption of the language of commerce, Foreign fandom and the Liverpool FC: a cyber-mediated romance, Glocalization, consumption, and cricket: the Indian premier league, Sport in business studies: a state-of-the-art literature review, Attitudinal constructs towards sponsorship: scale development using three global sporting events, Marketization impact on the relationships between supporters and football clubs, International Journal of the History of Sport, Football transfers and moral responsibility, What is the sports product and who buys it? Thus, we encourage future studies to cover a wide variety of aspects to better comprehend the connection between commercialization and fans. John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. 3, pp. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. 4, pp. 1741-1757, doi: 10.1080/02642069.2011.556190. 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. 18 No. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. 341-358. 399-417, doi: 10.1123/jsm.2013-0199. Most of the articles are based on qualitative research methodology (18 articles). Fan resistance can motivate fan communities to reshape the meanings and identities of clubs (e.g. (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. (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. For example, when a national team does well at the Olympics the number of children taking up the sport increases. Instead, responses differ depending on aspect(s) of commercialization, geographical context(s) and the outcome variable(s) studied. Additionally, Merkel (2012) studied German football fans and found that commercialization and resistance among fans can motivate a higher degree of fan involvement. 207-222, doi: 10.1111/1467-8551.00375. Global orientation in attracting new fans, Commercialization of memorabilia and nostalgic elements related to the sport, Creation of open-air games (e.g. Mumcu, C., Lough, N. and Barnes, J.C. (2016), Examination of women's sports fans' attitudes and consumption intentions, Journal of Applied Sport Management, Vol. 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). 21 No. 4, pp. * Dixon, K. (2014), Football fandom and Disneyisation in late-modern life, Leisure Studies, Vol. 2, pp. ; 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. 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. Gordon, K.O. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. 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. Thus, Table4 is a combination of theoretical frameworks as well as theoretically oriented concepts. 4, pp. 1, pp. 10 No. 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). 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. 1, pp. In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. 203-240. 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. (2012) study clubs from a branding perspective and focus on the implications of commercial brand extensions on fans' emotions. Rahman, M. and Lockwood, S. (2011), How to use your Olympian: the paradox of athletic authenticity and commercialization in the contemporary Olympic games, Sociology, Vol. Hognestad (2012) highlights the notion that increasing commercialization in combination with increasing media interest has the tendency to move fans from being supporters of one club (so called mono-supporters) to several. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. 529-546, doi: 10.1108/SBM-09-2017-0042. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). 517-528, doi: 10.1016/j.smr.2015.08.006. Attitudes are fans' overall evaluation of an object, issue or person (Parganas etal., 2017). First, it will assess the view that modern sport was a lagged by-product of the . This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. 3, pp. Disadvantages with Commercialized Sport Essay Example - GraduateWay 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. (2018), Sport team emotion: conceptualization, scale development and validation, Sport Management Review, Vol. (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. 35 No. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 28 No. 23 Nos 1-2, pp. 4, pp. 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. 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. Ticket prices, refreshments and team shirt prices have all gone up at the same time more and more advertising space is sold around the stadium and television rights are sold for almost every game. 9 No. Andon and Houck (2011) study fan emotions in relation to the NHL Winter Classic, a special and commercial sporting event. and Campos, C.P. Fritz etal., 2017). 6 No. 23 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. 5 No. 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. Major sport events having a major impact on local societies through increased tourism, new infrastructure etc. Another reason for the difficulties in finding clear consensus is the variety of applied methods. 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). Lpez Fras, F.J. (2018), Football transfers and moral responsibility, Soccer and Society, Vol. 48 Nos 7-8, pp. * Hewer, P., Gannon, M. and Cordina, R. (2017), Discordant fandom and global football brands: 'Let the people sing', Journal of Consumer Culture, Vol. 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. Super Bowl Commercials), Increased influence of sponsors on teams and competitions, Branded competitions (e.g. Study with Quizlet and memorize flashcards containing terms like What 4 things may commercialisation impact relating to sport?, List 3 positive impacts of commercialisation on society, List 2 negative impacts of commercialisation on society and more. European elite football (Numerato and Giulianotti, 2018). 6 No. 363-376, doi: 10.1016/j.smr.2017.08.007. However, some contexts are quite different. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. (2016), Influence of the virtual brand community in sports sponsorship, Psychology and Marketing, Vol. One of the spirits of sport is to develop healthy life style. Tranfield, D., Denyer, D. and Smart, P. (2003), Towards a methodology for developing evidence-informed management knowledge by means of systematic review, British Journal of Management, Vol. Doyle, J.P., Lock, D., Funk, D.C., Filo, K. and McDonald, H. (2017), 'I was there from the start': the identity-maintenance strategies used by fans to combat the threat of losing, Sport Management Review, Vol. Woisetschlger etal., 2013) or critical theory. Thus, changing regulations in club ownership may negatively affect fan attitudes. - more media interest. 6 No. 184-197, doi: 10.1016/j.smr.2016.04.006. Studies on fan identity, attitudes and emotions portray more varying effects. 19 No. However, some research indicates that fans may also perceive commercialization as a positive process. 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. 217-232, doi: 10.1080/14775085.2016.1231621. In addition, surveys are the most used method for collecting data (11 articles). and Bennett, G. (2018), Sports fan experience: electronic word-of-mouth in ephemeral social media, Sport Management Review, Vol. Jensen etal., 2012; Dos Santos etal., 2016). (2016), If we build it, will they come? 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. * Parganas, P., Papadimitriou, D., Anagnostopoulos, C. and Theodoropoulos, A. 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? 1-18, doi: 10.1080/16184742.2020.1871394. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode. Four papers explicitly touched upon fan loyalty in connection to commercialization. cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). * 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. 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). (1990), Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Journal of Sport and Social Issues, Vol. 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. 11, pp. 206-216. 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. Such a structured procedure increases the validity and reliability of the study (Snyder, 2019). 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. * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. However, there is a general shortage of quantitative studies to test the specified relationships on larger samples. He received his PhD in 2014, where he describes and analyses tourism and event impacts from a sustainable development perspective. 3, pp. 25 No. Several of the studies set in English elite football point out the negative effects of intensified commercialization. Study Paper 2 - Media, Sponsorship and commercialisation flashcards from Josie Phillips's QE class online, or in Brainscape's iPhone or Android app.
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