Fahln, J. and Stenling, C. (2016), Sport policy in Sweden, International Journal of Sport Policy, Vol. 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. Factors leading to increased commercialisation. * 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. Nonspecific, Cycling, Rugby, Baseball, Basketball, Consumer Attitudes, Stakeholder Theory, Resistance Theory, Ritual Theory, Role-Model Theory, Cultural Capital Theory, Extraordinary Experiences, Spatial Dimension Theory, Image Transfer Theory, Attachment Theory, Environmental Psychology Theory, Network Theory, Symbolic Consumption Theory, Systems and Life World Theory, Hegemony Theory, Commercialization of the role of athletes, teams and fans, Professionalization and market-orientation of elite sport teams management, Athletes becoming star-players and their importance for team identity, Introducing consumption-oriented ideals on fans, Elite sports becoming an entertainment product, Global branding of athletes/players/teams, Increased presence and coverage from media and major broadcasters. Global orientation in attracting new fans, Commercialization of memorabilia and nostalgic elements related to the sport, Creation of open-air games (e.g. There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. 21 No. 1741-1757, doi: 10.1080/02642069.2011.556190. Fan loyalty is conceptualized into two main dimensions, i.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). 4, pp. Many conceptual studies apply critical theory and, as such, perhaps a built-in critical perspective towards increasing commercialization. At this stage, at least three important observations about the literature can be drawn: The literature has often highlighted that commercialization has negative consequences for fans. 359-376, doi: 10.1080/14660970.2012.655505. (2017) surveyed how sponsorship can affect attitudes and purchase intentions in relation to the sponsoring brand. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). In addition, surveys are the most used method for collecting data (11 articles). 3, pp. It is also important to note that fans are not a homogenous group (Wang etal., 2020). It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . Click the card to flip . Second, fans are viewed as individuals with a psychological connection to a sport, a team and, or an athlete (Funk and James, 2001). 3293-3310, doi: 10.1177/0042098011422395. 37 No. 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. 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? 265-289, doi: 10.1080/16184742.2017.1279203. 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). 4, pp. As they did not focus on how the process of commercialization affects fans, they were excluded. Here, commercialization threatens fans' existing involvement with the sport entity (e.g. Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. * Dubal, S. (2010), The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Vol. Attitudes are fans' overall evaluation of an object, issue or person (Parganas etal., 2017). which factors have led to the commercialisation of sport? 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. Erik Lundberg PhD is associate senior lecturer in Marketing and at the Centre for tourism, University of Gothenburg, Sweden. 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. 9, pp. 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. 3, pp. 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. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 118-137. https://doi.org/10.1108/SBM-11-2021-0135, Copyright 2022, Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson, Published by Emerald Publishing Limited. (2018), Sport team emotion: conceptualization, scale development and validation, Sport Management Review, Vol. Commercial spectator sports attrracted the interest of much of the population. The only way they can keep up with rising wage costs, improving facilities and bringing in new players is to sell advertising space to increase revenues. 3, pp. commercialization has promoted a democratic transformation of fan involvement (Bauers etal., 2019). Whether you need to fix, build, create or learn, eHow gives you practical solutions to the problems life throws at you. UEFA Champions League, The Olympics). Following this principle, we categorized the papers based on (1) year of publication, (2) author, (3) journal, (4) method, (5) geographical context, (6) type of elite sport, (7) theoretical framework, (8) empirical results and (9) effects on fans of commercialization. 139-154, doi: 10.1177/0193723514541283. Jensen etal., 2012; Dos Santos etal., 2016). Chanavat and Bodet (2014) argue that overcommercialization, such as clubs having an overly strong emphasis on (inappropriate) sponsorship activities, leads to negative fan attitudes towards elite sport actors (Chanavat and Bodet, 2014). 323-344, doi:10.1080/16184742.2014.926379. * Hyatt, C.G. Numerato and Giulianotti, 2018). 153-173. Another reason for the difficulties in finding clear consensus is the variety of applied methods. 4 No. 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. 1, pp. Some studies also highlight that commercialization can spark fan resistance. 5, pp. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. 1, pp. 328-345, doi: 10.1123/SSJ.2019-0126. DeSchriver, T.D., Rascher, D.A. Commercialization and possible fan resistance may not always imply negative consequences on the relationship between teams and fans (e.g. (2014), Superstars as drivers of organizational identification: empirical findings from professional soccer, Psychology and Marketing, Vol. However, some contexts are quite different. sponsors). 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. 217-239, doi: 10.1080/14775085.2013.846228. Giulianotti, 2011). 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. 7, pp. 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. 2, pp. Critics claim the pace, and occasionally the outcome, of major league sports games are dictated by television commercials. 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 . For instance, 16 articles are related to impacts on Fan Behaviours, while only 4 articles deal with impacts on Fan Emotions. 10 No. * Hoegele, D., Schmidt, S.L. 167-182, doi: 10.1080/14660970.2013.776466. Numerato and Giulianotti, 2018). 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. Essentially, all papers focused on sports for men, and there was no article studying fans in women's elite sports. This review set out to investigate how research has studied how fans are affected by intensified commercialization. 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. 206-216. Ritzer and Stillman (2001) study the modernization of baseball stadiums and how this affects fan emotions. * Richardson, B. and Turley, D. (2006), Support your local team: resistance, subculture, and the desire for distinction, Advances in Consumer Research, Vol. 2, pp. Wakefield, L.T. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. 5) Performers, teams and events can be manipulated or exploited to suit the sponsor. Horbel, C., Popp, B., Woratschek, H. and Wilson, B. 36 Nos 11-12, pp. 124, doi: 10.1016/j.jbusres.2020.03.040. 12 No. 177-187. 824-837, doi: 10.1016/j.smr.2020.04.001. Hoegele etal., 2014; Meng etal., 2015). Methodologically, the review builds on the method suggested by Tranfield etal. 2, pp. If a major company sponsors an event it is much more likely to get prime time television coverage, bringing in greater advertising revenues and exposing more people to the sport. This implies a process that remains strict to the scope, as well as to the relevance of the paper (Tranfield etal., 2003). From the time when education started its first phase of commercialisation, the responsibilities of the teacher too, have been compromised. How Do You Use Toothpaste to Remove Scratches How Much Do Music Video Directors Get Paid? 4, pp. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. Erik Winell, PhD Student is a doctoral student at the School of Business, Economics and Law at Gothenburg University.
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