With increased exposure of the game comes increased participation. Wann, D.L. 45 No. Thus, commercialization can spur opportunities for teams and, or athletes to earn more profits and therein, to become more successful. 43 No. Commercial spectator sports attrracted the interest of much of the population. 510-531, doi: 10.1080/02642069.2016.1255730. 3, pp. 13 No. We use the term football for European style football (soccer). 4, pp. Additionally, instead of focusing on attitudes towards the team or athlete, Parganas etal. 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. * Behrens, A. and Uhrich, S. (2019), Uniting a sport teams' global fan community: prototypical behavior of satellite fans enhances local fans' attitudes and perceptions of groupness, European Sport Management Quarterly, 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. Jonas Nilsson (PhD) is associate professor in Business Administration at University of Gothenburg, Sweden. * Totten, M. (2016), Football and community empowerment: how FC Sankt Pauli fans organize to influence, Soccer and Society, Vol. However, there is a general shortage of quantitative studies to test the specified relationships on larger samples. For instance, new ways of organizing events and organizing a fan community can form a perceived disenchantment and over-rationalization that fans resist (Hognestad, 2012). 3, pp. Therefore, in line with Garca and Welford (2015), future research must delve into other types of elite sports and other geographical settings to understand how commercialization affects fans to elite sports. 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. A review of the literature and a research agenda", Sport, Business and Management, Vol. For the final stage of the review, i.e. 736-757, doi: 10.1002/mar. and Torgler, B. 333-339. In addition, surveys are the most used method for collecting data (11 articles). Jensen etal., 2012; Dos Santos etal., 2016). A categorization of the reviewed articles is important to provide an overview of the topic (Tranfield etal., 2003). We thereafter extended the search to academic journals explicitly focusing on sports and elite sport management, i.e. 9, pp. 6 No. As with other service ecosystems, commercialization varies depending on factors such as geographical context, the sport itself, and the way the sport is practised. * Lee, M.S., Sandler, D.M. 9 No. However, commercialization may also encounter severe resistance in elite sports service ecosystems. 36 Nos 11-12, pp. Here, commercialization threatens fans' existing involvement with the sport entity (e.g. 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). Rose, M., Rose, G.M., Merchant, A. and Orth, U.R. Additionally, the lack of papers in other geographical contexts, distant from Europe, is also striking when assessing the geographical homogeneity of the reviewed papers. There were also articles covering general sport-related issues, such as the governance of the Olympics, which only briefly mentions fans. (2014), Superstars as drivers of organizational identification: empirical findings from professional soccer, Psychology and Marketing, Vol. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. 10 No. 26 No. 198-218. He received his PhD in 2014, where he describes and analyses tourism and event impacts from a sustainable development perspective. 33, pp. 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. Furst, R.T. (1971), Social change and the commercialization of professional sports, International Review of Sport Sociology, Vol. However, to date, no structured review has been published on this topic. Through a structured review of current research, several insights have been presented. First, the choice of explicitly focusing on how commercialization affects fans of elite sports implies that papers that do not have this explicit aim are not included. 2, pp. * Petersen-Wagner, R. (2017), The football supporter in a cosmopolitan epoch, Journal of Sport and Social Issues, Vol. 139-154, doi: 10.1177/0193723514541283. 23, pp. 3, pp. While it is difficult to generalize from the four papers, most arguments discuss the negative impacts of commercialization on fan loyalty. Marketization of elite sports is also like commercialization, as it describes how elite sports take the shape of a market economy, where clubs operate as businesses, and fans as customers (Liang, 2017). Second, fans are viewed as individuals with a psychological connection to a sport, a team and, or an athlete (Funk and James, 2001). 1, pp. Kerr and Emery, 2011). 1, pp. Advertisements on major events rising in terms of worth (e.g. 133-150, doi: 10.1177/0193723517696967. Therefore, ideals related to this heritage may be prone to collide with intensified commercialization (Numerato and Giulianotti, 2018). which factors have led to the commercialisation of sport? 3, pp. 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. 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. cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). 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? (2009), The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, European Journal for Sport and Society, Vol. * Hognestad, H.K. We then categorized the papers based on empirical contexts: the type of sport studied, the geographical focus, and the gender balance (Table 3). 33 Nos 3/4, pp. (2003)). 2, doi: 10.1108/SBM-05-2014-0025. Additionally, Dubal (2010) recognizes the rise of tensions regarding modern football adopting market-based structures. Again, commercialization is neither good nor bad it simply is what it is. This yielded four major themes: (1) Fan Identity, (2) Fan Attitudes, (3) Fan Emotions, and (4) Fan Behaviours. One of the spirits of sport is to develop healthy life style. * 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. For instance, 16 articles are related to impacts on Fan Behaviours, while only 4 articles deal with impacts on Fan Emotions. As a final stage, we assessed leading marketing journals, with an explicit perspective on individuals as customers. Granados etal., 2011). However, Jensen etal. 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). 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. For this review, commercialization, fans, and elite sports are the main concepts. These are well-known research themes in the fan literature (see the eight dimensions proposed by Stewart etal. There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. Bauer, H.H., Stokburger-sauer, N.E. 18 No. 13 No. 4, pp. In elite sports, commercialization implies a focus on market-oriented ideals, business-like management structures and sponsorship activities (Dubal, 2010). The structured review shows that the impacts of commercialization on fans relate to four different themes. As there are increasing possibilities for female athletes to become professional, commercialization may be seen as something positive by the growing community of fans to women's elite sports. As qualitative studies seem more negative than quantitative, this may also change the view of commercialization as primarily negative for fans. Positive impacts of commercialisation on society. In total, 134 articles were retrieved. 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. 217-232, doi: 10.1080/14775085.2016.1231621. 18 No. Merkel, 2012), and the pursuit of teams to engage with more fans (e.g. Teams base their potential development on player transfers, Commercialization of elite sport infrastructure, Development of stadiums with an increasingly commercial tone, Creation of VIP-boxes, sponsored stadium names, advertisements in and around games, merchandise outlets, Commercialization of communication in elite sports, Elite sports marketed as an entertainment product, Introduction of pre- and in-game entertainment. * Woisetschlger, D.M., Haselhoff, V.J. and Shapiro, S.L. 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. 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. 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. References marked with an asterisk indicate studies included in the review. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football.
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