Thereafter, analytical themes for how elite sport commercialization affects fans and how fans respond are presented. 324-348, doi: 10.1108/EJM-10-2014-0633. 392-412, doi: 10.1080/16184742.2016.1276208. Advantages And Disadvantages Of Commercialisation Of Sports This yielded four major themes: (1) Fan Identity, (2) Fan Attitudes, (3) Fan Emotions, and (4) Fan Behaviours. 13 No. Why Nike Uses Endorsements & Sponsorships, The average semi-pro footballer's salaries, Instructions for Monopoly Simpsons Edition. Attitudes are fans' overall evaluation of an object, issue or person (Parganas etal., 2017). 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). Sponsorship in sport - Commercialisation - WJEC - BBC Bitesize 1, pp. 510-531, doi: 10.1080/02642069.2016.1255730. 703-720, doi: 10.1080/14660970.2015.1100436. 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. 2, pp. How Do You Use Toothpaste to Remove Scratches How Much Do Music Video Directors Get Paid? The paper highlights the complex and dynamic nature of commercialization. 2, pp. Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. 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. and Campos, C.P. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football. Backman, J. and Carlsson, B. and Mechikoff, R.A. (1992), Deep fan: mythic identification, technology, and advertising in spectator sports, Sociology of Sport Journal, Vol. Furst, R.T. (1971), Social change and the commercialization of professional sports, International Review of Sport Sociology, Vol. Commercialization of sports results in an industry that provides revenue for national and local economics through event revenue, taxes, employment and sponsorship. 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). Further research is needed that embraces the inclusion of a more diverse set of methods, empirical contexts, theories, concepts, and aspects of commercialization. 824-837, doi: 10.1016/j.smr.2020.04.001. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. 253-265, doi: 10.1123/jsm.2012-0275. One main site that elicits fan emotions is the arena. Public becomes more knowledgeable. 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). These studies focus, for instance, on how fans may respond to commercialization by resisting these influences. 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. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. 323-344, doi:10.1080/16184742.2014.926379. 39 No. 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. This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. This review also illustrates methods for studying online contexts are scarce (see Table2). Numerato and Giulianotti, 2018). Dixon, 2014; Kennedy, 2012). Furthermore, quantitative studies open for assessing different types of fans (from highly involved to more occasionally involved fans) and how these fans embrace and, or resist commercialization. The effects of the media on sport - Commercialisation in sport - AQA Bauer, H.H., Stokburger-sauer, N.E. 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. 159-169, doi: 10.1108/02651339710170230. As they did not focus on how the process of commercialization affects fans, they were excluded. Additionally, the lack of papers in other geographical contexts, distant from Europe, is also striking when assessing the geographical homogeneity of the reviewed papers. 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). 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. 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. For some fans, this focus may imply tensions and conflicts with their own ideals and perceptions of authenticity (e.g. For the final stage of the review, i.e. For this paper, issues relating to degrees of subjectivity and bias must be addressed. We use the term football for European style football (soccer). 22 No. 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? Gordon, K.O. However, Jensen etal. It is difficult to come to a clear-cut conclusion for how fans respond to increasing commercialization. (2011), Divided loyalty? 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. 205-226, doi: 10.1123/jsm.22.2.205. 35 No. 97-114, doi: 10.1108/SBM-10-2017-0065. 2, pp. 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). 2, pp. 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. 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). Formalization and planning of major sport events to attract millions. 2, doi: 10.1108/SBM-05-2014-0025. 177-187. Youth Kia Wazza; Commercialization of Sports -- What Good? This review set out to investigate how research has studied how fans are affected by intensified commercialization. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. In terms of geographical areas, many European contexts have a different history, and way of commercializing than England. 13 No. This article focuses on three aspects of the historical relationship between sport and industry. 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. 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. 3, pp. 21 No. (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. 3, pp. 3, pp. 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. 13 No. 51 No. and Branscombe, N.R. 4 No. 3, pp. Increased professionalism. The analysis highlights the multifaceted nature of commercialization and how the different aspects of commercialization generate varying results (see Table7). 17 No. He has also co-edited books on events for Routledge and Edward Elgar. Sports teams are businesses like any other and they need to make money to survive. Laurell, C. and Soderman, S. (2018), Sport in business studies: a state-of-the-art literature review, Sport, Business and Management, Vol. Such a structured procedure increases the validity and reliability of the study (Snyder, 2019). 3, pp. 22 No. It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . The effects of elite sport commercialization have attracted increased attention from scholars, but as this review has shown, it is still in a rather early stage of maturity and is dominated by conceptual and qualitative studies. These papers often use critical approaches to commercialization, regularly using concepts such as commodification (e.g. Table6 highlights aspects of commercialization found in the review, as well as the main conclusions reached in the studies on how fans respond to commercialization. Numerato and Giulianotti, 2018). Commercialization in Sports - COMMERCIALIZATION DEFINITION - Studocu 5, pp. Giulianotti, 2011). 5, pp. Thus, as stadiums increasingly contain commercial elements and become more convenient stages for sport consumption and to experience the sport, social aspects cannot be underestimated (Uhrich and Benkenstein, 2012). Outline three negative impacts of commercialisation in sport on spectators (3 marks). Definition of commercialisation. There were also articles covering general sport-related issues, such as the governance of the Olympics, which only briefly mentions fans. 45 No. 3, pp. (2019) studied German football fans' attitudes towards selling more than 50% of clubs to private investors. John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. (2015), Supporters and football governance, from customers to stakeholders: a literature review and agenda for research, Sport Management Review, Vol. For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. The relationship between sport, sponsorship and the media. 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. PDF Title: Commercialization of sport Tuesday, 21 April 2020 However, as pointed out in this review, several aspects of intensified commercialization may also lead to positive responses and effects on fans. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). To extend the scope of the search, we, based on an overview of related papers found in the preliminary stages of this review and the literature review on the concept of commercialization, included the following terms: Commodification, Marketization, Modernization and Globalization. In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. Jensen etal., 2012; Dos Santos etal., 2016). According to commercial ideals, having a modern stadium is deemed fundamental. Performer. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. Horbel etal., 2016; Uhrich, 2014). For example, new leagues are created in, e.g. 5) Performers, teams and events can be manipulated or exploited to suit the sponsor. and Emery, P.R. 359-376, doi: 10.1080/14660970.2012.655505. 25-44, doi: 10.18666/jasm-2016-v8-i4-7221. 19 No. Daniel and Kassimeris, 2013; Torchia, 2016; Totten, 2016). 6 No. 1012-1026, doi: 10.1080/14660970.2015.1133416. 407-418, doi: 10.1016/j.smr.2018.06.001. Thus, it is important to include a variety of databases to obtain a valid foundation for analysis (Tranfield etal., 2003). Abstract. 48 No. 1-19, doi: 10.1123/ijsc.4.1.1. 3293-3310, doi: 10.1177/0042098011422395. 28, pp. and Houck, D.W. (2011), Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Vol. Commercial spectator sports attrracted the interest of much of the population. The second stage of the review process, i.e. Several studies share the view that fan resistance develops when commercialization leads to perceived alienation (Duke, 2002; Hewer etal., 2017). While there are probably more positive than negative impacts of commercialization in sports, there are still some negatives worth mentioning. A more recent study outlines three . However, to date, no structured review has been published on this topic. Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. 00:0112:45. 3, doi: 10.1016/j.smr.2019.04.005. Sports teams are businesses like any other and they need to make money to survive. For instance, Delia (2017) illustrates, in the context of cycling, that sponsors may be perceived as a crucial and beneficiary element of an elite sport team and to the fan's identification with the teams.
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