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* 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. Giulianotti, 2005; Kennedy, 2012; Merkel, 2012), Aspects of commercialization identified in the review, Distribution of negative and positive effects across outcome variables, Distribution of negative and positive effects across applied methodologies, Distribution of negative and positive effects across geographical areas, Football represents different sports in different countries. 25, pp. For the final stage of the review, i.e. 17 No. Biscaia, R., Correia, A., Rosado, A., Maroco, J. and Ross, S. (2012), The effects of emotions on football spectators' satisfaction and behavioural intentions, European Sport Management Quarterly, Vol. 4, pp. Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. 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. Hence, papers with little relevance and/or only a minor focus on the impacts of commercialization on fans of elite sports were excluded. 18 No. * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. * Dos Santos, M.A., Moreno, F.C., Guardia, F.R. Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. 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. 4, pp. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. Additionally, instead of focusing on attitudes towards the team or athlete, Parganas etal. 1741-1757, doi: 10.1080/02642069.2011.556190. 3, pp. Grnroos, C. and Voima, P. (2013), Critical service logic: making sense of value creation and co-creation, Journal of the Academy of Marketing Science, Vol. 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. Jensen etal., 2012; Dos Santos etal., 2016). Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. Kerr and Emery, 2011). 99-113, doi: 10.1080/014904001300181693. Our review illustrates that the effects on fans of elite sport commercialization have mainly been studied in men's elite football, especially in English top-division contexts (14 of 42 papers are related to the English Premier League). 28 No. From a management perspective, the review stresses the importance of being cautious in, e.g. 9 No. * Lee, M.S., Sandler, D.M. 121-134, doi: 10.1080/16138171.2009.11687833. 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. 181-198, doi: 10.1080/14775080802310223. 3, pp. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. - sponsorship. Stokvis, R. (2000), Globalization, commercialization and individualization: conflicts and changes in elite athletics, Culture, Sport, Society, Vol. 2, pp. Stenling, C. and Fahln, J. * Chanavat, N. and Bodet, G. (2014), Experiential marketing in sport spectatorship services: a customer perspective, European Sport Management Quarterly, Vol. Furthermore, resistance may be evoked due to commercial influences on existing traditions and rituals (Hognestad, 2015). Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. 399-417, doi: 10.1123/jsm.2013-0199. Developing the quantitative stream can, for instance, measure attitudes and emotions and how commercialization of elite sport influences these. Commercialization of sports results in an industry that provides revenue for national and local economics through event revenue, taxes, employment and sponsorship. The effects of the media on sport - Commercialisation in sport - AQA 336-355, doi: 10.1177/1469540517744692. 45 No. 5, pp. 324-348, doi: 10.1108/EJM-10-2014-0633. 26 No. Indeed, as shown in the tables above, there seems to be signs that research using certain methodologies and that takes place in certain cultural contexts (Europe) finds mainly negative responses among fans. 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). * Kennedy, D. (2012), Football stadium relocation and the commodification of football: the case of Everton supporters and their adoption of the language of commerce, Soccer and Society, Vol. This review also concludes that as many studies are based in Anglo-Saxon contexts, we lack a holistic understanding of the nature of commercialization of elite sports. John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode. These papers often use critical approaches to commercialization, regularly using concepts such as commodification (e.g. 6, pp. 1, pp. 1, pp. Second, fans are viewed as individuals with a psychological connection to a sport, a team and, or an athlete (Funk and James, 2001). For instance, fans may witness how their favourite teams cooperate with new sponsors, create new engagement platforms, or raise ticket prices to ensure revenues (Thani and Heenan, 2017). 3, pp. Therefore, ideals related to this heritage may be prone to collide with intensified commercialization (Numerato and Giulianotti, 2018). 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. In the previous literature, other concepts are often interlinked to commercialization of elite sports, such as commodification, marketization, modernization and globalization. 2, pp. This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). Several studies also indicate that commercialization affects how, and through what interactions fans develop their personal identity with the team or the sport (e.g. Stieglitz, S., Dang-Xuan, L., Bruns, A. and Neuberger, C. (2014), Social media analytics, Business and Information Systems Engineering, Vol. 35 No. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. 13 No. NHL Winter Classic). Giulianotti, 2011). Those reactions span from the formation of a negative attitude towards the involved businesses or clubs to a complete boycott of the sport itself (e.g., Crompton 2014; Howard 1999), which ultimately widens the gap between the sports fans on the one side and . conducting the review, aims to ensure a valid search process. Commercialisation also offers a distraction from the game as the top name players are singed up by major labels to promote products. Andon and Houck, 2011), Commercialization can reduce, or establish the loyalty among fans (e.g. Hoegele etal., 2014; Meng etal., 2015). 703-720, doi: 10.1080/14660970.2015.1100436. 402-419, doi: 10.1108/03090569910253251. Heere, B., James, J., Yoshida, M. and Scremin, G. (2011), The effect of associated group identities on team identity, Journal of Sport Management, Vol. 2023 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. In elite sports, commercialization implies a focus on market-oriented ideals, business-like management structures and sponsorship activities (Dubal, 2010). Most of the articles are based on qualitative research methodology (18 articles). 3, pp. 17 No. Advantages & disadvantages of commercialization in sports Commercialization is increasingly evident in many elite sports service ecosystems (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. Additionally, Merkel (2012) studied German football fans and found that commercialization and resistance among fans can motivate a higher degree of fan involvement. 5, pp. The media can have both a positive and negative effect on sport. 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. 1835-1853, doi: 10.1080/09523367.2017.1341873. 139-154, doi: 10.1177/0193723514541283. 124, doi: 10.1016/j.jbusres.2020.03.040. 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. Meier, H.E. Sponsorship in sport - Commercialisation - WJEC - BBC Bitesize The geographical areas of the studies provide many different results on how fans are affected by commercialization (Table9). Wakefield, L.T. The literature has mainly derived conclusions from European elite football contexts. For example, when a national team does well at the Olympics the number of children taking up the sport increases. 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). We then categorized the papers based on empirical contexts: the type of sport studied, the geographical focus, and the gender balance (Table 3). There is a dominance of papers applying identity theory and social identity theory (15 papers), highlighting the importance of fandom to self-identity construction. The marketing of professional sports leagues, European Journal of Marketing, Vol. (2011), Foreign fandom and the Liverpool FC: a cyber-mediated romance, Soccer and Society, Vol. - more media interest. This yielded 42 additional articles. 3.2 Positive and negative impacts of commercialisation on sport - Quizlet This article is published under the Creative Commons Attribution (CC BY 4.0) licence. 89-96, doi: 10.1007/s12599-014-0315-7. 41 No. 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). Effect of Commercialization on Sporting Events - UKEssays.com 39 No. These contexts provide interesting examples where fans might have a greater influence on how commercialization of elite sports should develop. 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. 9, pp. 205-226, doi: 10.1123/jsm.22.2.205. and Backhaus, C. (2013), Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, European Journal of Marketing, Vol. 274-288, doi: 10.1080/14660970.2019.1597717. Disadvantages with Commercialized Sport Essay Example - GraduateWay 279-297, doi: 10.1177/1469540517747094. 1-18, doi: 10.1080/16184742.2020.1871394. 6) Difficulty in minority sports getting any sponsors. 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. It can also help young people find a hobby which gets them off the streets and discourages them from crime. 4, pp. (2003)). This article focuses on three aspects of the historical relationship between sport and industry. The planning phase focuses on assessing the relevance and limits of the specified topic. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality.