Effect of Commercialization on Sporting Events - UKEssays.com This procedure yielded 84 articles whose abstracts matched the scope of the review. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). Fahln, J. and Stenling, C. (2016), Sport policy in Sweden, International Journal of Sport Policy, Vol. 127-163, doi: 10.1080/16184740903563406. 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. 26 No. 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. Commercialized sports was one of several male bastions. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. It is a multifaceted process which may take on many different forms. Swanson, K.K. Disadvantages with Commercialized Sport. Therefore, ideals related to this heritage may be prone to collide with intensified commercialization (Numerato and Giulianotti, 2018). Another line of research focuses on how commercial elements are used to elicit emotions among fans, for instance, by drawing upon nostalgia. * Hognestad, H.K. Sponsorship places on the team clothes increasing in worth, Transforming ownership structures of elite sport teams and increase in private owners, Private investors taking over to either make profits (e.g. For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. These contexts provide interesting examples where fans might have a greater influence on how commercialization of elite sports should develop. According to commercial ideals, having a modern stadium is deemed fundamental. 167-182, doi: 10.1080/14660970.2013.776466. 48 Nos 7-8, pp. However, some research indicates that fans may also perceive commercialization as a positive process. 123-146, doi: 10.1177/1012690210362426. Commercialization and possible fan resistance may not always imply negative consequences on the relationship between teams and fans (e.g. Personally, the biggest negative aspect of commercialization is . Another reason for the difficulties in finding clear consensus is the variety of applied methods. 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. 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. and Houck, D.W. (2011), Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Vol. The literature has mainly derived conclusions from European elite football contexts. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. and Emery, P.R. It presents a research agenda for future research and emphasizes a need to integrate the interests of several stakeholders when managing the impacts of elite sport commercialization. commercialization has promoted a democratic transformation of fan involvement (Bauers etal., 2019). (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. Dwyer, B. All of this could be seen as a major distraction from the sport itself. Sports teams are businesses like any other and they need to make money to survive. 227-242, doi: 10.1080/16184742.2012.679949. 20 No. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). Instead, the reviewed papers show the many different aspects of commercialization, such as sponsorship, business-like management, and modernization of stadiums. 3.2 Positive and negative impacts of commercialisation on sport - Quizlet 21 No. Merkel, S., Schmidt, S.L. 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. Granados etal., 2011). 95-118, doi: 10.1207/s15506878jobem5001_6. Super Bowl Commercials), Increased influence of sponsors on teams and competitions, Branded competitions (e.g. (2011), Foreign fandom and the Liverpool FC: a cyber-mediated romance, Soccer and Society, Vol. Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. 880-896, doi: 10.1080/14660970.2011.609686. Public becomes more knowledgeable. 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. Commercialisation. 2, pp. 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. 1-18, doi: 10.1080/16184742.2020.1871394. 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. - sponsorship. 253-265, doi: 10.1123/jsm.2012-0275. While local culture, norms, and history may still play a role, Petersen-Wagner (2017) argues that commercialization drives an individualization of fans. 10 No. Stenling, C. and Fahln, J. 4 No. Finally, this review indicates that commercialization poses a threat to fans as it may affect many aspects of being a fan. (1990), Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Journal of Sport and Social Issues, Vol. Having split loyalties, Hognestad (2012) argues that Norwegian fans can have favourite clubs both locally and in other leagues (so-called poly-supporter). 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. (2019) studied German football fans' attitudes towards selling more than 50% of clubs to private investors. Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. Table2 highlights the methods used in the research to date. 29 No. 333-339. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode. 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. The third theme that emerged in the review relates to the impacts of commercialization on fan emotions, for instance, the intensity of anger, anxiety, dejection, happiness, and excitement as responses to certain stimuli in the elite sport context (Biscaia etal., 2012). Stewart, B., Smith, A. and Nicholson, M. (2003), Sport consumer typologies: a critical review, Sport Marketing Quarterly, Vol. Here, commercialization is studied as a process that moves away from, and causes conflicts to traditions and the local connectedness (Duke, 2002). 4, pp. Technology affects many aspects of sport from performance on and off the field to spectating and public profile. and Mechikoff, R.A. (1992), Deep fan: mythic identification, technology, and advertising in spectator sports, Sociology of Sport Journal, Vol. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. European elite football (Numerato and Giulianotti, 2018). Rimi Bowl, Pepsi Super Bowl, Ligue 1Uber Eats). Para enviarnos tus inquietudes, ideas o simplemente saber ms acerca de Cuida Tu Dinero, escrbenos. The planning phase focuses on assessing the relevance and limits of the specified topic. This is because these tourist fans have not been loyal to the teams for long. * Bauers, S.B., Lammert, J., Faix, A. and Hovemann, G. (2019), Club members in German professional football and their attitude towards the 50+1 RuleA stakeholder-oriented analysis, Soccer and Society, Vol. 21 No. 12 No. 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. * 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. As qualitative studies seem more negative than quantitative, this may also change the view of commercialization as primarily negative for fans. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. 328-345, doi: 10.1123/SSJ.2019-0126. There were also articles covering general sport-related issues, such as the governance of the Olympics, which only briefly mentions fans. These papers often use critical approaches to commercialization, regularly using concepts such as commodification (e.g. 17 No. However, fans may not consider themselves to be customers as their levels of engagement and loyalty to their teams often are very distinct from traditional relationships between a customer and a firm (Numerato and Giulianotti, 2018). 1, pp. 3, pp. 443-460, doi: 10.1123/JSM.2013-0327. 4, pp. 3, pp. Stokvis, R. (2000), Globalization, commercialization and individualization: conflicts and changes in elite athletics, Culture, Sport, Society, Vol. Advantages & disadvantages of commercialization in sports This review also illustrates methods for studying online contexts are scarce (see Table2). Khondker and Robertson, 2018). 133-150, doi: 10.1007/s11747-012-0308-3. DeSchriver, T.D., Rascher, D.A. Their money, time and passion are the cornerstones for this intensified commercialization. Commercialisation. 4, pp. 13 No. 33 Nos 3/4, pp. 30 No. 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 instance, in the dominant setting, i.e. 9, pp. 44-68, doi: 10.1177/0193723518800433. Dixon, 2014; Kennedy, 2012). 4, pp. 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? This review set out to investigate how research has studied how fans are affected by intensified commercialization. (2012), Split loyalties: football is a community business, Soccer and Society, Vol. * Merkel, U. 1, pp. 8 No. To understand how commercialization affects fans of elite sports, we perform a structured review. Gantz, W., Wang, Z., Paul, B. and Potter, R.F. 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. Thus, studying other contexts with different background and traditions of sport is important to gain an holistic understanding of commercialization. Critics claim the pace, and occasionally the outcome, of major league sports games are dictated by television commercials. * Abosag, I., Roper, S. and Hind, D. (2012), Examining the relationship between brand emotion and brand extension among supporters of professional football clubs, European Journal of Marketing, Vol. 2, pp. . (2012) and Dos Santos etal. Several of the studies set in English elite football point out the negative effects of intensified commercialization. Visit emeraldpublishing.com/platformupdate to discover the latest news and updates, Answers to the most commonly asked questions here, 2022, Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson, References marked with an asterisk indicate studies included in the review, Examining the relationship between brand emotion and brand extension among supporters of professional football clubs, Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Brand image and fan loyalty in professional team sport, Club members in German professional football and their attitude towards the 50+1 RuleA stakeholder-oriented analysis, Uniting a sport teams' global fan community: prototypical behavior of satellite fans enhances local fans' attitudes and perceptions of groupness, A child's Christmas in America: Santa Claus as deity, consumption as religion, The effects of emotions on football spectators' satisfaction and behavioural intentions, Football's emerging market trade network: ego network approach to world systems theory, Experiential marketing in sport spectatorship services: a customer perspective, The Politics and Culture of FC St. Pauli: from leftism, through anti-establishment, to commercialization, A digital ethnography of fan reaction to sponsorship termination, Football fandom and Disneyisation in late-modern life, Influence of the virtual brand community in sports sponsorship, The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Divided loyalty? Thus, there is an urgency in approaching fans of women's elite sports and discussing how they respond to commercialization. Moore, R. (2005), Alternative to what? Finally, attitudes among fans have also been studied in relation to the increased tensions between the local and global that commercialization contributes to. Hence, papers that discuss commercialization and elite sports in broader terms were excluded from the review. The review contributes with an analysis of studies and an agenda for future research, focusing on how fans are affected byand respond toincreasing commercialization. PDF Title: Commercialization of sport Tuesday, 21 April 2020 Merkel etal., 2016; Laurell and Soderman, 2018) and is at least partly induced by sponsors (e.g. Commodification is closely related to commercialization and is often used to describe that in a process where commercial gains are increasingly prioritized, people, services, ideas, and objects, such as sports teams and fans, become commodities with market values (Numerato and Giulianotti, 2018). * Kerr, A.K. Youth Kia Wazza; Commercialization of Sports -- What Good? 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. (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. The media promote the commercialisation of sports. With increased exposure of the game comes increased participation. 3, 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. Este artculo fue escrito, editado y revisado exhaustivamente por el equipo de Cuida Tu Dinero con la finalidad de asegurar que los lectores reciban la mejor y ms detallada informacin posible. 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. 14 No. Sponsorship is the financial support for a sport (whether this is an event, organisation or performer) by an outside body (be it a person or organisation) for the mutual . * Putra, L.R.D. Hyatt and Foster, 2015; Putra, 2019), Commercialization may lead to resistance towards a commodified sport product and resistance due to perceived sense of alienation (e.g. Wang, C.L., Aksan, G.E., Allison, B., Armstrong Soule, C.A., Biscaia, R., Buchanan-Oliver, M., Burton, T.A.M., Chang, E.-C., Chou, W.W., Coffin, J., Collins, N., De la Pena, A.S., Dill-Shackleford, K.E., Doral, S., Favia, M.J., Gou, C., Gou, S., Hall, K.D., Hao, A., Hedlund, D., Hung, K., Jia, X., Johnson, L.M., Joubert, A., Leal, M., Liu, W., Loehr, G.T., Lovric, B., Mastromartino, B., Metcalf, M., Murphy, J., Olds, K.F., Pun, L.F., Rajendiran, A., Sarkar, A., Sarkar, J.G., Sayan, A., Schau, A., Schau, H.J., Shackleford, L., Todd, B., Volkheimer, J., Wang, C.L., Woo, T.C., Wu, R., Zeng, C., Zhang, J. and Zhang, K. (2020), Handbook of research on the impact of fandom in society and consumerism, in Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series. 1, pp. 6 No. 23 No. 207-222, doi: 10.1111/1467-8551.00375. - growing public interest and spectatorship. Funk, D.C. and James, J. Sponsorship in sport - Commercialisation - WJEC - BBC Bitesize
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