three negative impacts of commercialisation in sport on spectators

- advertising. 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. Table1 provides a detailed list of activities and processes that exemplify intensified commercialization and how it impacts different elite sports. 4, pp. Developing the quantitative stream can, for instance, measure attitudes and emotions and how commercialization of elite sport influences these. 3, pp. In addition, modernization and globalization are often related to commercialization, as they highlight that a commercial logic motivates organizations and other actors to modernize and globalize to gain financial revenues (Backman and Carlsson, 2020). 6, pp. 505-522, doi: 10.1080/17430437.2020.1696537 To. Horbel etal., 2016; Uhrich, 2014). Woisetschlger etal., 2013), new types of ownership structures (e.g. activities in mass media and, or social media changes resources fans use for identity construction (e.g. However, commercialization may also encounter severe resistance in elite sports service ecosystems. It is a multifaceted process which may take on many different forms. 11, pp. English elite football, commercialization is mainly associated with negative effects for fans. (2017), Marketization impact on the relationships between supporters and football clubs, International Journal of the History of Sport, Vol. 3, pp. 443-460, doi: 10.1123/JSM.2013-0327. Table5 summarizes each theme and the major results found in the specific papers. This will bring in more fans, improve the profitability of local sports clubs, which in turn helps the local economy and revives community spirit when the team is performing well. 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. 19 No. 4, pp. Daniel and Kassimeris, 2013; Torchia, 2016; Totten, 2016). Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 3, pp. The literature also illustrates how sponsors affect fan identification. 17 No. 121-134, doi: 10.1080/16138171.2009.11687833. These themes are to some extent overlapping, and studies sometimes focus on more than one of the consequences for fans. 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. Dixon, 2014; Kennedy, 2012). Commercialisation is about media exposure for the sport. Review of Literature In order to analyse the possible effects of commercialisation on fan loyalty, it is not sufficient to only take a closer look at the current situation. NHL Winter Classic). 1-21, doi: 10.1080/02614367.2012.667819. Hoehn, T. and Szymanski, S. (1999), The Americanization of European football, Economic Policy, Vol. 3, pp. However, as research on commercialization is remarkably scarce outside Europe, for instance in North America and, or Asia, it indicates that commercialization may not cause the same types of tensions and resistance in these contexts as in Europe. Thus, is it fair to conclude that fans respond to and are affected negatively by an increasing commercialization of elite sports? Merkel, S., Schmidt, S.L. (2020), Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Sport in Society, Vol. As they did not focus on how the process of commercialization affects fans, they were excluded. The Pro's and Con's for the Sport! This is at a time when there is national worry about the health of young people with regards to what they eat and the level of exercise they participate in. Subcultural capital and the commercialization of a music scene, Examination of women's sports fans' attitudes and consumption intentions, Citizen, consumer, citimer: the interplay of market and political identities within contemporary football fan cultures, A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Linking sport team sponsorship to perceived switching cost and switching intentions, The football supporter in a cosmopolitan epoch, Your Neighbors Walk Alone (YNWA): urban regeneration and the predicament of being local fans in the commercialized English football league, Deep fan: mythic identification, technology, and advertising in spectator sports, Support your local team: resistance, subculture, and the desire for distinction, The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, International Journal of Sports Marketing and Sponsorship, Literature review as a research methodology: an overview and guidelines, The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, Sport consumer typologies: a critical review, Business and Information Systems Engineering, Globalization, commercialization and individualization: conflicts and changes in elite athletics, Souvenirs: icons of meaning, commercialization and commoditization, The ball may be round but football is becoming increasingly Arabic: oil money and the rise of the new football order, How value is disrupted in football fandom, and how fans respond, An alternative football club in a liquid modernity: FC United of Manchester, Football and community empowerment: how FC Sankt Pauli fans organize to influence, Towards a methodology for developing evidence-informed management knowledge by means of systematic review, Exploring customer-to-customer value co-creation platforms and practices in team sports, Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events, The determinants of stadium attendance in elite womens football: evidence from the UEFA Womens Champions League, Sports fan experience: electronic word-of-mouth in ephemeral social media, Handbook of research on the impact of fandom in society and consumerism, in, Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context, The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, The uniqueness of sport: testing against marketing's empirical laws, Building global football brand equity: lessons from the Chinese market, Asia Pacific Journal of Marketing and Logistics, If we build it, will they come? Increasingly, advances in technology influence grass-roots as well as elite sport. 3, pp. Bodet, G. and Chanavat, N. (2008), Building global football brand equity: lessons from the Chinese market, Asia Pacific Journal of Marketing and Logistics, Vol. 10 No. For this paper, issues relating to degrees of subjectivity and bias must be addressed. The media can have both a positive and negative effect on sport. One of the spirits of sport is to develop healthy life style. Abosag etal. 87-100, doi: 10.1111/j.1542-734x.1987.1001_87.x. Backman, J. and Carlsson, B. 2, pp. * Mason, D. (1999), What is the sports product and who buys it? and Branscombe, N.R. One of the main problems with increased commercialisation from a fan's perspective is the feeling the increased costs are passed on to them. 21 No. From the time when education started its first phase of commercialisation, the responsibilities of the teacher too, have been compromised. (2016), If we build it, will they come? 12 No. 28 No. The resulting themes emerged without any specific analytical or theoretical model and set the basis for the analysis and research agenda. All the above-mentioned concepts refer to how financial ideals become more important to organizations and actors intertwined in the service ecosystems of elite sports. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). Other types of football are specified in the text (i.e. 33, pp. and Campos, C.P. 3, doi: 10.1016/j.smr.2019.04.005. (2012) and Dos Santos etal. 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). 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). 25, pp. Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. 206-216. 3, pp. 184-197, doi: 10.1016/j.smr.2016.04.006. Personally, the biggest negative aspect of commercialization is . 2, pp. One main site that elicits fan emotions is the arena. 48 No. and Torgler, B. interest in football and the increasing commercialisation of the sports and thus protects the emotional bond that exists between the club and its fans. European elite football (Numerato and Giulianotti, 2018). Subcultural capital and the commercialization of a music scene, Deviant Behavior, Vol. The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. Tables 69 have, at least, one thing in common; negative effects on, and negative responses of, fans dominate. 1, pp. - growing public interest and spectatorship. and Emery, P.R. 55-66, doi: 10.1108/13555851011013155. 3, pp. Several studies share the view that fan resistance develops when commercialization leads to perceived alienation (Duke, 2002; Hewer etal., 2017). Here, commercialization threatens fans' existing involvement with the sport entity (e.g. 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. 153-173. Khondker and Robertson, 2018). 736-757, doi: 10.1002/mar. Dwyer, B. 5 No. Jensen etal., 2012; Dos Santos etal., 2016). * Evans, D. and Norcliffe, G. (2016), Local identities in a global game: the social production of football space in Liverpool, Journal of Sport and Tourism, Vol. This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020; Mumcu etal., 2016). Commercial spectator sports attrracted the interest of much of the population. Uhrich, S. (2014), Exploring customer-to-customer value co-creation platforms and practices in team sports, European Sport Management Quarterly, Vol. * Andon, S.P. 29 No. In some contexts, fans may also perceive their sport, team, or athlete to be taken over by commercial ideals, which shifts the roles of fans to more passive consumers (e.g. 378-390, doi: 10.1016/j.smr.2016.02.002. The study indicates that most fans do not want this privatization development for two reasons: to prevent commercial interests in more than one club and for reasons of traditional and social interest. This skewness mirrors the emerging nature of this research stream and emphasizes that several themes require more studies. 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. Here, commercialization is studied as a process that moves away from, and causes conflicts to traditions and the local connectedness (Duke, 2002). 3, pp. 3, pp. 6 No. The findings suggest that by commercializing, e.g. Bond, A.J., Widdop, P. and Chadwick, S. (2018), Football's emerging market trade network: ego network approach to world systems theory, Managing Sport and Leisure, Vol. Critics claim the pace, and occasionally the outcome, of major league sports games are dictated by television commercials. 70-91, doi: 10.1080/23750472.2018.1481765. 3, pp. 22 No. 133-150, doi: 10.1177/0193723517696967. (2023), "How are fans affected by the commercialization of elite sports? 5, pp. On the same topic, Delia (2017) studied fan identities in the service ecosystem of cycling and found that long-term sponsorship may result in positive legacy effects. (2015), Using identity work theory to understand the de-escalation of fandom: a study of former fans of national hockey league teams, Journal of Sport Management, Vol. Zhang, Z., Won, D. and Pastore, D.L. 3, pp. 1-20, doi: 10.1080/16184742.2019.1643384. * Dubal, S. (2010), The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Vol. Finally, there is a complete lack of studies on the commercialization of women's elite sports and its impacts on its fans in this review (Table3). Numerato and Giulianotti, 2018). As indicated, the service ecosystems of elite sports are increasingly influenced by commercialization (Laurell and Soderman, 2018). * Duke, V. (2002), Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Football Studies, Vol. Globalization not only impacts the way in which sports are conducted and organised but also how they are perceived and what they mean in today's world . How Do You Use Toothpaste to Remove Scratches How Much Do Music Video Directors Get Paid? (2016), How context shapes value co-creation: spectator experience of sport events, Service Industries Journal, Vol. 2, pp. Granados etal., 2011). 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). 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? 4, pp. Methodologically, the review builds on the method suggested by Tranfield etal. * 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. Thus, it is important to include a variety of databases to obtain a valid foundation for analysis (Tranfield etal., 2003). Four papers explicitly touched upon fan loyalty in connection to commercialization. Also here it is important to move beyond the European borders and for instance examine how, e.g. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). (2012), New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Soccer and Society, Vol. Social media is an increasingly important platform for consumers and for brand-consumer interactions (Stieglitz etal., 2014), as well as for fan-to-fan and fan-to-team interactions (Wakefield and Bennett, 2018). Furthermore, resistance may be evoked due to commercial influences on existing traditions and rituals (Hognestad, 2015).

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