A level PE - commercialisation and the media. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. * Dixon, K. (2014), Football fandom and Disneyisation in late-modern life, Leisure Studies, Vol. 00:0112:45. 606-621, doi: 10.1123/jsm.25.6.606. Thus, Table4 is a combination of theoretical frameworks as well as theoretically oriented concepts. 3, pp. Stokvis, R. (2000), Globalization, commercialization and individualization: conflicts and changes in elite athletics, Culture, Sport, Society, Vol. 14 No. In European contexts and in a competition like the Olympics, elite sports often have close associations to ideals of amateurship and local connectedness. 2, pp. * Hyatt, C.G. * 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. (2012), Football fans and clubs in Germany: conflicts, crises and compromises, Soccer and Society, Vol. * Hognestad, H.K. Jensen etal., 2012; Dos Santos etal., 2016). As qualitative studies seem more negative than quantitative, this may also change the view of commercialization as primarily negative for fans. European Sport Management Quarterly, International Journal of Sport and Society, Sport Management Review, Journal of Sport and Tourism, and Sport Marketing Quarterly, Sport, Business and Management: An International Journal. Third, elite sports are regarded as sports performed on the highest athletic level. (2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. 3, pp. 22 No. 536-554, doi: 10.1080/14660970.2012.677227. 181-198, doi: 10.1080/14775080802310223. Positive impacts of commercialisation on society. Numerato and Giulianotti, 2018). 445-457. 3, pp. These papers often use critical approaches to commercialization, regularly using concepts such as commodification (e.g. Khondker, H.H. A categorization of the reviewed articles is important to provide an overview of the topic (Tranfield etal., 2003). Laurell, C. and Soderman, S. (2018), Sport in business studies: a state-of-the-art literature review, Sport, Business and Management, Vol. Nash (2000) finds that, as major leagues, such as the English Premier League commercialize, it can increase the willingness of and opportunities for fans to engage with club management. Globalization of sports - Wikipedia Tranfield, D., Denyer, D. and Smart, P. (2003), Towards a methodology for developing evidence-informed management knowledge by means of systematic review, British Journal of Management, Vol. Lee, S., Kim, Y. and Heere, B. The Positives and Negatives of Commercialism - GraduateWay 1, pp. The media can have both a positive and negative effect on sport. One of the spirits of sport is to develop healthy life style. 23, pp. 41 No. In terms of geographical areas, many European contexts have a different history, and way of commercializing than England. Stieglitz, S., Dang-Xuan, L., Bruns, A. and Neuberger, C. (2014), Social media analytics, Business and Information Systems Engineering, Vol. 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. Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. 5) Performers, teams and events can be manipulated or exploited to suit the sponsor. 3, pp. Several of the reviewed papers are written with a theoretical foundation in either identity theories (e.g. 600-619, doi: 10.1177/1469540515611199. For instance, in the dominant setting, i.e. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. Commercialization is defined as the process of subordinating traditional values and norms in favour of profit maximization (Fritz etal., 2017). Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . 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). 3, pp. 33-4610, doi: 10.1108/IJSMS-10-03-2009-B005. In the previous literature, other concepts are often interlinked to commercialization of elite sports, such as commodification, marketization, modernization and globalization. It is also important to note that fans are not a homogenous group (Wang etal., 2020). 1-21, doi: 10.1080/02614367.2012.667819. For example, new leagues are created in, e.g. Rimi Bowl, Pepsi Super Bowl, Ligue 1Uber Eats). 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. There is a dominance of papers applying identity theory and social identity theory (15 papers), highlighting the importance of fandom to self-identity construction. This procedure yielded 84 articles whose abstracts matched the scope of the review. Each paper was summarized to review how fans are affected by an increasing commercialization. (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. 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. . Hoehn, T. and Szymanski, S. (1999), The Americanization of European football, Economic Policy, Vol. Click the card to flip . 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). Commercialisation and Media Flashcards | Quizlet In many contexts, especially within elite football, there is an increasing tendency of clubs being bought by private investors to earn money or for clubs to become marketing platforms for owners. (2016) illustrate that as sponsors increase in numbers, it is important for the sponsoring brand to match its brand identity with the team identity. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, 'I was there from the start': the identity-maintenance strategies used by fans to combat the threat of losing, Social change and the commercialization of professional sports, Critical service logic: making sense of value creation and co-creation, Journal of the Academy of Marketing Science, The effect of associated group identities on team identity, Estimating consumer spending on tickets, merchandise, and food and beverage: a case study of a NHL team, The attractiveness of national and international football leagues: perspectives of fans of star clubs and underdogs, Sport team emotion: conceptualization, scale development and validation, How to use your Olympian: the paradox of athletic authenticity and commercialization in the contemporary Olympic games, The market for football club investors: a review of theory and empirical evidence from professional European football, Sports teams heritage: measurement and application in sponsorship. As with other service ecosystems, commercialization varies depending on factors such as geographical context, the sport itself, and the way the sport is practised. signing new sponsors, building new arenas, and setting up a strategy to communicate with fans. Woisetschlger etal., 2013). 3.2 Socio-cultural influences and wellbeing in physical activity and sport 34 Nos 17-18, 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. Attitudes are fans' overall evaluation of an object, issue or person (Parganas etal., 2017). This yielded 42 additional articles. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. 33 No. Commercialisation also offers a distraction from the game as the top name players are singed up by major labels to promote products. 2, pp. Further research is needed that embraces the inclusion of a more diverse set of methods, empirical contexts, theories, concepts, and aspects of commercialization. 26 No. On an overarching level, the results indicate that increasing commercialization can lead to both value-co-creation and value-co-destruction in these service ecosystems. Commercialisation. and Backhaus, C. (2013), Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, European Journal of Marketing, Vol. * Delia, E.B. At this stage of the field's early maturity (42 papers in this review), we do not know for sure. Table1 provides a detailed list of activities and processes that exemplify intensified commercialization and how it impacts different elite sports. 1, pp. 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). 2, pp. 2, pp. The varying implications for fans are also present when looking at the main outcome variables. Youth Kia Wazza; Commercialization of Sports -- What Good? 341-358. Sposnorship. It is too early to say. * Giulianotti, R. (2011), Sport mega events, urban football carnivals and securitised commodification: the case of the English premier league, Urban Studies, Vol. 1233-1251, doi: 10.1108/03090561211247810. Anglo-Saxon regions, particularly England (14), were the most prominent. The Pro's and Con's for the Sport! As fans spend time, resources, and money on activities and apparel related to a team or sport, fans are sometimes, in commercial settings, regarded as customers of elite sports (Giulianotti, 2002). 33, pp. international player recruitment, which fans may perceive differently compared to how intensified commercialization is perceived in men's elite football. * Dos Santos, M.A., Moreno, F.C., Guardia, F.R. Furthermore, Giulianotti (2002) argues that commercialization changes fans' identities and roles from a hot, traditional identification with local clubs to a detached, cool, consumer-orientated identification (p. 25). Therefore, ideals related to this heritage may be prone to collide with intensified commercialization (Numerato and Giulianotti, 2018). 279-297, doi: 10.1177/1469540517747094. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . 19 No. 6, pp. However, some contexts are quite different. The paper highlights the complex and dynamic nature of commercialization. Effect of Commercialization on Sporting Events - UKEssays.com Hoegele etal., 2014; Meng etal., 2015). Definition of commercialisation. 22 No. 1-19, doi: 10.1123/ijsc.4.1.1. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. 253-265, doi: 10.1123/jsm.2012-0275. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. 4 No. 377-391, doi: 10.1080/14660970.2012.655507. Zhang, Z., Won, D. and Pastore, D.L. Table2 highlights the methods used in the research to date. and von Uechtriz, C. (2020), The key role of sport policies for the popularity of women's sports: a case study on women's soccer in Germany, Sociology of Sport Journal, Vol. 8 No. Many conceptual studies apply critical theory and, as such, perhaps a built-in critical perspective towards increasing commercialization. While there are probably more positive than negative impacts of commercialization in sports, there are still some negatives worth mentioning. Advertisements on major events rising in terms of worth (e.g. * Jensen, R., Bowman, N., Wang, Y. and Larson, B. 5 No. 1835-1853, doi: 10.1080/09523367.2017.1341873. For example the underperformance of the England soccer team despite the domestic Premier League having the highest wages of any soccer league in the world. 2, doi: 10.1108/SBM-05-2014-0025. 2, pp. 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 . 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. 12 No. and Houck, D.W. (2011), Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Vol. 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. the heritage of the sport or the team, fan emotions can be intensified. Kerr and Emery, 2011). interest in football and the increasing commercialisation of the sports and thus protects the emotional bond that exists between the club and its fans. 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). 1, pp. Outline three negative impacts of commercialisation in sport on spectators (3 marks). For instance, 16 articles are related to impacts on Fan Behaviours, while only 4 articles deal with impacts on Fan Emotions. psychological and behavioural loyalty (Bauer etal., 2008). sponsors). This rise in commercialisation has almost become part of the modern game, but it is important to remember it has positive and negative effects on the sport, the players and the fans. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). Mason, 1999), major broadcasting contracts (e.g. 4, pp. * 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. 89-96, doi: 10.1007/s12599-014-0315-7. * Meng, M.D., Stavros, C. and Westberg, K. (2015), Engaging fans through social media: implications for team identification, Sport, Business and Management, Vol. Subcultural capital and the commercialization of a music scene, Deviant Behavior, Vol. The geographical areas of the studies provide many different results on how fans are affected by commercialization (Table9). 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. 4, pp. 3, pp. 9 No. The analysis highlights the multifaceted nature of commercialization and how the different aspects of commercialization generate varying results (see Table7). The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode. 2, pp. He received his PhD in 2014, where he describes and analyses tourism and event impacts from a sustainable development perspective. As explained above, they are often connected and used as dimensions of commercialization (Numerato and Giulianotti, 2018). which factors have led to the commercialisation of sport? We then analysed the content and findings to perform a relevant thematic analysis. 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). Tables 69 have, at least, one thing in common; negative effects on, and negative responses of, fans dominate. Sponsorship has been extensively researched in relation to fans' attitudes. 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. 5, pp. 6 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. Thus, commercialization can spur opportunities for teams and, or athletes to earn more profits and therein, to become more successful. Critics claim the pace, and occasionally the outcome, of major league sports games are dictated by television commercials. 13 No. 265-289, doi: 10.1080/16184742.2017.1279203. 2, pp. There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. 7, pp. 1741-1757, doi: 10.1080/02642069.2011.556190. 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). 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. The third most applied theoretical framework is cultural theory. * Giulianotti, R. (2005), Sport spectators and the social consequences of commodification: critical perspectives from Scottish football, Journal of Sport and Social Issues, Vol. Koenigstorfer, J., Groeppel-Klein, A. and Kunkel, T. (2010), The attractiveness of national and international football leagues: perspectives of fans of star clubs and underdogs, European Sport Management Quarterly, Vol. Liang, Y. Radio was the first form to show sports and now TV is the most powerful form for spectator to . 4, pp. 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. 17 No. Panja, T. and Smith, R. (2021), How the super league fell apart, Nytimes.com, available at: https://www.nytimes.com/2021/04/22/sports/soccer/super-league-soccer.html (accessed 22 April 2021). 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. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. Their money, time and passion are the cornerstones for this intensified commercialization. Why Nike Uses Endorsements & Sponsorships, The average semi-pro footballer's salaries, Instructions for Monopoly Simpsons Edition. 3, pp. Performer. Click the card to flip . Today it seems there is hardly any level of sports participation which does not have sponsorship or some variety of commercial venture. Uhrich, S. (2014), Exploring customer-to-customer value co-creation platforms and practices in team sports, European Sport Management Quarterly, Vol. 22 No. 13 No. 3 No. Snyder, H. (2019), Literature review as a research methodology: an overview and guidelines, Journal of Business Research, Vol. 4, pp. (2006), Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Vol. 703-720, doi: 10.1080/14660970.2015.1100436. Thus, we encourage future studies to cover a wide variety of aspects to better comprehend the connection between commercialization and fans. Backman, J. and Carlsson, B. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. 4, pp. Outline three positive impacts of commercialisation in sport on performers (3 marks). 21 No. Formalization and planning of major sport events to attract millions. (2011), Foreign fandom and the Liverpool FC: a cyber-mediated romance, Soccer and Society, Vol. Table5 summarizes each theme and the major results found in the specific papers. 3, pp. The final theme that emerged in the review focuses on fan behaviours. He specializes in consumer behaviour, with a wide empirical focus in areas such as sports, financial services and consumer privacy. How Do You Use Toothpaste to Remove Scratches How Much Do Music Video Directors Get Paid? 5 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? 87-100, doi: 10.1111/j.1542-734x.1987.1001_87.x. 20 Nos 3-4, pp. This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. Regarding identity, the studies highlight that commercialization can contribute to making fan identities globalized. European elite football (Numerato and Giulianotti, 2018). 18 No. 177-187. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). Horbel etal., 2016; Uhrich, 2014). As Turk points out: Unlike a retail clerk, the teacher's role is not to sell a product or please customers. 48 Nos 7-8, pp. Fritz etal., 2017). Fans, i.e. 1, pp. This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). 3, pp. Commercialization in Sports - COMMERCIALIZATION DEFINITION - Studocu

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