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. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. 22 No. 5-23. 19 No. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. Yet, some themes have received considerably more attention than others. Jensen etal., 2012; Dos Santos etal., 2016). 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. 17 No. 600-619, doi: 10.1177/1469540515611199. Whether you need to fix, build, create or learn, eHow gives you practical solutions to the problems life throws at you. Third, elite sports are regarded as sports performed on the highest athletic level. 44-68, doi: 10.1177/0193723518800433. This development supports financial growth and, e.g. Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999). Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . However, there is a general shortage of quantitative studies to test the specified relationships on larger samples. 25-46, doi: 10.1177/0193723502261003. 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. Click the card to flip . Bauers etal. 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. 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. 1, pp. Wakefield, L.T. It is a multifaceted process which may take on many different forms. 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. 7, pp. 133-150, doi: 10.1177/0193723517696967. 2, pp. 15 No. cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). 3, pp. 13 No. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. Wann, D.L. Commercialization contributes to tensions between the local and the global, for instance, between fans and local teams, and fans and foreign teams living in the same area (Evans and Norcliffe, 2016). 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. 17 No. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. 45 No. * Parganas, P., Papadimitriou, D., Anagnostopoulos, C. and Theodoropoulos, A. 1012-1026, doi: 10.1080/14660970.2015.1133416. Giulianotti, 2011). * 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. The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. Khondker, H.H. 139-154, doi: 10.1177/0193723514541283. The results also imply that most fans, at least in Germany, do not support what is seen as a significant involvement of private actors (Bauers etal., 2019). * Kerr, A.K. There have on some occasions been problems when the name of the stadium has been changed to include a corporate trademark. signing new sponsors, building new arenas, and setting up a strategy to communicate with fans. 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). In the following sections, we analyse the state of research and present a research agenda to serve future studies. For instance, in the dominant setting, i.e. (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. The relationship between sport, sponsorship and the media. 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. (2012), Football fans and clubs in Germany: conflicts, crises and compromises, Soccer and Society, Vol. 445-457. 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). 328-345, doi: 10.1123/SSJ.2019-0126. This is because these tourist fans have not been loyal to the teams for long. The media promote the commercialisation of sports. Finally, attitudes among fans have also been studied in relation to the increased tensions between the local and global that commercialization contributes to. Woisetschlger etal., 2013), new types of ownership structures (e.g. 2, pp. Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. Several studies share the view that fan resistance develops when commercialization leads to perceived alienation (Duke, 2002; Hewer etal., 2017). 333-339. Therefore, the purpose of this review is to develop a holistic understanding of extant studies addressing the impacts of elite sport commercialization on fans. 443-460, doi: 10.1123/JSM.2013-0327. As Turk points out: Unlike a retail clerk, the teacher's role is not to sell a product or please customers. 127-163, doi: 10.1080/16184740903563406. 13 No. Table1 provides a detailed list of activities and processes that exemplify intensified commercialization and how it impacts different elite sports. 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. 14 No. Stenling, C. and Fahln, J. (2014), Estimating consumer spending on tickets, merchandise, and food and beverage: a case study of a NHL team, Journal of Sport Management, Vol. The only way they can keep up with rising wage costs, improving facilities and bringing in new players is to sell advertising space to increase revenues. Teams base their potential development on player transfers, Commercialization of elite sport infrastructure, Development of stadiums with an increasingly commercial tone, Creation of VIP-boxes, sponsored stadium names, advertisements in and around games, merchandise outlets, Commercialization of communication in elite sports, Elite sports marketed as an entertainment product, Introduction of pre- and in-game entertainment. and Exler, S. (2008), Brand image and fan loyalty in professional team sport, Journal of Sport Management, Vol. 8 No. This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. First, the choice of explicitly focusing on how commercialization affects fans of elite sports implies that papers that do not have this explicit aim are not included. Attitudes are fans' overall evaluation of an object, issue or person (Parganas etal., 2017). (2017), A digital ethnography of fan reaction to sponsorship termination, European Sport Management Quarterly, Vol. 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 . Furst, R.T. (1971), Social change and the commercialization of professional sports, International Review of Sport Sociology, Vol. and Casper, J.M. Merkel, S., Schmidt, S.L. 341-358. He started his PhD studies in autumn 2019 and has his research interest in the nexus of elite sport commercialization, customer engagement and value co-creation. One of the spirits of sport is to develop healthy life style. Another reason for the difficulties in finding clear consensus is the variety of applied methods. (2006), Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Vol. UEFA Champions League, The Olympics). 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. Table2 highlights the methods used in the research to date. 2, pp. Through a structured review of current research, several insights have been presented. 253-265, doi: 10.1123/jsm.2012-0275. 3, pp. In the previous literature, other concepts are often interlinked to commercialization of elite sports, such as commodification, marketization, modernization and globalization. Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. 13 No. 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. 1, pp. 14 No. 2, pp. Thus, Table4 is a combination of theoretical frameworks as well as theoretically oriented concepts. 6, pp. The geographical areas of the studies provide many different results on how fans are affected by commercialization (Table9). 3, pp. * Putra, L.R.D. 6 No. * Totten, M. (2016), Football and community empowerment: how FC Sankt Pauli fans organize to influence, Soccer and Society, Vol. and Robertson, R. (2018), Glocalization, consumption, and cricket: the Indian premier league, Journal of Consumer Culture, Vol. Rohde, M. and Breuer, C. (2017), The market for football club investors: a review of theory and empirical evidence from professional European football, European Sport Management Quarterly, Vol. Quantitative papers, on the other hand, often find both positive and negative responses among fans. With increased exposure of the game comes increased participation. 23, pp. 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 . 2, pp. Sports teams are businesses like any other and they need to make money to survive. 13 No. Moore, R. (2005), Alternative to what? In total, 134 articles were retrieved. He has published in journals such as International Journal of Event and Festival Management, Tourism Management, and Journal of Sustainable Tourism. 1835-1853, doi: 10.1080/09523367.2017.1341873. 510-531, doi: 10.1080/02642069.2016.1255730. * Giulianotti, R. (2002), Supporters, followers, fans and flaneurs: a taxonomy of spectator identities in football, Journal of Sport and Social Issues, Vol. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. Instead, responses differ depending on aspect(s) of commercialization, geographical context(s) and the outcome variable(s) studied. 461-469, doi: 10.1002/mar. Erik Lundberg PhD is associate senior lecturer in Marketing and at the Centre for tourism, University of Gothenburg, Sweden. These changes may negatively affect fans' engagement with and perceived value of being fans (Tinson etal., 2021; Hognestad, 2015). 4, pp. reporting the results, a suitable approach is to categorize the reviewed literature (Tranfield etal., 2003). Most of the articles are based on qualitative research methodology (18 articles). 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 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). Growing levels of commercialization in the sports industry bring forward an increasing amount of negative reactions from sports fans. * 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. 5 No. 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. 1487-1510, doi: 10.1108/EJM-03-2012-0140. In most cases, however, the interviewees saw this increased emphasis on branding and club merchandise as something exciting and contributing to the experience of being a fan. 465-486, doi: 10.1177/101269000035004002. (2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. 1-20, doi: 10.1080/16184742.2019.1643384. Fans, i.e. Fritz etal., 2017). and Torgler, B. 10 No. 3, pp. 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. 1, pp. 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. 133-150, doi: 10.1007/s11747-012-0308-3. Hognestad (2012) highlights the notion that increasing commercialization in combination with increasing media interest has the tendency to move fans from being supporters of one club (so called mono-supporters) to several. 34 Nos 17-18, pp. 4, pp. Dubal (2010) illustrates that these frictions can open up fans to increase their influence through, for instance, uniting in fan communities. In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. For example, when a national team does well at the Olympics the number of children taking up the sport increases. 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. ; July 2010, "The Michigan Daily"; Selling their Soles: The commercialisation of college sports; Ian Herbert; September 2005, IEG Sponsorship; Harsh Words about the Commercialization of Pro Sports; Carrie Urban Kapraun; October 2009. * Merkel, U. 22 No. 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).
Neymar Left Or Right Footed,
8 Rules Of Categorical Syllogism With Examples,
Articles T