The second stage of the review process, i.e. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode. As indicated, the service ecosystems of elite sports are increasingly influenced by commercialization (Laurell and Soderman, 2018). * Richardson, B. and Turley, D. (2006), Support your local team: resistance, subculture, and the desire for distinction, Advances in Consumer Research, Vol. He specializes in consumer behaviour, with a wide empirical focus in areas such as sports, financial services and consumer privacy. Kerr and Emery, 2011; Richardson and Turley, 2006), Commercialization elevates the importance of fan attitudes towards sponsors (Lee etal., 1997; Parganas etal., 2017), Commercialization of teams, leagues and overarching structures impacts fan attitudes towards sport entities as well as other fans (Rouvrais-Charron and Kim, 2009; Behrens and Uhrich, 2019; Chanavat and Bodet, 2014; Jensen etal., 2012), Commercialization impact emotional arousal and emotional attachment among fans (e.g. However, Jensen etal. Whether you need to fix, build, create or learn, eHow gives you practical solutions to the problems life throws at you. 36 Nos 11-12, pp. 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. 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). 3, pp. 6 No. Hoehn, T. and Szymanski, S. (1999), The Americanization of European football, Economic Policy, Vol. Additionally, the lack of papers in other geographical contexts, distant from Europe, is also striking when assessing the geographical homogeneity of the reviewed papers. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. 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. Increased professionalism. 1, pp. 1487-1510, doi: 10.1108/EJM-03-2012-0140. 121-134, doi: 10.1080/16138171.2009.11687833. As qualitative studies seem more negative than quantitative, this may also change the view of commercialization as primarily negative for fans. Ritzer and Stillman (2001) study the modernization of baseball stadiums and how this affects fan emotions. Therefore, the purpose of this review is to develop a holistic understanding of extant studies addressing the impacts of elite sport commercialization on fans. * Jensen, R., Bowman, N., Wang, Y. and Larson, B. * Torchia, D. (2016), An alternative football club in a liquid modernity: FC United of Manchester, Culture and Organization, Vol. John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. Merkel, S., Schmidt, S.L. 14 No. 3, pp. 89-96, doi: 10.1007/s12599-014-0315-7. The findings are important for both scholars and practitioners as commercialization has been heavily debated among fans, media, and clubs, and as it is only in recent decades that scholarly attention has focused upon this topic. (2001), The psychological continuum model: a conceptual framework for understanding an individual's psychological connection to sport, Sport Management Review, Vol. There were also articles covering general sport-related issues, such as the governance of the Olympics, which only briefly mentions fans. 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. Commercialisation is about media exposure for the sport. As with other service ecosystems, commercialization varies depending on factors such as geographical context, the sport itself, and the way the sport is practised. We then categorized the papers based on empirical contexts: the type of sport studied, the geographical focus, and the gender balance (Table 3). Commercialization is defined as the process of subordinating traditional values and norms in favour of profit maximization (Fritz etal., 2017). 51 No. We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. (2023), "How are fans affected by the commercialization of elite sports? and Bennett, G. (2018), Sports fan experience: electronic word-of-mouth in ephemeral social media, Sport Management Review, Vol. The geographical areas of the studies provide many different results on how fans are affected by commercialization (Table9). 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. 265-289, doi: 10.1080/16184742.2017.1279203. 4, pp. 23 No. Meier, H.E. 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. 392-412, doi: 10.1080/16184742.2016.1276208. 9, pp. Such a structured procedure increases the validity and reliability of the study (Snyder, 2019). European elite football (Numerato and Giulianotti, 2018). 1, pp. 8 No. Woisetschlger etal., 2013), new types of ownership structures (e.g. From a management perspective, the review stresses the importance of being cautious in, e.g. However, to date, no structured review has been published on this topic. O'Hallarn, B., Shapiro, S.L., Wittkower, D.E., Ridinger, L. and Hambrick, M.E. * Hognestad, H.K. These changes may negatively affect fans' engagement with and perceived value of being fans (Tinson etal., 2021; Hognestad, 2015). Thus, in some contexts, such as cycling, where sponsors are intimately connected to the team, fans may identify with the sponsor and even do so after the commercial agreements are terminated (Delia, 2017). 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. The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. and Mechikoff, R.A. (1992), Deep fan: mythic identification, technology, and advertising in spectator sports, Sociology of Sport Journal, Vol. 824-837, doi: 10.1016/j.smr.2020.04.001. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. - advertising. An extreme example is how fans' resistance to commercialization of a football club (in this study, Manchester United) can result in fans creating a new club (FC United of Manchester), based on former traditions and values (Torchia, 2016). Most of the articles are based on qualitative research methodology (18 articles). 21 No. 1, pp. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . Lpez Fras, F.J. (2018), Football transfers and moral responsibility, Soccer and Society, Vol. 18 No. In elite sports, commercialization implies a focus on market-oriented ideals, business-like management structures and sponsorship activities (Dubal, 2010). 2, pp. (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. (2016), Influence of the virtual brand community in sports sponsorship, Psychology and Marketing, Vol. conducting the review, aims to ensure a valid search process. (2012), New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Soccer and Society, Vol. franchise teams) or to make the team a marketing platform, Global sport events, such as The Olympics and the FIFA World Cup, becoming Mega-Sport-Events (MSEs). Additionally, Dubal (2010) recognizes the rise of tensions regarding modern football adopting market-based structures. Personally, the biggest negative aspect of commercialization is . For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). 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. Rose, M., Rose, G.M., Merchant, A. and Orth, U.R. The tension between the local and distant fans is also stressed by Evans and Norcliffe (2016), who illustrate that local fans may repel the commercialization of fan identities. With increased exposure of the game comes increased participation. 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 . Having split loyalties, Hognestad (2012) argues that Norwegian fans can have favourite clubs both locally and in other leagues (so-called poly-supporter). For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. One of the spirits of sport is to develop healthy life style. Thus, commercialization can spur opportunities for teams and, or athletes to earn more profits and therein, to become more successful. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). 9 No. 377-391, doi: 10.1080/14660970.2012.655507. (1990), Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Journal of Sport and Social Issues, 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. 104, pp. 4 No. A more recent study outlines three . Qualitative approaches are dominant in previous literature (18 of 42 papers), and several papers (11) are conceptually written. As shown in this review, commercialization is not unidimensional. Hence, papers with little relevance and/or only a minor focus on the impacts of commercialization on fans of elite sports were excluded. Fans are defined as individuals with a psychological connection and specific interest in one or several sports, teams, and/or athletes (Funk and James, 2001). John Armbrecht, PhD is an associate professor at the School of Business, Economics and Law at Gothenburg University. cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). individuals with a psychological connection to one orseveral team(s), sport(s), and/or athlete(s) (Funk and James, 2001), are important actors inthis regard. Kerr and Emery, 2011). Participants in the study give word to the notion that overcommercialization can lead to disenchantment and thus erode fan loyalty (Hyatt and Foster, 2015). 1, pp. Ritzer and Stillman, 2001), Commercialization implies new types of arranging sport events to yield emotional responses among fans (e.g. Globalization of sports refers to the process of expansion of the idea of sport across the world and phenomena is how that are associated with it. Radio was the first form to show sports and now TV is the most powerful form for spectator to . 22, pp. 6 No. Sports teams are businesses like any other and they need to make money to survive. and Torgler, B. 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. 26 No. 33 No. Horbel etal., 2016; Uhrich, 2014). 7, pp. 6) Difficulty in minority sports getting any sponsors. Yoshida, M., Gordon, B., Nakazawa, M. and Biscaia, R. (2014), Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context, Journal of Sport Management, Vol. 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. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. For instance, new ways of organizing events and organizing a fan community can form a perceived disenchantment and over-rationalization that fans resist (Hognestad, 2012). 97-114, doi: 10.1108/SBM-10-2017-0065. To understand how commercialization affects fans of elite sports, we perform a structured review. 253-265, doi: 10.1123/jsm.2012-0275. Merkel, 2012), and the pursuit of teams to engage with more fans (e.g. As Turk points out: Unlike a retail clerk, the teacher's role is not to sell a product or please customers. 159-169, doi: 10.1108/02651339710170230. 1, pp. 465-486, doi: 10.1177/101269000035004002. 3, pp. * Mason, D. (1999), What is the sports product and who buys it? Sport was the principal keyword, combined with Commercialization. Thus, is it fair to conclude that fans respond to and are affected negatively by an increasing commercialization of elite sports? Dixon, 2014; Kennedy, 2012). 3, doi: 10.1016/j.smr.2019.04.005. 1, pp. Four papers explicitly touched upon fan loyalty in connection to commercialization. 5, pp. 26 No. (2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. 515-531, doi: 10.1080/19406940.2015.1063530. * 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. For instance, if clubs prioritize financial profits, fans may respond negatively to the fact that they are treated as regular customers. This is because these tourist fans have not been loyal to the teams for long. 5) Performers, teams and events can be manipulated or exploited to suit the sponsor. 34 Nos 17-18, pp. Moore, R. (2005), Alternative to what? * Merkel, U. For the final stage of the review, i.e. Gantz, W., Wang, Z., Paul, B. and Potter, R.F. If a major company sponsors an event it is much more likely to get prime time television coverage, bringing in greater advertising revenues and exposing more people to the sport. Granados, M.L., Hlupic, V., Coakes, E. and Mohamed, S. (2011), Social enterprise and social entrepreneurship research and theory: a bibliometric analysis from 1991 to 2010, Social Enterprise Journal, Vol. Thus, there is an urgency in approaching fans of women's elite sports and discussing how they respond to commercialization. Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework.

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