three negative impacts of commercialisation in sport on spectators

Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. Therefore, ideals related to this heritage may be prone to collide with intensified commercialization (Numerato and Giulianotti, 2018). 32 No. and Exler, S. (2008), Brand image and fan loyalty in professional team sport, Journal of Sport Management, Vol. 5-23. Therefore, future research should apply methods utilizing these platforms, such as social media analytics (Stieglitz etal., 2014), to investigate how fan engagement on social media is affected by commercialization. (2012) and Dos Santos etal. The marketing of professional sports leagues, European Journal of Marketing, Vol. 295-319, doi: 10.1108/SBM-10-2014-0043. 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. 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). 31 No. * Torchia, D. (2016), An alternative football club in a liquid modernity: FC United of Manchester, Culture and Organization, Vol. With increased exposure of the game comes increased participation. Hence, papers that discuss commercialization and elite sports in broader terms were excluded from the review. Ticket prices, refreshments and team shirt prices have all gone up at the same time more and more advertising space is sold around the stadium and television rights are sold for almost every game. Their money, time and passion are the cornerstones for this intensified commercialization. (2019), Your Neighbors Walk Alone (YNWA): urban regeneration and the predicament of being local fans in the commercialized English football league, Journal of Sport and Social Issues, Vol. Tinson, J., Sinclair, G. and Gordon, R. (2021), How value is disrupted in football fandom, and how fans respond, European Sport Management Quarterly, pp. All of this could be seen as a major distraction from the sport itself. (2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. Most of the articles are based on qualitative research methodology (18 articles). Click the card to flip . 8 No. The field of sports in the 20th-21st century was influenced by the process of globalization. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 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). (2016), How context shapes value co-creation: spectator experience of sport events, Service Industries Journal, Vol. 3, pp. Today it seems there is hardly any level of sports participation which does not have sponsorship or some variety of commercial venture. These studies focus, for instance, on how fans may respond to commercialization by resisting these influences. Growing levels of commercialization in the sports industry bring forward an increasing amount of negative reactions from sports fans. 177-187. Technology affects many aspects of sport from performance on and off the field to spectating and public profile. Therefore, the purpose of this review is to develop a holistic understanding of extant studies addressing the impacts of elite sport commercialization on fans. 323-344, doi:10.1080/16184742.2014.926379. and Casper, J.M. 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. As shown in this review, commercialization is not unidimensional. 13 No. 5) Performers, teams and events can be manipulated or exploited to suit the sponsor. (PDF) Sport, industry and industrial sport in Britain before 1914 Swanson, K.K. 14 No. Fritz etal., 2017). This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. Sponsorship has been extensively researched in relation to fans' attitudes. Merkel, S., Schmidt, S.L. Globalization of sports - Wikipedia 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). The paper highlights the complex and dynamic nature of commercialization. 5, pp. 4, pp. 217-239, doi: 10.1080/14775085.2013.846228. 13 No. Gordon, K.O. 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. Here, commercialization is defined as the prioritization of financial revenues among organizations and actors, such as teams, athletes and or sponsors in elite sports service ecosystems (e.g. 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. * 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. In addition, surveys are the most used method for collecting data (11 articles). This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). 10 No. 3, pp. Advantages & disadvantages of commercialization in sports 17 No. 184-197, doi: 10.1016/j.smr.2016.04.006. 880-896, doi: 10.1080/14660970.2011.609686. 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. 28, pp. Broadcasted sports as an entertainment product, Athletes/players/teams becoming global brands, Expansion of marketing reach beyond domestic borders. Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. 4 No. 2, pp. For the final stage of the review, i.e. Fan loyalty is conceptualized into two main dimensions, i.e. activities in mass media and, or social media changes resources fans use for identity construction (e.g. 736-757, doi: 10.1002/mar. 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. 3, pp. For instance, in the dominant setting, i.e. 51 No. 30 No. Merkel etal., 2016; Laurell and Soderman, 2018) and is at least partly induced by sponsors (e.g. (2016), Influence of the virtual brand community in sports sponsorship, Psychology and Marketing, Vol. * Dubal, S. (2010), The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Vol. In total, 134 articles were retrieved. sponsors). Dixon, 2014; Kennedy, 2012). Behrens and Uhrich (2019) emphasize that commercialization has increased the presence of foreign fans, so-called satellite fans. This review also illustrates methods for studying online contexts are scarce (see Table2). 44-68, doi: 10.1177/0193723518800433. American Football etc.). He has published in journals such as the European Journal of Marketing, the Journal of Business Ethics, Business Strategy and the Environment, International Journal of Consumer studies, and many others. 00:0112:45. 279-297, doi: 10.1177/1469540517747094. However, some research indicates that fans may also perceive commercialization as a positive process. 118-137. https://doi.org/10.1108/SBM-11-2021-0135, Copyright 2022, Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson, Published by Emerald Publishing Limited. (2014), Estimating consumer spending on tickets, merchandise, and food and beverage: a case study of a NHL team, Journal of Sport Management, Vol. Disadvantages with Commercialized Sport. 2, pp. (2014), Superstars as drivers of organizational identification: empirical findings from professional soccer, Psychology and Marketing, Vol. 3, pp. 11, pp. Examples of changed structures for fan identification are, for instance, the growth of global superstars, which for some are more important to the identity than the team (Hoegele etal., 2014). 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). 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. These are well-known research themes in the fan literature (see the eight dimensions proposed by Stewart etal. 14 No. 461-469, doi: 10.1002/mar. 7, pp. Khondker and Robertson, 2018). 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. * Lee, M.S., Sandler, D.M. 5, pp. 359-376, doi: 10.1080/14660970.2012.655505. Anglo-Saxon regions, particularly England (14), were the most prominent. Also here it is important to move beyond the European borders and for instance examine how, e.g. While more research is needed on fans to other team sports, focusing on more individualized elite sports, such as motor sports, tennis, golf and athletics, can also make substantial contributions to the literature, as they represent sports with other types of fan communities and traditions. Following this principle, we categorized the papers based on (1) year of publication, (2) author, (3) journal, (4) method, (5) geographical context, (6) type of elite sport, (7) theoretical framework, (8) empirical results and (9) effects on fans of commercialization. 443-460, doi: 10.1123/JSM.2013-0327. 198-218. 97-114, doi: 10.1108/SBM-10-2017-0065. 2, pp. 104, pp. They provide needed publicity and create and maintain spectator interest among large numbers of people. 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. According to commercial ideals, having a modern stadium is deemed fundamental. As they did not focus on how the process of commercialization affects fans, they were excluded. A level PE - commercialisation and the media Flashcards A level PE - commercialisation and the media. 22, 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 . Major sport events having a major impact on local societies through increased tourism, new infrastructure etc. and Campos, C.P. 18 No. interest in football and the increasing commercialisation of the sports and thus protects the emotional bond that exists between the club and its fans. 2023 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. 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. Additionally, instead of focusing on attitudes towards the team or athlete, Parganas etal. (2020), Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Sport in Society, Vol. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). Frew and McGillivray, 2008; Real and Mechikoff, 1992; Meng etal., 2015), Commercialization shift heavily involved fan identities into becoming more like passive consumer identities (e.g. This yielded four major themes: (1) Fan Identity, (2) Fan Attitudes, (3) Fan Emotions, and (4) Fan Behaviours. 1012-1026, doi: 10.1080/14660970.2015.1133416. It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . Here, commercialization threatens fans' existing involvement with the sport entity (e.g. Valenti, M., Scelles, N. and Morrow, S. (2019), The determinants of stadium attendance in elite womens football: evidence from the UEFA Womens Champions League, Sport Management Review, Vol. Fleischmann and Fleischmann (2019) find that through social media, domestic fans more easily bond emotionally with their teams. Commercialisation. While there can be certain negative effects resulting from commercialization such as the tried and true concept of "manufacturing consent"; there are also huge positives to commercialization such as the ability to broadcast to society the existence of something in the . 33 No. Advertisements on major events rising in terms of worth (e.g. From a management perspective, the review stresses the importance of being cautious in, e.g. Given the multifaceted nature of elite sports commercialization, more research is needed using other theoretical and conceptual approaches, such as consumer psychology, consumer behaviour and stakeholder theory, which have already been applied with interesting outcomes (see Table4). 6, pp. He specializes in consumer behaviour, with a wide empirical focus in areas such as sports, financial services and consumer privacy. Hence, the conflicts and tensions between a commercial, and a non-commercial logic are not equally intense as in, e.g. As indicated, the service ecosystems of elite sports are increasingly influenced by commercialization (Laurell and Soderman, 2018). Effect of Commercialization on Sporting Events - UKEssays.com 207-222, doi: 10.1111/1467-8551.00375. * Putra, L.R.D. Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. 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. A review of the literature and a research agenda", Sport, Business and Management, Vol.

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