three negative impacts of commercialisation in sport on spectators

interest in football and the increasing commercialisation of the sports and thus protects the emotional bond that exists between the club and its fans. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football. 133-150, doi: 10.1177/0193723517696967. Outline three negative impacts of commercialisation in sport on spectators (3 marks). The review contributes with an analysis of studies and an agenda for future research, focusing on how fans are affected byand respond toincreasing commercialization. Mumcu, C., Lough, N. and Barnes, J.C. (2016), Examination of women's sports fans' attitudes and consumption intentions, Journal of Applied Sport Management, Vol. He specializes in consumer behaviour, with a wide empirical focus in areas such as sports, financial services and consumer privacy. Jonas Nilsson (PhD) is associate professor in Business Administration at University of Gothenburg, Sweden. * Giulianotti, R. (2005), Sport spectators and the social consequences of commodification: critical perspectives from Scottish football, Journal of Sport and Social Issues, Vol. 4, pp. 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. and Houck, D.W. (2011), Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Vol. Biscaia, R., Correia, A., Rosado, A., Maroco, J. and Ross, S. (2012), The effects of emotions on football spectators' satisfaction and behavioural intentions, European Sport Management Quarterly, Vol. (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. 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). The planning phase focuses on assessing the relevance and limits of the specified topic. commercialization has promoted a democratic transformation of fan involvement (Bauers etal., 2019). * Abosag, I., Roper, S. and Hind, D. (2012), Examining the relationship between brand emotion and brand extension among supporters of professional football clubs, European Journal of Marketing, Vol. 323-339, doi: 10.1123/ssj.9.4.323. 00:0112:45. 20 Nos 3-4, pp. 8 No. 95-118, doi: 10.1207/s15506878jobem5001_6. 536-554, doi: 10.1080/14660970.2012.677227. Meier, H.E. * Kennedy, D. (2012), Football stadium relocation and the commodification of football: the case of Everton supporters and their adoption of the language of commerce, Soccer and Society, Vol. Advertisements on major events rising in terms of worth (e.g. First, it will assess the view that modern sport was a lagged by-product of the . Dos Santos etal. 14 No. 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). Quantitative papers, on the other hand, often find both positive and negative responses among fans. In elite sports, commercialization implies a focus on market-oriented ideals, business-like management structures and sponsorship activities (Dubal, 2010). For this review, commercialization, fans, and elite sports are the main concepts. 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). In European contexts and in a competition like the Olympics, elite sports often have close associations to ideals of amateurship and local connectedness. Instead, the reviewed papers show the many different aspects of commercialization, such as sponsorship, business-like management, and modernization of stadiums. It is exemplified in this review process by the strict criteria for including papers that explicitly addressed the impacts of commercialization on fans. Garca, B. and Welford, J. 55-66, doi: 10.1108/13555851011013155. A detailed list of areas, processes and activities that exemplifies the intensified commercialization of elite sports, Summary of methodological foundation and methods used in the literature, Note(s): 2 papers combine geographical contexts, The analytical themes and content in the literature, Commercialization and, e.g. and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. Fleischmann and Fleischmann (2019) find that through social media, domestic fans more easily bond emotionally with their teams. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. * Numerato, D. and Giulianotti, R. (2018), Citizen, consumer, citimer: the interplay of market and political identities within contemporary football fan cultures, Journal of Consumer Culture, Vol. Zhang, Z., Won, D. and Pastore, D.L. These themes are to some extent overlapping, and studies sometimes focus on more than one of the consequences for fans. 3, pp. Wann, D.L. 4 No. The analysis highlights the multifaceted nature of commercialization and how the different aspects of commercialization generate varying results (see Table7). * Dixon, K. (2014), Football fandom and Disneyisation in late-modern life, Leisure Studies, Vol. Khondker, H.H. 10 No. 3, pp. (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. 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. (2020), Sports teams heritage: measurement and application in sponsorship, Journal of Business Research, Vol. 3 No. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. * Giulianotti, R. (2002), Supporters, followers, fans and flaneurs: a taxonomy of spectator identities in football, Journal of Sport and Social Issues, Vol. Therefore, ideals related to this heritage may be prone to collide with intensified commercialization (Numerato and Giulianotti, 2018). Commercialization and possible fan resistance may not always imply negative consequences on the relationship between teams and fans (e.g. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. 505-522, doi: 10.1080/17430437.2020.1696537 To. Several studies share the view that fan resistance develops when commercialization leads to perceived alienation (Duke, 2002; Hewer etal., 2017). and Branscombe, N.R. Thus, studying other contexts with different background and traditions of sport is important to gain an holistic understanding of commercialization. 89-96, doi: 10.1007/s12599-014-0315-7. 44-68, doi: 10.1177/0193723518800433. 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. They argue that stadiums that are overly rationalized, McDonaldized, and unauthentic can reduce the emotional dimensions embedded in stadiums, thus weakening emotional intensity (Ritzer and Stillman, 2001). * Petersen-Wagner, R. (2017), The football supporter in a cosmopolitan epoch, Journal of Sport and Social Issues, Vol. Winell, E., Armbrecht, J., Lundberg, E. and Nilsson, J. Commercialization in Professional Sports: Understanding Consumers Tables 69 have, at least, one thing in common; negative effects on, and negative responses of, fans dominate. He received his PhD in 2014, where he describes and analyses tourism and event impacts from a sustainable development perspective. (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. * Hyatt, C.G. This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020; Mumcu etal., 2016). As they did not focus on how the process of commercialization affects fans, they were excluded. 43 No. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. Para enviarnos tus inquietudes, ideas o simplemente saber ms acerca de Cuida Tu Dinero, escrbenos. 217-232, doi: 10.1080/14775085.2016.1231621. The marketing of professional sports leagues, The key role of sport policies for the popularity of women's sports: a case study on women's soccer in Germany, Engaging fans through social media: implications for team identification, Football fans and clubs in Germany: conflicts, crises and compromises, The future of professional football: a Delphi-based perspective of German experts on probable versus surprising scenarios, Sport, Business and Management: An International Journal, Alternative to what? 139-154, doi: 10.1177/0193723514541283. Some studies also highlight that commercialization can spark fan resistance. We thereafter extended the search to academic journals explicitly focusing on sports and elite sport management, i.e. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . 4, pp. 1, pp. Funk, D.C. and James, J. 8 No. * Mason, D. (1999), What is the sports product and who buys it? There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. Today it seems there is hardly any level of sports participation which does not have sponsorship or some variety of commercial venture. 175-181. 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). Essentially, all papers focused on sports for men, and there was no article studying fans in women's elite sports. 3.2 Socio-cultural influences and wellbeing in physical activity and sport 14 No. 1012-1026, doi: 10.1080/14660970.2015.1133416. For instance, in a study on former fans of NHL teams, commercialization is brought up as a reason for the de-escalation of fandom (Hyatt and Foster, 2015). 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. Rahman, M. and Lockwood, S. (2011), How to use your Olympian: the paradox of athletic authenticity and commercialization in the contemporary Olympic games, Sociology, Vol. 6, pp. However, some research indicates that fans may also perceive commercialization as a positive process. 6 No. 37 No. and Bennett, G. (2018), Sports fan experience: electronic word-of-mouth in ephemeral social media, Sport Management Review, Vol. 3, pp. European elite football (Numerato and Giulianotti, 2018). However, as Snyder (2019) suggests, it is important to consider excluding articles that, based on a detailed evaluation, do not meet the scope of the review to make the review more trustworthy. - sponsorship. How are fans affected by the commercialization of elite sports? A Commercialisation. Sposnorship. In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. 206-216. (2017), A digital ethnography of fan reaction to sponsorship termination, European Sport Management Quarterly, Vol. 4, pp. 22 No. Swanson, K.K. They found that if fans identify strongly with a team, it reduces the likelihood that fans switch to a competitive brand (Parganas etal., 2017). 378-390, doi: 10.1016/j.smr.2016.02.002. Advantages And Disadvantages Of Commercialisation Of Sports For instance, if clubs prioritize financial profits, fans may respond negatively to the fact that they are treated as regular customers. (2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. Outline three positive impacts of commercialisation in sport on performers (3 marks). Two main subareas identified within this theme are fan loyalty and fan resistance. (2014), Estimating consumer spending on tickets, merchandise, and food and beverage: a case study of a NHL team, Journal of Sport Management, Vol. Horbel, C., Popp, B., Woratschek, H. and Wilson, B. Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. In the following sections, we analyse the state of research and present a research agenda to serve future studies. 17 No. There is a risk that the loyalty of poly supporters (Hognestad, 2012) and satellite fans (Behrens and Uhrich, 2019) could come at the cost of lost loyalty among local fans. 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. Snyder, H. (2019), Literature review as a research methodology: an overview and guidelines, Journal of Business Research, Vol. 45 No. Disadvantages with Commercialized Sport Essay Example - GraduateWay 461-469, doi: 10.1002/mar. 392-412, doi: 10.1080/16184742.2016.1276208. * Andon, S.P. 41 No. 22-34, doi: 10.1080/14610980008721860. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. Hence, papers that discuss commercialization and elite sports in broader terms were excluded from the review. Hoehn, T. and Szymanski, S. (1999), The Americanization of European football, Economic Policy, Vol. American Football etc.). and Casper, J.M. * Dos Santos, M.A., Moreno, F.C., Guardia, F.R. We empower you to efficiently solve each new challenge and make your life better and easier. Additionally, Dubal (2010) recognizes the rise of tensions regarding modern football adopting market-based structures. While fans and other major stakeholders traditionally have been local, teams and athletes increasingly seek to internationalize their fan bases to expand commercially (e.g. However, commercialization, such as more revenues from sponsors, increases the possibilities of recruiting better players or modernizing club facilities that may be embraced by fans. Radio was the first form to show sports and now TV is the most powerful form for spectator to . For some fans, this focus may imply tensions and conflicts with their own ideals and perceptions of authenticity (e.g. He has also co-edited books on events for Routledge and Edward Elgar. 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). Jensen etal., 2012; Dos Santos etal., 2016). 33 No. 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). 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. 29 No. The relationship between sport, sponsorship and the media. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). Gantz, W., Wang, Z., Paul, B. and Potter, R.F. Again, commercialization is neither good nor bad it simply is what it is. As shown in this review, commercialization is not unidimensional. We use the term football for European style football (soccer). From a management perspective, the review stresses the importance of being cautious in, e.g. Stenling, C. and Fahln, J. Dixon (2014) interviewed loyal, long-term English football fans regarding the so-called Disneyfication of products, services and experiences that are branded and sold using their team's logo. 12 No. This review also illustrates methods for studying online contexts are scarce (see Table2). Resistance, described as a strategy of appropriation in response to the structures of domination (Woisetschlger etal., 2013, p. 1490), is often a central topic in critical papers (see, e.g. 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). (2016) illustrate that as sponsors increase in numbers, it is important for the sponsoring brand to match its brand identity with the team identity.

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