1, pp. 167-182, doi: 10.1080/14660970.2013.776466. 3, pp. 6 No. 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. 3, pp. O'Hallarn, B., Shapiro, S.L., Wittkower, D.E., Ridinger, L. and Hambrick, M.E. * Kerr, A.K. and Branscombe, N.R. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. 3, pp. 9, pp. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. Furthermore, quantitative studies open for assessing different types of fans (from highly involved to more occasionally involved fans) and how these fans embrace and, or resist commercialization. However, there is a general shortage of quantitative studies to test the specified relationships on larger samples. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. 378-390, doi: 10.1016/j.smr.2016.02.002. The second stage of the review process, i.e. 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). 341-358. The varying implications for fans are also present when looking at the main outcome variables. 6) Difficulty in minority sports getting any sponsors. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football. We use the term football for European style football (soccer). Sports teams are businesses like any other and they need to make money to survive. * Fleischmann, A.C. and Fleischmann, M. (2019), International orientation of professional football beyond Europe: a digital perspective on the global reach of English, German and Spanish clubs, Sport, Business and Management, Vol. Additionally, instead of focusing on attitudes towards the team or athlete, Parganas etal. 2, pp. Dubal (2010) illustrates that these frictions can open up fans to increase their influence through, for instance, uniting in fan communities. Merkel, 2012), and the pursuit of teams to engage with more fans (e.g. The Pro's and Con's for the Sport! While local culture, norms, and history may still play a role, Petersen-Wagner (2017) argues that commercialization drives an individualization of fans. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. Outline three negative impacts of commercialisation in sport on spectators (3 marks). This review also illustrates methods for studying online contexts are scarce (see Table2). From a management perspective, the review stresses the importance of being cautious in, e.g. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. 119-150, doi: 10.1016/S1441-3523(01)70072-1. All fans want to see their team succeed and are not fussy about the sponsor's logo on the team shirt or billboards around the ground. PDF Title: Commercialization of sport Tuesday, 21 April 2020 Management of sport for profit makes sport a product to be bought and sold. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. Wakefield, L.T. three negative impacts of commercialisation in sport on spectators - more media interest. Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. Furthermore, resistance may be evoked due to commercial influences on existing traditions and rituals (Hognestad, 2015). 19 No. which factors have led to the commercialisation of sport? * Dubal, S. (2010), The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Vol. The review contributes with an analysis of studies and an agenda for future research, focusing on how fans are affected byand respond toincreasing commercialization. 407-418, doi: 10.1016/j.smr.2018.06.001. * Real, M.R. 13 No. 1, pp. These themes are to some extent overlapping, and studies sometimes focus on more than one of the consequences for fans. It can also help young people find a hobby which gets them off the streets and discourages them from crime. 3, pp. Several of the reviewed papers are written with a theoretical foundation in either identity theories (e.g. Commercialization is defined as the process of subordinating traditional values and norms in favour of profit maximization (Fritz etal., 2017). 45 No. For example, when a national team does well at the Olympics the number of children taking up the sport increases. Thus, commercialization can spur opportunities for teams and, or athletes to earn more profits and therein, to become more successful. DeSchriver, T.D., Rascher, D.A. While different methodological perspectives are generally positive, the results show that conceptual studies, and to a certain extent qualitative studies, seem to be more focused on the negative effects on fans (Table8). 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). 2, pp. 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. 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. 28 No. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 1, pp. The literature has mainly derived conclusions from European elite football contexts. 560-572, doi: 10.1080/14660970.2016.1221822. 4 No. 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. 1-18, doi: 10.1080/16184742.2020.1871394. 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). * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. Dwyer, B. The structured review shows that the impacts of commercialization on fans relate to four different themes. 25, pp. 4, pp. 1, pp. (2001), The psychological continuum model: a conceptual framework for understanding an individual's psychological connection to sport, Sport Management Review, Vol. In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. 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. In European contexts and in a competition like the Olympics, elite sports often have close associations to ideals of amateurship and local connectedness. fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. 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. and Emery, P.R. 880-896, doi: 10.1080/14660970.2011.609686. 1-19, doi: 10.1123/ijsc.4.1.1. 6, pp. 8 No. 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. 324-348, doi: 10.1108/EJM-10-2014-0633. There are many forms of media to show sports such as social media, radio, TV and newspapers. 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. 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). 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. 1233-1251, doi: 10.1108/03090561211247810. Swanson, K.K. conducting the review, aims to ensure a valid search process. and Foster, W.M. For this review, commercialization, fans, and elite sports are the main concepts. 363-376, doi: 10.1016/j.smr.2017.08.007. One of the main problems with increased commercialisation from a fan's perspective is the feeling the increased costs are passed on to them. * Hognestad, H.K. This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). 13 No. 217-239, doi: 10.1080/14775085.2013.846228. 2, pp. 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. 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. This implies a process that remains strict to the scope, as well as to the relevance of the paper (Tranfield etal., 2003). 13 No. 30 No. To extend the scope of the search, we, based on an overview of related papers found in the preliminary stages of this review and the literature review on the concept of commercialization, included the following terms: Commodification, Marketization, Modernization and Globalization. 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). The study indicates that most fans do not want this privatization development for two reasons: to prevent commercial interests in more than one club and for reasons of traditional and social interest. 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. Apart from commercialization of elite sports, studies have as well examined its impacts on tourism (Swanson and Timothy, 2012), music (Moore, 2005) and to cultural customs (Belk, 1987). 26 No. * 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. 41 No. Negative impacts of commercialisation of education