336-355, doi: 10.1177/1469540517744692. * Chanavat, N. and Bodet, G. (2014), Experiential marketing in sport spectatorship services: a customer perspective, European Sport Management Quarterly, Vol. Several of the studies set in English elite football point out the negative effects of intensified commercialization. * Petersen-Wagner, R. (2017), The football supporter in a cosmopolitan epoch, Journal of Sport and Social Issues, Vol. Commercialization in Sports - COMMERCIALIZATION DEFINITION - Studocu 14 No. 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. 4, pp. In addition, surveys are the most used method for collecting data (11 articles). 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. 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. 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 . 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. Effect of Commercialization on Sporting Events - UKEssays.com On the same topic, Delia (2017) studied fan identities in the service ecosystem of cycling and found that long-term sponsorship may result in positive legacy effects. Garca, B. and Welford, J. 41 No. Many conceptual studies apply critical theory and, as such, perhaps a built-in critical perspective towards increasing commercialization. 203-240. (2012), New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Soccer and Society, Vol. 560-572, doi: 10.1080/14660970.2016.1221822. Increasingly, advances in technology influence grass-roots as well as elite sport. 25-46, doi: 10.1177/0193723502261003. The literature has mainly derived conclusions from European elite football contexts. 34 Nos 17-18, pp. Several of the reviewed papers are written with a theoretical foundation in either identity theories (e.g. The Pro's and Con's for the Sport! 3, pp. and Torgler, B. Commercialisation also offers a distraction from the game as the top name players are singed up by major labels to promote products. 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. He has published in journals such as International Journal of Event and Festival Management, Tourism Management, and Journal of Sustainable Tourism. 33 No. 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. 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. ; 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. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. Thus, we encourage future studies to cover a wide variety of aspects to better comprehend the connection between commercialization and fans. (2014), Estimating consumer spending on tickets, merchandise, and food and beverage: a case study of a NHL team, Journal of Sport Management, Vol. However, commercialization may also encounter severe resistance in elite sports service ecosystems. Fleischmann and Fleischmann (2019) find that through social media, domestic fans more easily bond emotionally with their teams. 2, pp. Woisetschlger etal., 2013), new types of ownership structures (e.g. Woisetschlger etal., 2013). (2012) and Dos Santos etal. Tables 69 have, at least, one thing in common; negative effects on, and negative responses of, fans dominate. (1990), Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Journal of Sport and Social Issues, Vol. Whether you need to fix, build, create or learn, eHow gives you practical solutions to the problems life throws at you. Each paper was summarized to review how fans are affected by an increasing commercialization. - professionalism. 3.2 Positive and negative impacts of commercialisation on sport - Quizlet At this stage of the field's early maturity (42 papers in this review), we do not know for sure. 4, pp. * Hoegele, D., Schmidt, S.L. 23 No. The resulting themes emerged without any specific analytical or theoretical model and set the basis for the analysis and research agenda. On an overarching level, the results indicate that increasing commercialization can lead to both value-co-creation and value-co-destruction in these service ecosystems. 15 No. There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). Jonas Nilsson (PhD) is associate professor in Business Administration at University of Gothenburg, Sweden. 6 No. Globalization of sports - Wikipedia The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode. These studies focus, for instance, on how fans may respond to commercialization by resisting these influences. 203-220, doi: 10.1080/14759551.2016.1161625. References marked with an asterisk indicate studies included in the review. 1, pp. 217-232, doi: 10.1080/14775085.2016.1231621. Several studies are discussing this intensified commercialization in general and its consequences for fans (e.g. Most of the articles are based on qualitative research methodology (18 articles). 28 No. Thus, Table4 is a combination of theoretical frameworks as well as theoretically oriented concepts. (2013), Emotion and memory in nostalgia sport tourism: examining the attraction to postmodern ballparks through an interdisciplinary lens, Journal of Sport and Tourism, Vol. 3, pp. 22 No. Instead, responses differ depending on aspect(s) of commercialization, geographical context(s) and the outcome variable(s) studied. 127-163, doi: 10.1080/16184740903563406. 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. Thus, it is important to include a variety of databases to obtain a valid foundation for analysis (Tranfield etal., 2003). Globalization not only impacts the way in which sports are conducted and organised but also how they are perceived and what they mean in today's world . 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. 199-217, doi: 10.1108/SBM-06-2013-0013. Khondker and Robertson, 2018). Stokvis, R. (2000), Globalization, commercialization and individualization: conflicts and changes in elite athletics, Culture, Sport, Society, Vol. Snyder, H. (2019), Literature review as a research methodology: an overview and guidelines, Journal of Business Research, Vol. 175-181. 00:0112:45. We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. Students should be taught to justify why the impact . Gantz, W., Wang, Z., Paul, B. and Potter, R.F. First, it will assess the view that modern sport was a lagged by-product of the . There were also articles covering general sport-related issues, such as the governance of the Olympics, which only briefly mentions fans. 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. The third most applied theoretical framework is cultural theory. 3, pp. 7 No. fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. * Parganas, P., Papadimitriou, D., Anagnostopoulos, C. and Theodoropoulos, A. 181-198, doi: 10.1080/14775080802310223. Here, commercialization threatens fans' existing involvement with the sport entity (e.g. 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. This yielded 42 additional articles. Disadvantages with Commercialized Sport Essay Example - GraduateWay 15, pp. 121-134, doi: 10.1080/16138171.2009.11687833. For example, new leagues are created in, e.g. 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. 13 No. For example, when a national team does well at the Olympics the number of children taking up the sport increases. Commercialisation is about media exposure for the sport. The journals included for this stage were Journal of Consumer Research; Journal of Consumer Psychology; Journal of Marketing; Psychology and Marketing; Journal of Marketing Research, Marketing Science; Advances in Consumer Research; Marketing Letters; Marketing Theory; Consumption, Markets and Culture. Table5 summarizes each theme and the major results found in the specific papers. 30 No. Rose, M., Rose, G.M., Merchant, A. and Orth, U.R. While local culture, norms, and history may still play a role, Petersen-Wagner (2017) argues that commercialization drives an individualization of fans. (2006), Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Vol. Selling souvenirs connected to the team history, Commercial actors increase their impact on elite sports, Increased influence and coverage of mass-media such as major broadcasters, Broadcasting deals sold for billions of money (e.g. 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 . 50 No. signing new sponsors, building new arenas, and setting up a strategy to communicate with fans. 9 No. Methodologically, the review builds on the method suggested by Tranfield etal. 2, pp. 489-499, doi: 10.1016/j.tourman.2011.10.007. 23 No. 2, pp. * 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. 4, pp. and Casper, J.M. Through a structured review of current research, several insights have been presented. 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). (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. 4, 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. 22 No. We thereafter extended the search to academic journals explicitly focusing on sports and elite sport management, i.e. As Turk points out: Unlike a retail clerk, the teacher's role is not to sell a product or please customers. 2, pp. 6 No. 25 No. * Woisetschlger, D.M., Haselhoff, V.J. 3, pp. 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. Therefore, ideals related to this heritage may be prone to collide with intensified commercialization (Numerato and Giulianotti, 2018). 119-150, doi: 10.1016/S1441-3523(01)70072-1. 17 No. 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). 147-159, doi: 10.1016/j.smr.2017.06.003. 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. (2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. 4, pp. 35 No. Behrens and Uhrich (2019) emphasize that commercialization has increased the presence of foreign fans, so-called satellite fans. Thus, is it fair to conclude that fans respond to and are affected negatively by an increasing commercialization of elite sports? Horbel etal., 2016; Uhrich, 2014). Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). He received his PhD in 2014, where he describes and analyses tourism and event impacts from a sustainable development perspective. 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. 295-319, doi: 10.1108/SBM-10-2014-0043. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. 3, pp. 824-837, doi: 10.1016/j.smr.2020.04.001. 3, doi: 10.1016/j.smr.2019.04.005. 89-96, doi: 10.1007/s12599-014-0315-7. O'Hallarn, B., Shapiro, S.L., Wittkower, D.E., Ridinger, L. and Hambrick, M.E. 3, pp. Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. Yet, some themes have received considerably more attention than others. As indicated, the service ecosystems of elite sports are increasingly influenced by commercialization (Laurell and Soderman, 2018). 2, pp. 3, pp. 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. three negative impacts of commercialisation in sport on spectators (2011), Foreign fandom and the Liverpool FC: a cyber-mediated romance, Soccer and Society, Vol. 46 No. The structured review shows that the impacts of commercialization on fans relate to four different themes. Again, commercialization is neither good nor bad it simply is what it is. Kerr and Emery, 2011). For some fans, this focus may imply tensions and conflicts with their own ideals and perceptions of authenticity (e.g. Numerato and Giulianotti, 2018). Qualitative approaches are dominant in previous literature (18 of 42 papers), and several papers (11) are conceptually written. 5) Performers, teams and events can be manipulated or exploited to suit the sponsor. Radio was the first form to show sports and now TV is the most powerful form for spectator to . Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999). 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. * 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. 123-146, doi: 10.1177/1012690210362426. 3, pp. Some studies also highlight that commercialization can spark fan resistance. 22, pp. 10 No. 6, pp. Essentially, all papers focused on sports for men, and there was no article studying fans in women's elite sports. There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. English elite football, commercialization is mainly associated with negative effects for fans. Thus, there is an urgency in approaching fans of women's elite sports and discussing how they respond to commercialization. 4, pp. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. 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. A level PE - commercialisation and the media. According to commercial ideals, having a modern stadium is deemed fundamental. The literature also illustrates how sponsors affect fan identification. Advertisements on major events rising in terms of worth (e.g. John Armbrecht, PhD is an associate professor at the School of Business, Economics and Law at Gothenburg University. 8 No. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. 815-829, doi: 10.1177/0038038511413426. Why Nike Uses Endorsements & Sponsorships, The average semi-pro footballer's salaries, Instructions for Monopoly Simpsons Edition. Management of sport for profit makes sport a product to be bought and sold. For instance, Delia (2017) illustrates, in the context of cycling, that sponsors may be perceived as a crucial and beneficiary element of an elite sport team and to the fan's identification with the teams. 70-91, doi: 10.1080/23750472.2018.1481765. 1, pp. 11, pp. 2, doi: 10.1108/SBM-05-2014-0025. Fans, i.e. 4, pp. 1, pp. Commercialization and possible fan resistance may not always imply negative consequences on the relationship between teams and fans (e.g. In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). Uhrich, S. (2014), Exploring customer-to-customer value co-creation platforms and practices in team sports, European Sport Management Quarterly, Vol. 359-376, doi: 10.1080/14660970.2012.655505. 87-100, doi: 10.1111/j.1542-734x.1987.1001_87.x. which factors have led to the commercialisation of sport? Hyatt and Foster, 2015; Putra, 2019), Commercialization may lead to resistance towards a commodified sport product and resistance due to perceived sense of alienation (e.g. (2009), The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, European Journal for Sport and Society, Vol. 39 No. Super Bowl Commercials), Increased influence of sponsors on teams and competitions, Branded competitions (e.g. 2, pp. All the above-mentioned concepts refer to how financial ideals become more important to organizations and actors intertwined in the service ecosystems of elite sports. Winell, E., Armbrecht, J., Lundberg, E. and Nilsson, J. 600-619, doi: 10.1177/1469540515611199. Jensen etal., 2012; Dos Santos etal., 2016). 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. 407-418, doi: 10.1016/j.smr.2018.06.001. As fans spend time, resources, and money on activities and apparel related to a team or sport, fans are sometimes, in commercial settings, regarded as customers of elite sports (Giulianotti, 2002). 13 No. Still in a European context, more specifically German elite football, studies have provided more nuanced understanding to commercialization as both negative and positive responses have been presented, e.g. 3, pp. In the previous literature, other concepts are often interlinked to commercialization of elite sports, such as commodification, marketization, modernization and globalization. This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. Considering the multitude of sports, types of fans and geographical contexts, future studies are likely to find more examples of how commercialization positively influences dimensions of being a fan by using a larger variety of theories and concepts. We use the term football for European style football (soccer). For instance, in the dominant setting, i.e. Advantages & disadvantages of commercialization in sports The results are organized according to (1) methodological applications, (2) studied contexts and (3) the theoretical nature of the reviewed articles. There are many forms of media to show sports such as social media, radio, TV and newspapers. 1835-1853, doi: 10.1080/09523367.2017.1341873. 1, pp. The authors illustrate five dimensions generating emotions among fans in stadiums: customers' density, customers' appearance, customer behaviours, arena ambiance and arena design (Uhrich and Benkenstein, 2012). Ritzer and Stillman (2001) study the modernization of baseball stadiums and how this affects fan emotions. The relationship between sport, sponsorship and the media. Commercialization in Professional Sports: Understanding Consumers * 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. They found that if fans identify strongly with a team, it reduces the likelihood that fans switch to a competitive brand (Parganas etal., 2017). Bauers etal. Commercialization of sports results in an industry that provides revenue for national and local economics through event revenue, taxes, employment and sponsorship. Positive impacts of commercialisation on society. 377-391, doi: 10.1080/14660970.2012.655507. As explained above, they are often connected and used as dimensions of commercialization (Numerato and Giulianotti, 2018). Sponsorship in sport - Commercialisation - WJEC - BBC Bitesize Other types of football are specified in the text (i.e. He has also co-edited books on events for Routledge and Edward Elgar. * 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 media promote the commercialisation of sports. 6) Difficulty in minority sports getting any sponsors. 6 No. This is because these tourist fans have not been loyal to the teams for long. * Giulianotti, R. (2011), Sport mega events, urban football carnivals and securitised commodification: the case of the English premier league, Urban Studies, Vol. 28, pp. Regarding identity, the studies highlight that commercialization can contribute to making fan identities globalized. and Exler, S. (2008), Brand image and fan loyalty in professional team sport, Journal of Sport Management, Vol. 1, pp. 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. The media can have both a positive and negative effect on sport. (2014), Superstars as drivers of organizational identification: empirical findings from professional soccer, Psychology and Marketing, Vol. The paper highlights the complex and dynamic nature of commercialization. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). Increased professionalism. Para enviarnos tus inquietudes, ideas o simplemente saber ms acerca de Cuida Tu Dinero, escrbenos. (2016), If we build it, will they come? Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. (2001), The psychological continuum model: a conceptual framework for understanding an individual's psychological connection to sport, Sport Management Review, Vol. * Delia, E.B. 505-522, doi: 10.1080/17430437.2020.1696537 To. PDF Title: Commercialization of sport Tuesday, 21 April 2020 Furthermore, resistance may be evoked due to commercial influences on existing traditions and rituals (Hognestad, 2015). Nonspecific, Cycling, Rugby, Baseball, Basketball, Consumer Attitudes, Stakeholder Theory, Resistance Theory, Ritual Theory, Role-Model Theory, Cultural Capital Theory, Extraordinary Experiences, Spatial Dimension Theory, Image Transfer Theory, Attachment Theory, Environmental Psychology Theory, Network Theory, Symbolic Consumption Theory, Systems and Life World Theory, Hegemony Theory, Commercialization of the role of athletes, teams and fans, Professionalization and market-orientation of elite sport teams management, Athletes becoming star-players and their importance for team identity, Introducing consumption-oriented ideals on fans, Elite sports becoming an entertainment product, Global branding of athletes/players/teams, Increased presence and coverage from media and major broadcasters.
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three negative impacts of commercialisation in sport on spectators