From the time when education started its first phase of commercialisation, the responsibilities of the teacher too, have been compromised. Andon and Houck, 2011), Commercialization can reduce, or establish the loyalty among fans (e.g. which factors have led to the commercialisation of sport? 3, pp. The failed attempts by club owners to start a European Super League in football [1] (Panja and Smith, 2021) and the debates of whether to allow sponsorship within College Sports in the USA (Zhang etal., 2005) are two examples when commercialization has been heavily criticized. It can also help young people find a hobby which gets them off the streets and discourages them from crime. Rose, M., Rose, G.M., Merchant, A. and Orth, U.R. This implies a process that remains strict to the scope, as well as to the relevance of the paper (Tranfield etal., 2003). Major sport events having a major impact on local societies through increased tourism, new infrastructure etc. It is exemplified in this review process by the strict criteria for including papers that explicitly addressed the impacts of commercialization on fans. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. At this stage of the field's early maturity (42 papers in this review), we do not know for sure. However, some research indicates that fans may also perceive commercialization as a positive process. 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. 6 No. - more media interest. 6, pp. 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. (2019) studied German football fans' attitudes towards selling more than 50% of clubs to private investors. 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. 323-344, doi:10.1080/16184742.2014.926379. Sponsorship places on the team clothes increasing in worth, Transforming ownership structures of elite sport teams and increase in private owners, Private investors taking over to either make profits (e.g. 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). * Dos Santos, M.A., Moreno, F.C., Guardia, F.R. Second, fans are viewed as individuals with a psychological connection to a sport, a team and, or an athlete (Funk and James, 2001). Liang, Y. 4, pp. 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). 34 Nos 17-18, pp. 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. Subcultural capital and the commercialization of a music scene, Examination of women's sports fans' attitudes and consumption intentions, Citizen, consumer, citimer: the interplay of market and political identities within contemporary football fan cultures, A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Linking sport team sponsorship to perceived switching cost and switching intentions, The football supporter in a cosmopolitan epoch, Your Neighbors Walk Alone (YNWA): urban regeneration and the predicament of being local fans in the commercialized English football league, Deep fan: mythic identification, technology, and advertising in spectator sports, Support your local team: resistance, subculture, and the desire for distinction, The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, International Journal of Sports Marketing and Sponsorship, Literature review as a research methodology: an overview and guidelines, The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, Sport consumer typologies: a critical review, Business and Information Systems Engineering, Globalization, commercialization and individualization: conflicts and changes in elite athletics, Souvenirs: icons of meaning, commercialization and commoditization, The ball may be round but football is becoming increasingly Arabic: oil money and the rise of the new football order, How value is disrupted in football fandom, and how fans respond, An alternative football club in a liquid modernity: FC United of Manchester, Football and community empowerment: how FC Sankt Pauli fans organize to influence, Towards a methodology for developing evidence-informed management knowledge by means of systematic review, Exploring customer-to-customer value co-creation platforms and practices in team sports, Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events, The determinants of stadium attendance in elite womens football: evidence from the UEFA Womens Champions League, Sports fan experience: electronic word-of-mouth in ephemeral social media, Handbook of research on the impact of fandom in society and consumerism, in, Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context, The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, The uniqueness of sport: testing against marketing's empirical laws, Building global football brand equity: lessons from the Chinese market, Asia Pacific Journal of Marketing and Logistics, If we build it, will they come? 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). In some countries, the influence of fans over their clubs is institutionalized in laws that restrict clubs from being governed solely by private investors (e.g. Bodet, G. and Chanavat, N. (2008), Building global football brand equity: lessons from the Chinese market, Asia Pacific Journal of Marketing and Logistics, Vol. Commercialization is increasingly evident in many elite sports service ecosystems (e.g. 2, pp. 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. 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. For fans, we used the following terms: Fans, Consumers and Supporters. 378-390, doi: 10.1016/j.smr.2016.02.002. 15 No. 3, pp. 363-376, doi: 10.1016/j.smr.2017.08.007. 323-339, doi: 10.1123/ssj.9.4.323. Andon and Houck (2011) study fan emotions in relation to the NHL Winter Classic, a special and commercial sporting event. In the following sections, we analyse the state of research and present a research agenda to serve future studies. Bauer, H.H., Stokburger-sauer, N.E. 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. 19 No. Gantz, W., Wang, Z., Paul, B. and Potter, R.F. Fans, i.e. the heritage of the sport or the team, fan emotions can be intensified. For instance, 16 articles are related to impacts on Fan Behaviours, while only 4 articles deal with impacts on Fan Emotions. 15, pp. 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. These effects are increased injuries, possible loss of tradition in the sport and the exclusion of athletes due to loss of access of the technology. 4, pp. * Hyatt, C.G. The Pro's and Con's for the Sport! 14 No. 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). They provide needed publicity and create and maintain spectator interest among large numbers of people. 198-218. This skewness mirrors the emerging nature of this research stream and emphasizes that several themes require more studies. * Richardson, B. and Turley, D. (2006), Support your local team: resistance, subculture, and the desire for distinction, Advances in Consumer Research, Vol. 2, pp. 600-619, doi: 10.1177/1469540515611199. As they did not focus on how the process of commercialization affects fans, they were excluded. (2009), The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, European Journal for Sport and Society, Vol. * Mason, D. (1999), What is the sports product and who buys it? A review of the literature and a research agenda", Sport, Business and Management, Vol. Commercialisation also offers a distraction from the game as the top name players are singed up by major labels to promote products. Thus, it is important to include a variety of databases to obtain a valid foundation for analysis (Tranfield etal., 2003). 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. In the previous literature, other concepts are often interlinked to commercialization of elite sports, such as commodification, marketization, modernization and globalization. 2, pp. 25-49, doi: 10.1080/16184742.2013.865248. * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. 217-232, doi: 10.1080/14775085.2016.1231621. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. 3, pp. 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. 1, pp. 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. 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. 4, pp. * Giulianotti, R. (2002), Supporters, followers, fans and flaneurs: a taxonomy of spectator identities in football, Journal of Sport and Social Issues, Vol. There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. 510-531, doi: 10.1080/02642069.2016.1255730. 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. fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. and Timothy, D.J. 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. Another reason for the difficulties in finding clear consensus is the variety of applied methods. 515-531, doi: 10.1080/19406940.2015.1063530. As qualitative studies seem more negative than quantitative, this may also change the view of commercialization as primarily negative for fans. 22, pp. It is also important to note that fans are not a homogenous group (Wang etal., 2020). 274-288, doi: 10.1080/14660970.2019.1597717. This paper highlights that commercialization is a complex and multifaceted process that affects the service ecosystems of elite sports and its fans. 457-484, doi: 10.1080/16184742.2017.1318410. As a final stage, we assessed leading marketing journals, with an explicit perspective on individuals as customers. 2, pp. 21 No. (2016), How context shapes value co-creation: spectator experience of sport events, Service Industries Journal, 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. Jonas Nilsson (PhD) is associate professor in Business Administration at University of Gothenburg, Sweden. Finally, attitudes among fans have also been studied in relation to the increased tensions between the local and global that commercialization contributes to. 10 No. 4 No. 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. Hence, papers with little relevance and/or only a minor focus on the impacts of commercialization on fans of elite sports were excluded. 87-100, doi: 10.1111/j.1542-734x.1987.1001_87.x. 6) Difficulty in minority sports getting any sponsors. Positive impacts of commercialisation on society. 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. This is at a time when there is national worry about the health of young people with regards to what they eat and the level of exercise they participate in. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 4, 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. Garca, B. and Welford, J. 23 Nos 1-2, pp. Stenling, C. and Fahln, J. 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). 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. 99-113, doi: 10.1080/014904001300181693. Thus, Table4 is a combination of theoretical frameworks as well as theoretically oriented concepts. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. However, as pointed out in this review, several aspects of intensified commercialization may also lead to positive responses and effects on fans. In an elite sport context, the attitude object can range from an individual athlete to a team, league, or sport. In addition, modernization and globalization are often related to commercialization, as they highlight that a commercial logic motivates organizations and other actors to modernize and globalize to gain financial revenues (Backman and Carlsson, 2020).
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