13 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. - growing public interest and spectatorship. We then analysed the content and findings to perform a relevant thematic analysis. Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. Commercialisation. 10 No. 23 No. 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). Kelley, K., Harrolle, M.G. signing new sponsors, building new arenas, and setting up a strategy to communicate with fans. * Hognestad, H.K. The structured review shows that the impacts of commercialization on fans relate to four different themes. 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. 3, pp. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. 12 No. 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). * Merkel, U. * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. 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. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 14 No. Behrens and Uhrich (2019) emphasize that commercialization has increased the presence of foreign fans, so-called satellite fans. As indicated, the service ecosystems of elite sports are increasingly influenced by commercialization (Laurell and Soderman, 2018). While there are probably more positive than negative impacts of commercialization in sports, there are still some negatives worth mentioning. 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). 1, pp. As they did not focus on how the process of commercialization affects fans, they were excluded. Advantages & disadvantages of commercialization in sports Stewart, B., Smith, A. and Nicholson, M. (2003), Sport consumer typologies: a critical review, Sport Marketing Quarterly, Vol. - sponsorship. 323-344, doi:10.1080/16184742.2014.926379. Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999). 402-419, doi: 10.1108/03090569910253251. 18 No. Below, we set out a research agenda focusing on methodological, theoretical, conceptual, and empirical development. Fans, i.e. (2016) illustrate that as sponsors increase in numbers, it is important for the sponsoring brand to match its brand identity with the team identity. Para enviarnos tus inquietudes, ideas o simplemente saber ms acerca de Cuida Tu Dinero, escrbenos. Outline three negative impacts of commercialisation in sport on spectators (3 marks). Second, fans are viewed as individuals with a psychological connection to a sport, a team and, or an athlete (Funk and James, 2001). 328-345, doi: 10.1123/SSJ.2019-0126. John has published within Tourism Management, International Journal of Contemporary Hospitality Management, Event Management, Scandinavian Journal of Tourism and Hospitality. Thus, there is an urgency in approaching fans of women's elite sports and discussing how they respond to commercialization. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. 181-198, doi: 10.1080/14775080802310223. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. * Torchia, D. (2016), An alternative football club in a liquid modernity: FC United of Manchester, Culture and Organization, Vol. 33 Nos 3/4, pp. 4 No. The third most applied theoretical framework is cultural theory. 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. For instance, in the dominant setting, i.e. It is a multifaceted process which may take on many different forms. Developing the quantitative stream can, for instance, measure attitudes and emotions and how commercialization of elite sport influences these. Heere, B., James, J., Yoshida, M. and Scremin, G. (2011), The effect of associated group identities on team identity, Journal of Sport Management, Vol. Advantages And Disadvantages Of Commercialisation Of Sports (2012) and Dos Santos etal. For example, when a national team does well at the Olympics the number of children taking up the sport increases. 3, pp. 205-226, doi: 10.1123/jsm.22.2.205. 3, pp. 20 No. It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . 4, pp. Radio was the first form to show sports and now TV is the most powerful form for spectator to . 43 No. The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. Such a structured procedure increases the validity and reliability of the study (Snyder, 2019). This article focuses on three aspects of the historical relationship between sport and industry. 14 No. 5, pp. and Emery, P.R. 378-390, doi: 10.1016/j.smr.2016.02.002. 6, pp. 14 No. 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. 6, pp. Gantz, W., Wang, Z., Paul, B. and Potter, R.F. 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). He has published in journals such as International Journal of Event and Festival Management, Tourism Management, and Journal of Sustainable Tourism. 3, pp. These are well-known research themes in the fan literature (see the eight dimensions proposed by Stewart etal. Chanavat and Bodet (2014) argue that overcommercialization, such as clubs having an overly strong emphasis on (inappropriate) sponsorship activities, leads to negative fan attitudes towards elite sport actors (Chanavat and Bodet, 2014). Their money, time and passion are the cornerstones for this intensified commercialization. Whether you need to fix, build, create or learn, eHow gives you practical solutions to the problems life throws at you. 4 No. 606-621, doi: 10.1123/jsm.25.6.606. Table5 summarizes each theme and the major results found in the specific papers. * Dubal, S. (2010), The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Vol. and Foster, W.M. Another aspect of commercialization revolves around the ownership structures of teams. 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. Woisetschlger etal., 2013), new types of ownership structures (e.g. These changes may negatively affect fans' engagement with and perceived value of being fans (Tinson etal., 2021; Hognestad, 2015). 1, pp. 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. 22-34, doi: 10.1080/14610980008721860. (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. 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. John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. Dos Santos etal. 87-100, doi: 10.1111/j.1542-734x.1987.1001_87.x. Factors leading to increased commercialisation. Tables 69 have, at least, one thing in common; negative effects on, and negative responses of, fans dominate. * 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. 227-242, doi: 10.1080/16184742.2012.679949. The review contributes with an analysis of studies and an agenda for future research, focusing on how fans are affected byand respond toincreasing commercialization. The Positives and Negatives of Commercialism - GraduateWay Another line of research focuses on how commercial elements are used to elicit emotions among fans, for instance, by drawing upon nostalgia. Furst, R.T. (1971), Social change and the commercialization of professional sports, International Review of Sport Sociology, Vol. 253-265, doi: 10.1123/jsm.2012-0275. 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. (2011), Divided loyalty? Therefore, in line with Garca and Welford (2015), future research must delve into other types of elite sports and other geographical settings to understand how commercialization affects fans to elite sports. 153-173. 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. The geographical areas of the studies provide many different results on how fans are affected by commercialization (Table9). Management of sport for profit makes sport a product to be bought and sold. (2014), Estimating consumer spending on tickets, merchandise, and food and beverage: a case study of a NHL team, Journal of Sport Management, Vol. Reddit - Dive into anything 3, pp. 18 No. 2, pp. 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. The authors find that the nostalgic cues used in this event are a means to yield excitement and evoke more emotions (Andon and Houck, 2011). Having split loyalties, Hognestad (2012) argues that Norwegian fans can have favourite clubs both locally and in other leagues (so-called poly-supporter). This should be addressed given the rapid increase in commercial influences in women's elite sports (Meier and von Uechtriz, 2020; Mumcu etal., 2016). 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. 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. 4, pp. * Hewer, P., Gannon, M. and Cordina, R. (2017), Discordant fandom and global football brands: 'Let the people sing', Journal of Consumer Culture, Vol. 3, pp. 377-391, doi: 10.1080/14660970.2012.655507. 323-339, doi: 10.1123/ssj.9.4.323. 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. Hoegele etal., 2014; Meng etal., 2015). While it is difficult to generalize from the four papers, most arguments discuss the negative impacts of commercialization on fan loyalty. 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. PDF Title: Commercialization of sport Tuesday, 21 April 2020 (2015), 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, Journal of Sport and Social Issues, Vol. 274-288, doi: 10.1080/14660970.2019.1597717. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. 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. Four papers explicitly touched upon fan loyalty in connection to commercialization.
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