Qualitative approaches are dominant in previous literature (18 of 42 papers), and several papers (11) are conceptually written. Numerato and Giulianotti, 2018). 25-44, doi: 10.18666/jasm-2016-v8-i4-7221. Fritz etal., 2017). However, as pointed out in this review, several aspects of intensified commercialization may also lead to positive responses and effects on fans. 20 No. 3 No. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). As elite sports are often characterized by close bonds between fans and teams or athletes, the different dimensions of commercialization impact this relationship. 70-91, doi: 10.1080/23750472.2018.1481765. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode. Study with Quizlet and memorize flashcards containing terms like What 4 things may commercialisation impact relating to sport?, List 3 positive impacts of commercialisation on society, List 2 negative impacts of commercialisation on society and more. 392-412, doi: 10.1080/16184742.2016.1276208. From the time when education started its first phase of commercialisation, the responsibilities of the teacher too, have been compromised. (2001), The psychological continuum model: a conceptual framework for understanding an individual's psychological connection to sport, Sport Management Review, Vol. While critical theory generates interesting results, we advocate for more studies with theorization that can provide perspectives on how fans respond to and are affected by commercialization. * Meng, M.D., Stavros, C. and Westberg, K. (2015), Engaging fans through social media: implications for team identification, Sport, Business and Management, Vol. 3, pp. 159-169, doi: 10.1108/02651339710170230. 4, pp. Funk, D.C. and James, J. The positive and the negative impacts of commercialised activity (sponsorship and the media) on the following: performer ; sport ; official; audience/spectator ; sponsor/company. Giulianotti, 2011). * Kerr, A.K. Four papers explicitly touched upon fan loyalty in connection to commercialization. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. 377-391, doi: 10.1080/14660970.2012.655507. Several of the reviewed papers are written with a theoretical foundation in either identity theories (e.g. and Schreyer, D. (2016), The future of professional football: a Delphi-based perspective of German experts on probable versus surprising scenarios, Sport, Business and Management: An International Journal, Vol. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 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). Disadvantages with Commercialized Sport. There is a dominance of papers applying identity theory and social identity theory (15 papers), highlighting the importance of fandom to self-identity construction. Table1 provides a detailed list of activities and processes that exemplify intensified commercialization and how it impacts different elite sports. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. 1487-1510, doi: 10.1108/EJM-03-2012-0140. 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 . Table2 highlights the methods used in the research to date. 4 No. 11, pp. Behrens and Uhrich (2019) emphasize that commercialization has increased the presence of foreign fans, so-called satellite fans.
Negative impacts of commercialisation of education 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. Kelley, K., Harrolle, M.G. First, it will assess the view that modern sport was a lagged by-product of the . Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. 227-242, doi: 10.1080/16184742.2012.679949. We thereafter extended the search to academic journals explicitly focusing on sports and elite sport management, i.e. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. Liang, Y.
Effect of Commercialization on Sporting Events - UKEssays.com For instance, new ways of organizing events and organizing a fan community can form a perceived disenchantment and over-rationalization that fans resist (Hognestad, 2012). 29 No. 3, pp. Sponsorship has been extensively researched in relation to fans' attitudes. 6 No. 10 No. Most of the articles are based on qualitative research methodology (18 articles). 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). For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. Thus, studying other contexts with different background and traditions of sport is important to gain an holistic understanding of commercialization. As indicated, the service ecosystems of elite sports are increasingly influenced by commercialization (Laurell and Soderman, 2018). Erik Winell is the corresponding author and can be contacted at: http://creativecommons.org/licences/by/4.0/legalcode, https://www.nytimes.com/2021/04/22/sports/soccer/super-league-soccer.html, Professionalization of elite sport teams who are driven as business-oriented corporations, Financial performance measures and employees recruited based on marketing expertise, The creation of a global transfer market for players in major team sports, Signing and selling players for substantive transfer fees. 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. 22 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. 32 No. 22 No. Additionally, the lack of papers in other geographical contexts, distant from Europe, is also striking when assessing the geographical homogeneity of the reviewed papers. - growing public interest and spectatorship. 50 No. NHL Winter Classic). Commercialized sports was one of several male bastions. 386-410, doi: 10.1177/0193723505280530. He has published in journals such as International Journal of Event and Festival Management, Tourism Management, and Journal of Sustainable Tourism. The review contributes with an analysis of studies and an agenda for future research, focusing on how fans are affected byand respond toincreasing commercialization. Meier, H.E. Fans, i.e. and Backhaus, C. (2013), Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, European Journal of Marketing, Vol. For instance, in the dominant setting, i.e. 323-344, doi:10.1080/16184742.2014.926379. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. 1, pp. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. 4, pp. 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. 6 No. He has also co-edited books on events for Routledge and Edward Elgar.
Advantages and disadvantages of using technology in sport * Totten, M. (2016), Football and community empowerment: how FC Sankt Pauli fans organize to influence, Soccer and Society, Vol. (2003) comprising three main stages: planning, conducting, and reporting. 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). Methodologically, the review builds on the method suggested by Tranfield etal. 3, pp. 265-289, doi: 10.1080/16184742.2017.1279203. 28 No. 21 No. 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. Erik Lundberg PhD is associate senior lecturer in Marketing and at the Centre for tourism, University of Gothenburg, Sweden. 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). Management of sport for profit makes sport a product to be bought and sold. 9, pp. Thus, there is an urgency in approaching fans of women's elite sports and discussing how they respond to commercialization. There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. 18 No. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 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. In an ethnographic study of an English premier league team, Putra (2019) highlights that the commercialization of the club, the possibility of selling tickets to foreign fans, and increasing ticket prices can potentially reduce loyalty among local fans. 3, 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. Outline three positive impacts of commercialisation in sport on performers (3 marks).
A level PE - commercialisation and the media Flashcards 119-150, doi: 10.1016/S1441-3523(01)70072-1. (2012), New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Soccer and Society, Vol. Instead, responses differ depending on aspect(s) of commercialization, geographical context(s) and the outcome variable(s) studied. 1-18, doi: 10.1080/16184742.2020.1871394. This development supports financial growth and, e.g. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. 14 No. 41 No. Yet, considering the scarcity of papers examining the effects of elite sport commercialization in other contexts, it is important to broaden the contextual applications and conceptual breadth. 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). 4, pp. 6, pp. Heere, B., James, J., Yoshida, M. and Scremin, G. (2011), The effect of associated group identities on team identity, Journal of Sport Management, Vol. 28, pp. 3, pp. 2, doi: 10.1108/SBM-05-2014-0025. As shown in this review, commercialization is not unidimensional. 5, pp. Hence, papers that discuss commercialization and elite sports in broader terms were excluded from the review. 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.
three negative impacts of commercialisation in sport on spectators * Real, M.R. Performer. Broadcasted sports as an entertainment product, Athletes/players/teams becoming global brands, Expansion of marketing reach beyond domestic borders. (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. 3, pp. Backman, J. and Carlsson, B. 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. 13 No. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. 25, pp. This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). * Hoegele, D., Schmidt, S.L. and Shapiro, S.L. 2, pp. 48 Nos 7-8, pp. 1, pp. In elite sports, commercialization implies a focus on market-oriented ideals, business-like management structures and sponsorship activities (Dubal, 2010). In European contexts and in a competition like the Olympics, elite sports often have close associations to ideals of amateurship and local connectedness. Technology affects many aspects of sport from performance on and off the field to spectating and public profile. 147-159, doi: 10.1016/j.smr.2017.06.003. Fans are defined as individuals with a psychological connection and specific interest in one or several sports, teams, and/or athletes (Funk and James, 2001). (2009), The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, European Journal for Sport and Society, Vol. It has been claimed in some sports that commercialisation results in poorer player performance at international levels. 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. The planning phase focuses on assessing the relevance and limits of the specified topic. Lpez Fras, F.J. (2018), Football transfers and moral responsibility, Soccer and Society, Vol. Kerr and Emery, 2011). Public becomes more knowledgeable. 1, pp. 341-358. 3, doi: 10.1016/j.smr.2019.04.005. 39 No. 2, pp.
PDF The Role of Commercialisation of the European Football Business for the Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. * Giulianotti, R. (2002), Supporters, followers, fans and flaneurs: a taxonomy of spectator identities in football, Journal of Sport and Social Issues, Vol. Several studies share the view that fan resistance develops when commercialization leads to perceived alienation (Duke, 2002; Hewer etal., 2017). Commercialization is defined as the process of subordinating traditional values and norms in favour of profit maximization (Fritz etal., 2017). To understand how commercialization affects fans of elite sports, we perform a structured review. Uhrich, S. (2014), Exploring customer-to-customer value co-creation platforms and practices in team sports, European Sport Management Quarterly, Vol. 3) Some sponsorship (for example, alcohol, fast food) gives a bad image of sport 4) Generous sponsorship is only available to the elite few. Commercialisation. 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. Positive impacts of commercialisation on society. 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 in Sports - COMMERCIALIZATION DEFINITION - Studocu 2023 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. and Branscombe, N.R. * Delia, E.B. 217-232, doi: 10.1080/14775085.2016.1231621. Ritzer and Stillman (2001) study the modernization of baseball stadiums and how this affects fan emotions. Commercialization of sports results in an industry that provides revenue for national and local economics through event revenue, taxes, employment and sponsorship. The results are organized according to (1) methodological applications, (2) studied contexts and (3) the theoretical nature of the reviewed articles. 10 No. Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. 279-297, doi: 10.1177/1469540517747094. 1, pp. 23 No. 529-546, doi: 10.1108/SBM-09-2017-0042. Students should be taught to justify why the impact . 13 No. We then categorized the papers based on empirical contexts: the type of sport studied, the geographical focus, and the gender balance (Table 3). * Hyatt, C.G. 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. 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. Belk, R.W. The geographical areas of the studies provide many different results on how fans are affected by commercialization (Table9). 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. The relationship between sport, sponsorship and the media. Some studies have been conducted on these sports and on commercialization; however, they have not explicitly targeted how commercialization affects fans (e.g. 457-484, doi: 10.1080/16184742.2017.1318410. These types of brand extensions are discussed as sports organizations' activities going beyond the core product of the team to generate more revenues, for example, marketing branded merchandise to extend the fan experience (Abosag etal., 2012). 7, pp. 184-197, doi: 10.1016/j.smr.2016.04.006. 1, pp.
The Positives and Negatives of Commercialism - GraduateWay 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. Zhang, Z., Won, D. and Pastore, D.L. Yet, some themes have received considerably more attention than others. Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999). - sponsorship. For instance, Frew and McGillivray (2008) argue, through an observational study of fan parks at the FIFA World Cup 2006, that sponsor-organized environments may transfer the control of creating fan identities from fans to other actors (e.g. 4, pp. 19 No. Yoshida, M., Gordon, B., Nakazawa, M. and Biscaia, R. (2014), Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context, Journal of Sport Management, Vol. (2012) study clubs from a branding perspective and focus on the implications of commercial brand extensions on fans' emotions. Additionally, instead of focusing on attitudes towards the team or athlete, Parganas etal. Dixon, 2014; Kennedy, 2012). Laurell, C. and Soderman, S. (2018), Sport in business studies: a state-of-the-art literature review, Sport, Business and Management, Vol. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. With increased exposure of the game comes increased participation. 359-376, doi: 10.1080/14660970.2012.655505. As a final stage, we assessed leading marketing journals, with an explicit perspective on individuals as customers. 104, pp. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. 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. * Richardson, B. and Turley, D. (2006), Support your local team: resistance, subculture, and the desire for distinction, Advances in Consumer Research, Vol. 4, pp. 1-19, doi: 10.1123/ijsc.4.1.1. Visit emeraldpublishing.com/platformupdate to discover the latest news and updates, Answers to the most commonly asked questions here, 2022, Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson, References marked with an asterisk indicate studies included in the review, Examining the relationship between brand emotion and brand extension among supporters of professional football clubs, Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Brand image and fan loyalty in professional team sport, Club members in German professional football and their attitude towards the 50+1 RuleA stakeholder-oriented analysis, Uniting a sport teams' global fan community: prototypical behavior of satellite fans enhances local fans' attitudes and perceptions of groupness, A child's Christmas in America: Santa Claus as deity, consumption as religion, The effects of emotions on football spectators' satisfaction and behavioural intentions, Football's emerging market trade network: ego network approach to world systems theory, Experiential marketing in sport spectatorship services: a customer perspective, The Politics and Culture of FC St. Pauli: from leftism, through anti-establishment, to commercialization, A digital ethnography of fan reaction to sponsorship termination, Football fandom and Disneyisation in late-modern life, Influence of the virtual brand community in sports sponsorship, The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Divided loyalty?