three negative impacts of commercialisation in sport on spectators

3, pp. 253-265, doi: 10.1123/jsm.2012-0275. John has published within Tourism Management, International Journal of Contemporary Hospitality Management, Event Management, Scandinavian Journal of Tourism and Hospitality. 20 Nos 3-4, pp. If a major company sponsors an event it is much more likely to get prime time television coverage, bringing in greater advertising revenues and exposing more people to the sport. Thus, Table4 is a combination of theoretical frameworks as well as theoretically oriented concepts. 28, pp. Stewart, B., Smith, A. and Nicholson, M. (2003), Sport consumer typologies: a critical review, Sport Marketing Quarterly, Vol. 229-252, doi: 10.1080/01639620590905618. 2, pp. 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. Other types of football are specified in the text (i.e. 392-412, doi: 10.1080/16184742.2016.1276208. 4, pp. However, fans may not consider themselves to be customers as their levels of engagement and loyalty to their teams often are very distinct from traditional relationships between a customer and a firm (Numerato and Giulianotti, 2018). The field of sports in the 20th-21st century was influenced by the process of globalization. (2013), Emotion and memory in nostalgia sport tourism: examining the attraction to postmodern ballparks through an interdisciplinary lens, Journal of Sport and Tourism, Vol. Quantitative papers, on the other hand, often find both positive and negative responses among fans. 1, pp. * Hognestad, H.K. Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. The paper highlights the complex and dynamic nature of commercialization. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. However, as pointed out in this review, several aspects of intensified commercialization may also lead to positive responses and effects on fans. 5-23. 323-339, doi: 10.1123/ssj.9.4.323. Wakefield, L.T. 457-484, doi: 10.1080/16184742.2017.1318410. Several studies share the view that fan resistance develops when commercialization leads to perceived alienation (Duke, 2002; Hewer etal., 2017). 26 No. Meier, H.E. Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. 359-376, doi: 10.1080/14660970.2012.655505. 274-288, doi: 10.1080/14660970.2019.1597717. This development supports financial growth and, e.g. 279-297, doi: 10.1177/1469540517747094. Here, commercialization is studied as a process that moves away from, and causes conflicts to traditions and the local connectedness (Duke, 2002). 6 No. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . For fans, we used the following terms: Fans, Consumers and Supporters. 20 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). 6, pp. In some sports, such as franchise-driven American elite sports leagues, professional boxing, professional cycling and Formula One, commercial ideals and structures have been present for a long time. These papers often use critical approaches to commercialization, regularly using concepts such as commodification (e.g. 20 No. * Duke, V. (2002), Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Football Studies, Vol. * Hognestad, H.K. One of the main problems with increased commercialisation from a fan's perspective is the feeling the increased costs are passed on to them. Baker, B.J., McDonald, H. and Funk, D.C. (2016), The uniqueness of sport: testing against marketing's empirical laws, Sport Management Review, Vol. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. 70-91, doi: 10.1080/23750472.2018.1481765. (2020), Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Sport in Society, Vol. - growing public interest and spectatorship. (1987), A child's Christmas in America: Santa Claus as deity, consumption as religion, The Journal of American Culture, Vol. There is a dominance of papers applying identity theory and social identity theory (15 papers), highlighting the importance of fandom to self-identity construction. * Hewer, P., Gannon, M. and Cordina, R. (2017), Discordant fandom and global football brands: 'Let the people sing', Journal of Consumer Culture, Vol. 23, pp. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. 2, pp. 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. (2019) studied German football fans' attitudes towards selling more than 50% of clubs to private investors. 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. 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. international player recruitment, which fans may perceive differently compared to how intensified commercialization is perceived in men's elite football. 9 No. Increasingly, advances in technology influence grass-roots as well as elite sport. * Merkel, U. 206-216. 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. 3, pp. 336-355, doi: 10.1177/1469540517744692. 33 No. 26 No. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. 5, pp. 203-220, doi: 10.1080/14759551.2016.1161625. 5 No. 28 No. It is also important to note that fans are not a homogenous group (Wang etal., 2020). Commercialisation. Advertisements on major events rising in terms of worth (e.g. fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. Yet, some themes have received considerably more attention than others. 323-344, doi:10.1080/16184742.2014.926379. (2014), Estimating consumer spending on tickets, merchandise, and food and beverage: a case study of a NHL team, Journal of Sport Management, Vol. Andon and Houck, 2011), Commercialization can reduce, or establish the loyalty among fans (e.g. 198-218. (2017), A digital ethnography of fan reaction to sponsorship termination, European Sport Management Quarterly, Vol. The varying implications for fans are also present when looking at the main outcome variables. 14 No. 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. * 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. For instance, in the dominant setting, i.e. Sponsorship in sport. 6 No. * Kennedy, D. (2012), Football stadium relocation and the commodification of football: the case of Everton supporters and their adoption of the language of commerce, Soccer and Society, Vol. Bauer, H.H., Stokburger-sauer, N.E. 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. In terms of geographical areas, many European contexts have a different history, and way of commercializing than England. (2012) study clubs from a branding perspective and focus on the implications of commercial brand extensions on fans' emotions. Loyalty thus refers to both the psychological connection and intention to remain a fan to a team, as well as the behavioural aspects of being a fan, such as if and to what extent the fan attends games (Bauer etal., 2008). However, some research indicates that fans may also perceive commercialization as a positive process. 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. cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). 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. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). Zhang, Z., Won, D. and Pastore, D.L. 560-572, doi: 10.1080/14660970.2016.1221822. 159-169, doi: 10.1108/02651339710170230. * Torchia, D. (2016), An alternative football club in a liquid modernity: FC United of Manchester, Culture and Organization, Vol. 399-417, doi: 10.1123/jsm.2013-0199. Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). 175-181. 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. reporting the results, a suitable approach is to categorize the reviewed literature (Tranfield etal., 2003). 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. Sposnorship. 3, pp. * Jensen, R., Bowman, N., Wang, Y. and Larson, B. Their money, time and passion are the cornerstones for this intensified commercialization. Merkel, 2012), and the pursuit of teams to engage with more fans (e.g. 103-117, doi: 10.1177/019372359001400203. 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. Tranfield, D., Denyer, D. and Smart, P. (2003), Towards a methodology for developing evidence-informed management knowledge by means of systematic review, British Journal of Management, Vol. 87-100, doi: 10.1111/j.1542-734x.1987.1001_87.x. 25-44, doi: 10.18666/jasm-2016-v8-i4-7221. 2, pp. which factors have led to the commercialisation of sport? While there are probably more positive than negative impacts of commercialization in sports, there are still some negatives worth mentioning. * 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. 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. 1, pp. 3, pp. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football. 51 No. The six former databases contain a wide scope of articles, and the two latter databases specialize in elite sports and leisure research. They provide needed publicity and create and maintain spectator interest among large numbers of people. We use the term football for European style football (soccer). Four papers explicitly touched upon fan loyalty in connection to commercialization. Whether you need to fix, build, create or learn, eHow gives you practical solutions to the problems life throws at you. Garca, B. and Welford, J. The literature also illustrates how sponsors affect fan identification. The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. Woisetschlger etal., 2013). Thus, it is important to include a variety of databases to obtain a valid foundation for analysis (Tranfield etal., 2003). One of the spirits of sport is to develop healthy life style. Lpez Fras, F.J. (2018), Football transfers and moral responsibility, Soccer and Society, Vol. 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). 29 No. 1741-1757, doi: 10.1080/02642069.2011.556190. 36 Nos 11-12, pp. 9, pp. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. 28 No. (2012), Football fans and clubs in Germany: conflicts, crises and compromises, Soccer and Society, Vol. For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. Another line of research focuses on how commercial elements are used to elicit emotions among fans, for instance, by drawing upon nostalgia. How Do You Use Toothpaste to Remove Scratches How Much Do Music Video Directors Get Paid? 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). * Hoegele, D., Schmidt, S.L. English elite football, commercialization is mainly associated with negative effects for fans. 43 No. Merkel, S., Schmidt, S.L. Doyle, J.P., Lock, D., Funk, D.C., Filo, K. and McDonald, H. (2017), 'I was there from the start': the identity-maintenance strategies used by fans to combat the threat of losing, Sport Management Review, Vol. 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). Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999). In European contexts and in a competition like the Olympics, elite sports often have close associations to ideals of amateurship and local connectedness. 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. To understand how commercialization affects fans of elite sports, we perform a structured review. Sponsorship has been extensively researched in relation to fans' attitudes. 22 No. 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. 328-345, doi: 10.1123/SSJ.2019-0126. 3, pp. The relationship between sport, sponsorship and the media. This review also illustrates methods for studying online contexts are scarce (see Table2). * Real, M.R. (1990), Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Journal of Sport and Social Issues, Vol. and Exler, S. (2008), Brand image and fan loyalty in professional team sport, Journal of Sport Management, Vol. 1-21, doi: 10.1080/02614367.2012.667819. * Woisetschlger, D.M., Haselhoff, V.J. Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. 17 No. Many conceptual studies apply critical theory and, as such, perhaps a built-in critical perspective towards increasing commercialization. 18 No. 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. 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. 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. 37 No. 30 No. 1, pp. The marketing of professional sports leagues, European Journal of Marketing, Vol. 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. 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 . 7 No. 3, pp. From a management perspective, the review stresses the importance of being cautious in, e.g. Growing levels of commercialization in the sports industry bring forward an increasing amount of negative reactions from sports fans. 25, pp. and Emery, P.R. Technology affects many aspects of sport from performance on and off the field to spectating and public profile. Outline three positive impacts of commercialisation in sport on performers (3 marks). 15, pp. Also here it is important to move beyond the European borders and for instance examine how, e.g. 153-173. For this review, commercialization, fans, and elite sports are the main concepts. 23 No. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. 46 No. It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . Another aspect of commercialization revolves around the ownership structures of teams. 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).

Blakeney Police Incident, Amy's Baking Company Money Laundering Scheme, Events In New Smyrna Beach This Weekend, Articles T