Sponsorship can have both positive and negative effects on fan attitudes towards teams and sponsors (e.g. This yielded four major themes: (1) Fan Identity, (2) Fan Attitudes, (3) Fan Emotions, and (4) Fan Behaviours. 21 No. 48 No. In many contexts, especially within elite football, there is an increasing tendency of clubs being bought by private investors to earn money or for clubs to become marketing platforms for owners. 4, pp. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. The positive and the negative impacts of commercialised activity (sponsorship and the media) on the following: performer ; sport ; official; audience/spectator ; sponsor/company. Sponsorship in sport - Commercialisation - WJEC - BBC Bitesize 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. 2, pp. 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 . However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. We then categorized the papers based on empirical contexts: the type of sport studied, the geographical focus, and the gender balance (Table 3). 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. There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. 3, pp. Commercialisation also offers a distraction from the game as the top name players are singed up by major labels to promote products. 18 No. Thus, as stadiums increasingly contain commercial elements and become more convenient stages for sport consumption and to experience the sport, social aspects cannot be underestimated (Uhrich and Benkenstein, 2012). Performer. 23, pp. He has published in journals such as International Journal of Event and Festival Management, Tourism Management, and Journal of Sustainable Tourism. cricket (Khondker and Robertson, 2018) and women's elite football (Valenti etal., 2019). 5, pp. 1, pp. 36 Nos 11-12, pp. Youth Kia Wazza; Commercialization of Sports -- What Good? 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 . Daniel and Kassimeris, 2013; Torchia, 2016; Totten, 2016). Participants in the study give word to the notion that overcommercialization can lead to disenchantment and thus erode fan loyalty (Hyatt and Foster, 2015). In terms of geographical areas, many European contexts have a different history, and way of commercializing than England. DeSchriver, T.D., Rascher, D.A. 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. However, as pointed out in this review, several aspects of intensified commercialization may also lead to positive responses and effects on fans. 378-390, doi: 10.1016/j.smr.2016.02.002. Commercialization is defined as the process of subordinating traditional values and norms in favour of profit maximization (Fritz etal., 2017). However, to date, no structured review has been published on this topic. Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. The field of sports in the 20th-21st century was influenced by the process of globalization. Increasingly, advances in technology influence grass-roots as well as elite sport. Swanson, K.K. 217-239, doi: 10.1080/14775085.2013.846228. 18 No. 119-150, doi: 10.1016/S1441-3523(01)70072-1. 253-265, doi: 10.1123/jsm.2012-0275. He received his PhD in 2014, where he describes and analyses tourism and event impacts from a sustainable development perspective. Having split loyalties, Hognestad (2012) argues that Norwegian fans can have favourite clubs both locally and in other leagues (so-called poly-supporter). (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. Additionally, Dubal (2010) recognizes the rise of tensions regarding modern football adopting market-based structures. 1012-1026, doi: 10.1080/14660970.2015.1133416. An extreme example is how fans' resistance to commercialization of a football club (in this study, Manchester United) can result in fans creating a new club (FC United of Manchester), based on former traditions and values (Torchia, 2016). 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. * 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. Rimi Bowl, Pepsi Super Bowl, Ligue 1Uber Eats). A review of the literature and a research agenda", Sport, Business and Management, Vol. 133-150, doi: 10.1007/s11747-012-0308-3. Review of Literature In order to analyse the possible effects of commercialisation on fan loyalty, it is not sufficient to only take a closer look at the current situation. 8 No. This article focuses on three aspects of the historical relationship between sport and industry. 203-240. Commercialisation is about media exposure for the sport. Subcultural capital and the commercialization of a music scene, Deviant Behavior, Vol. Essentially, all papers focused on sports for men, and there was no article studying fans in women's elite sports. Most of the articles are based on qualitative research methodology (18 articles). 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). At this stage, at least three important observations about the literature can be drawn: The literature has often highlighted that commercialization has negative consequences for fans. commercialization has promoted a democratic transformation of fan involvement (Bauers etal., 2019). 824-837, doi: 10.1016/j.smr.2020.04.001. * Ritzer, G. and Stillman, T. (2001), The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, Leisure Sciences, Vol. 6 No. We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. 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). As shown in this review, commercialization is not unidimensional. * Woisetschlger, D.M., Haselhoff, V.J. 203-220, doi: 10.1080/14759551.2016.1161625. Mason, 1999), major broadcasting contracts (e.g. 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. John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. Woisetschlger etal., 2013). 32 No. How Do You Use Toothpaste to Remove Scratches How Much Do Music Video Directors Get Paid? Major sport events having a major impact on local societies through increased tourism, new infrastructure etc. Advertising. * Chanavat, N. and Bodet, G. (2014), Experiential marketing in sport spectatorship services: a customer perspective, European Sport Management Quarterly, Vol.
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