three negative impacts of commercialisation in sport on spectators

8 No. 26 No. 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. 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. * Evans, D. and Norcliffe, G. (2016), Local identities in a global game: the social production of football space in Liverpool, Journal of Sport and Tourism, Vol. A review of the literature and a research agenda", Sport, Business and Management, Vol. The commercialisation of sport which leads to increased exposure, encourages children to get more exercise and reduce obesity. 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. In all, the European focus is noteworthy and as only nine of 42 papers are outside Europe it seems as, the issues regarding commercialization of elite sports seem to be the most intense within Europe. Several examples highlight that many fans are sceptical of the increasing commercialization of the elite sports service ecosystem (Numerato and Giulianotti, 2018; Woisetschlger etal., 2013). 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). This yielded eight additional articles. 23, pp. * Parganas, P., Papadimitriou, D., Anagnostopoulos, C. and Theodoropoulos, A. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). 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. (2020), Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Sport in Society, Vol. 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). 880-896, doi: 10.1080/14660970.2011.609686. 14 No. and Houck, D.W. (2011), Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Vol. Subsequently, having evaluated the papers on a more detailed level, we arrived at a list of 42 relevant articles. 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). 184-197, doi: 10.1016/j.smr.2016.04.006. 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). John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. 206-216. These contexts provide interesting examples where fans might have a greater influence on how commercialization of elite sports should develop. - sponsorship. 217-232, doi: 10.1080/14775085.2016.1231621. It is a multifaceted process which may take on many different forms. 10 No. Rahman, M. and Lockwood, S. (2011), How to use your Olympian: the paradox of athletic authenticity and commercialization in the contemporary Olympic games, Sociology, Vol. psychological and behavioural loyalty (Bauer etal., 2008). Germany (Merkel, 2012; Merkel etal., 2016) or Sweden (Fahln and Stenling, 2016)). 123-146, doi: 10.1177/1012690210362426. * Petersen-Wagner, R. (2017), The football supporter in a cosmopolitan epoch, Journal of Sport and Social Issues, Vol. * Delia, E.B. Despite the fact that commercialization has brought about unprecedented prosperity in sport, it causes a series of issues. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. activities in mass media and, or social media changes resources fans use for identity construction (e.g. 10 No. Commercialization is defined as the process of subordinating traditional values and norms in favour of profit maximization (Fritz etal., 2017). 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). 10 No. Ticket prices, refreshments and team shirt prices have all gone up at the same time more and more advertising space is sold around the stadium and television rights are sold for almost every game. 4, pp. 1-19, doi: 10.1123/ijsc.4.1.1. He received his PhD in marketing, and his research interest lies within the intersection of experiential marketing, value creation and value measurement within empirical fields such as cultural tourism, cultural economics and event and festival management. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports.,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 . Having split loyalties, Hognestad (2012) argues that Norwegian fans can have favourite clubs both locally and in other leagues (so-called poly-supporter). Sponsorship in sport - Commercialisation - WJEC - BBC Bitesize For this paper, issues relating to degrees of subjectivity and bias must be addressed. 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).

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