and Shani, D. (1997), Attitudinal constructs towards sponsorship: scale development using three global sporting events, International Marketing Review, Vol. 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). 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). 205-226, doi: 10.1123/jsm.22.2.205. international player recruitment, which fans may perceive differently compared to how intensified commercialization is perceived in men's elite football. The final theme that emerged in the review focuses on fan behaviours. Horbel etal., 2016; Uhrich, 2014). * Rouvrais-Charron, C. and Kim, C. (2009), European football under close scrutiny, International Journal of Sports Marketing and Sponsorship, Vol. conducting the review, aims to ensure a valid search process. 2, pp. Each paper was summarized to review how fans are affected by an increasing commercialization. Behrens and Uhrich (2019) emphasize that commercialization has increased the presence of foreign fans, so-called satellite fans. * Andon, S.P. Over the past decades, sport has been increasingly commercialized, where enormous sums of money has been poured constantly. References marked with an asterisk indicate studies included in the review. 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. Click the card to flip . 23 No. 736-757, doi: 10.1002/mar. 199-217, doi: 10.1108/SBM-06-2013-0013. Wang, C.L., Aksan, G.E., Allison, B., Armstrong Soule, C.A., Biscaia, R., Buchanan-Oliver, M., Burton, T.A.M., Chang, E.-C., Chou, W.W., Coffin, J., Collins, N., De la Pena, A.S., Dill-Shackleford, K.E., Doral, S., Favia, M.J., Gou, C., Gou, S., Hall, K.D., Hao, A., Hedlund, D., Hung, K., Jia, X., Johnson, L.M., Joubert, A., Leal, M., Liu, W., Loehr, G.T., Lovric, B., Mastromartino, B., Metcalf, M., Murphy, J., Olds, K.F., Pun, L.F., Rajendiran, A., Sarkar, A., Sarkar, J.G., Sayan, A., Schau, A., Schau, H.J., Shackleford, L., Todd, B., Volkheimer, J., Wang, C.L., Woo, T.C., Wu, R., Zeng, C., Zhang, J. and Zhang, K. (2020), Handbook of research on the impact of fandom in society and consumerism, in Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series. 386-410, doi: 10.1177/0193723505280530. Study Paper 2 - Media, Sponsorship and commercialisation flashcards from Josie Phillips's QE class online, or in Brainscape's iPhone or Android app. * Totten, M. (2016), Football and community empowerment: how FC Sankt Pauli fans organize to influence, Soccer and Society, Vol. Backman, J. and Carlsson, B. 23 No. While fans and other major stakeholders traditionally have been local, teams and athletes increasingly seek to internationalize their fan bases to expand commercially (e.g. 6 No. 123-146, doi: 10.1177/1012690210362426. 103-117, doi: 10.1177/019372359001400203. 489-499, doi: 10.1016/j.tourman.2011.10.007. 207-222, doi: 10.1111/1467-8551.00375. 2, pp. 153-173. A categorization of the reviewed articles is important to provide an overview of the topic (Tranfield etal., 2003). Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999). (2012), Split loyalties: football is a community business, Soccer and Society, Vol. 1, pp. 46 No. and Houck, D.W. (2011), Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Vol. Subcultural capital and the commercialization of a music scene, Deviant Behavior, Vol. Four papers explicitly touched upon fan loyalty in connection to commercialization. 8 No. Negative impacts of commercialisation of education Here, commercialization threatens fans' existing involvement with the sport entity (e.g. It presents a research agenda for future research and emphasizes a need to integrate the interests of several stakeholders when managing the impacts of elite sport commercialization. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Journal of Sport Management, Vol. Dwyer, B. 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. 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. 1, pp. 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). * 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. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). 3, pp. For example, when a national team does well at the Olympics the number of children taking up the sport increases. Fahln, J. and Stenling, C. (2016), Sport policy in Sweden, International Journal of Sport Policy, Vol. Snyder, H. (2019), Literature review as a research methodology: an overview and guidelines, Journal of Business Research, Vol. A level PE - commercialisation and the media Flashcards 70-91, doi: 10.1080/23750472.2018.1481765. Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. 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 . 443-460, doi: 10.1123/JSM.2013-0327. 20 No. Khondker and Robertson, 2018). These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. Students should be taught to justify why the impact . Performer. 41 No. 5, pp. 13 No. Most of the articles are based on qualitative research methodology (18 articles). 3, pp. Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. Kelley, K., Harrolle, M.G. The Pro's and Con's for the Sport! For this paper, issues relating to degrees of subjectivity and bias must be addressed. Hoegele etal., 2014; Meng etal., 2015). (2015), Using identity work theory to understand the de-escalation of fandom: a study of former fans of national hockey league teams, Journal of Sport Management, Vol. Dubal, 2010). 3, doi: 10.1016/j.smr.2019.04.005. He has also co-edited books on events for Routledge and Edward Elgar. For instance, fans may witness how their favourite teams cooperate with new sponsors, create new engagement platforms, or raise ticket prices to ensure revenues (Thani and Heenan, 2017). For fans, we used the following terms: Fans, Consumers and Supporters. The results are organized according to (1) methodological applications, (2) studied contexts and (3) the theoretical nature of the reviewed articles. In addition, surveys are the most used method for collecting data (11 articles). 95-118, doi: 10.1207/s15506878jobem5001_6. Critics claim the pace, and occasionally the outcome, of major league sports games are dictated by television commercials.

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