Outline three positive impacts of commercialisation in sport on performers (3 marks). - advertising. 23 No. 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). For example, when a national team does well at the Olympics the number of children taking up the sport increases. Almost all articles (34 of 42 papers) focus on commercialization in the context of elite football. 55-66, doi: 10.1108/13555851011013155. 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). Bodet, G. and Chanavat, N. (2008), Building global football brand equity: lessons from the Chinese market, Asia Pacific Journal of Marketing and Logistics, Vol. Sponsorship can have both positive and negative effects on fan attitudes towards teams and sponsors (e.g. 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. 205-226, doi: 10.1123/jsm.22.2.205. interest in football and the increasing commercialisation of the sports and thus protects the emotional bond that exists between the club and its fans. * Nash, R. (2000), Contestation in modern English football, International Review for the Sociology of Sport, Vol. It is exemplified in this review process by the strict criteria for including papers that explicitly addressed the impacts of commercialization on fans. * Real, M.R. 25-49, doi: 10.1080/16184742.2013.865248. 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. This skewness mirrors the emerging nature of this research stream and emphasizes that several themes require more studies. The second stage of the review process, i.e. 43 No. Each paper was summarized to review how fans are affected by an increasing commercialization. (2016), If we build it, will they come? In the previous literature, other concepts are often interlinked to commercialization of elite sports, such as commodification, marketization, modernization and globalization. For this review, we used the following eight databases: Academic Search Complete, BusinessSource Premier, Google Scholar, JSTOR, PsycINFO, Scopus, CABI Leisure Tourism and SportDiscuss. This development supports financial growth and, e.g. 4, pp. 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. 7, pp. 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. For instance, if clubs prioritize financial profits, fans may respond negatively to the fact that they are treated as regular customers. Further research is needed that embraces the inclusion of a more diverse set of methods, empirical contexts, theories, concepts, and aspects of commercialization. Garca, B. and Welford, J. 22 No. One of the main problems with increased commercialisation from a fan's perspective is the feeling the increased costs are passed on to them. 6 No. American Football etc.). and Foster, W.M. 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). 606-621, doi: 10.1123/jsm.25.6.606. While there can be certain negative effects resulting from commercialization such as the tried and true concept of "manufacturing consent"; there are also huge positives to commercialization such as the ability to broadcast to society the existence of something in the . Fans, i.e. We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. 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. (2005), The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, Sport Marketing Quarterly, Vol. 279-297, doi: 10.1177/1469540517747094. Granados etal., 2011). He specializes in consumer behaviour, with a wide empirical focus in areas such as sports, financial services and consumer privacy. 1233-1251, doi: 10.1108/03090561211247810. (2020), Sports teams heritage: measurement and application in sponsorship, Journal of Business Research, Vol. 206-216. 9 No. 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. Meier, H.E. Growing levels of commercialization in the sports industry bring forward an increasing amount of negative reactions from sports fans.

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