2, pp. Thus, we encourage future studies to cover a wide variety of aspects to better comprehend the connection between commercialization and fans. 22, pp. Commodification is closely related to commercialization and is often used to describe that in a process where commercial gains are increasingly prioritized, people, services, ideas, and objects, such as sports teams and fans, become commodities with market values (Numerato and Giulianotti, 2018). As elite sports are often characterized by close bonds between fans and teams or athletes, the different dimensions of commercialization impact this relationship. 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. There are many forms of media to show sports such as social media, radio, TV and newspapers. 25, pp. The results are organized according to (1) methodological applications, (2) studied contexts and (3) the theoretical nature of the reviewed articles. Outline three negative impacts of commercialisation in sport on spectators (3 marks). Funk, D.C. and James, J. Twenty-one articles included commercial elite sports as a fixed context in studying fan identification and the identity of fan communities. Lee, S., Kim, Y. and Heere, B. 3, pp. A detailed list of areas, processes and activities that exemplifies the intensified commercialization of elite sports, Summary of methodological foundation and methods used in the literature, Note(s): 2 papers combine geographical contexts, The analytical themes and content in the literature, Commercialization and, e.g. 2, pp. For fans, we used the following terms: Fans, Consumers and Supporters. 1, pp. 14 No. Commercialization and possible fan resistance may not always imply negative consequences on the relationship between teams and fans (e.g. Sponsorship has been extensively researched in relation to fans' attitudes. Super Bowl Commercials), Increased influence of sponsors on teams and competitions, Branded competitions (e.g. He has also co-edited books on events for Routledge and Edward Elgar. 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). We identified four outcome variables in our review: Fan Identity, Fan Attitudes, Fan Emotions and Fan Behaviours. 89-96, doi: 10.1007/s12599-014-0315-7. 127-163, doi: 10.1080/16184740903563406. Rohde, M. and Breuer, C. (2017), The market for football club investors: a review of theory and empirical evidence from professional European football, European Sport Management Quarterly, Vol. As Table7 pinpoints, the negative consequences of elite sport commercialization for fans are more prevalent in connection to fan behaviours. 2, pp. Fritz, K., Schoenmueller, V. and Bruhn, M. (2017), Authenticity in branding exploring antecedents and consequences of brand authenticity, European Journal of Marketing, Vol. 29 No. Also here it is important to move beyond the European borders and for instance examine how, e.g. Four papers explicitly touched upon fan loyalty in connection to commercialization.
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