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Commercialization of sports results in an industry that provides revenue for national and local economics through event revenue, taxes, employment and sponsorship. Uhrich and Benkenstein (2012) surveyed German football fans and show how fans and their behaviours remain fundamental for evoking fan emotions. 13 No. Thus, commercialization can spur opportunities for teams and, or athletes to earn more profits and therein, to become more successful. 119-150, doi: 10.1016/S1441-3523(01)70072-1. (2019), A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Sport Management Review, Vol. American Football etc.). 00:0112:45. 2, pp. In some countries, the influence of fans over their clubs is institutionalized in laws that restrict clubs from being governed solely by private investors (e.g. Merkel, 2012; Numerato and Giulianotti, 2018). 198-218. and Robertson, R. (2018), Glocalization, consumption, and cricket: the Indian premier league, Journal of Consumer Culture, Vol. The results also imply that most fans, at least in Germany, do not support what is seen as a significant involvement of private actors (Bauers etal., 2019). 5) Performers, teams and events can be manipulated or exploited to suit the sponsor. This review also illustrates methods for studying online contexts are scarce (see Table2). Yoshida, M., Gordon, B., Nakazawa, M. and Biscaia, R. (2014), Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context, Journal of Sport Management, Vol. 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. Regarding the theoretical frameworks applied, many papers did not use one overarching theoretical framework. First, the choice of explicitly focusing on how commercialization affects fans of elite sports implies that papers that do not have this explicit aim are not included. 30 No. These types of brand extensions are discussed as sports organizations' activities going beyond the core product of the team to generate more revenues, for example, marketing branded merchandise to extend the fan experience (Abosag etal., 2012). 121-134, doi: 10.1080/16138171.2009.11687833. 703-720, doi: 10.1080/14660970.2015.1100436. 505-522, doi: 10.1080/17430437.2020.1696537 To. 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). Hyatt and Foster, 2015; Putra, 2019), Commercialization may lead to resistance towards a commodified sport product and resistance due to perceived sense of alienation (e.g. 23 No. 70-91, doi: 10.1080/23750472.2018.1481765. 199-217, doi: 10.1108/SBM-06-2013-0013. * Kerr, A.K. 3, pp. Visit emeraldpublishing.com/platformupdate to discover the latest news and updates, Answers to the most commonly asked questions here, 2022, Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson, References marked with an asterisk indicate studies included in the review, Examining the relationship between brand emotion and brand extension among supporters of professional football clubs, Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Brand image and fan loyalty in professional team sport, Club members in German professional football and their attitude towards the 50+1 RuleA stakeholder-oriented analysis, Uniting a sport teams' global fan community: prototypical behavior of satellite fans enhances local fans' attitudes and perceptions of groupness, A child's Christmas in America: Santa Claus as deity, consumption as religion, The effects of emotions on football spectators' satisfaction and behavioural intentions, Football's emerging market trade network: ego network approach to world systems theory, Experiential marketing in sport spectatorship services: a customer perspective, The Politics and Culture of FC St. Pauli: from leftism, through anti-establishment, to commercialization, A digital ethnography of fan reaction to sponsorship termination, Football fandom and Disneyisation in late-modern life, Influence of the virtual brand community in sports sponsorship, The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Divided loyalty?