9, pp. 5, pp. For this paper, issues relating to degrees of subjectivity and bias must be addressed. and Shapiro, S.L. Koenigstorfer, J., Groeppel-Klein, A. and Kunkel, T. (2010), The attractiveness of national and international football leagues: perspectives of fans of star clubs and underdogs, European Sport Management Quarterly, Vol. (2016) emphasize that fans can form positive attitudes towards new sponsors if it implies an improvement in the team's competitive quality. * Real, M.R. 17 No. Commercial spectator sports attrracted the interest of much of the population. (2012) study clubs from a branding perspective and focus on the implications of commercial brand extensions on fans' emotions. Andon and Houck, 2011), Commercialization can reduce, or establish the loyalty among fans (e.g. * Hognestad, H.K. This skewness mirrors the emerging nature of this research stream and emphasizes that several themes require more studies. * Lee, M.S., Sandler, D.M. Valenti, M., Scelles, N. and Morrow, S. (2019), The determinants of stadium attendance in elite womens football: evidence from the UEFA Womens Champions League, Sport Management Review, Vol. For instance, different levels of loyalty (Dwyer, 2011), engagement (Yoshida etal., 2014), identification (Wann and Branscombe, 1990) and roles in value-co-creation exist (e.g. The analysis highlights the multifaceted nature of commercialization and how the different aspects of commercialization generate varying results (see Table7). 9, pp. 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. For instance, Frew and McGillivray (2008) argue, through an observational study of fan parks at the FIFA World Cup 2006, that sponsor-organized environments may transfer the control of creating fan identities from fans to other actors (e.g. Those reactions span from the formation of a negative attitude towards the involved businesses or clubs to a complete boycott of the sport itself (e.g., Crompton 2014; Howard 1999), which ultimately widens the gap between the sports fans on the one side and . * Ritzer, G. and Stillman, T. (2001), The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, Leisure Sciences, Vol. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. We use the term football for European style football (soccer). Khondker, H.H. 12 No. One main site that elicits fan emotions is the arena. 3, pp. Thus, commercialization can spur opportunities for teams and, or athletes to earn more profits and therein, to become more successful. For instance, if clubs prioritize financial profits, fans may respond negatively to the fact that they are treated as regular customers. 21 No. Today it seems there is hardly any level of sports participation which does not have sponsorship or some variety of commercial venture. English elite football, commercialization is mainly associated with negative effects for fans. 3, pp. 2, pp. Through a structured review of current research, several insights have been presented. This implies that fans increasingly construct their self-identities using commercial elements that best fit their own desire, in contrast to previously more community-oriented self-identification (Petersen-Wagner, 2017).
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