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international player recruitment, which fans may perceive differently compared to how intensified commercialization is perceived in men's elite football. English elite football, commercialization is mainly associated with negative effects for fans. 3, pp. Yet, considering the scarcity of papers examining the effects of elite sport commercialization in other contexts, it is important to broaden the contextual applications and conceptual breadth. Fans, i.e. Stewart, B., Smith, A. and Nicholson, M. (2003), Sport consumer typologies: a critical review, Sport Marketing Quarterly, Vol. This review set out to investigate how research has studied how fans are affected by intensified commercialization. 14 No. Sponsorship in sport - Commercialisation - WJEC - BBC Bitesize (2012) and Dos Santos etal. Finally, this review indicates that commercialization poses a threat to fans as it may affect many aspects of being a fan. * Uhrich, S. and Benkenstein, M. (2012), Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events, The Service Industries Journal, Vol. The results are organized according to (1) methodological applications, (2) studied contexts and (3) the theoretical nature of the reviewed articles. The relationship between sport, sponsorship and the media. Thus, as stadiums increasingly contain commercial elements and become more convenient stages for sport consumption and to experience the sport, social aspects cannot be underestimated (Uhrich and Benkenstein, 2012). 4, pp. 3, pp. Positive impacts of commercialisation on society. Commercialization is increasingly evident in many elite sports service ecosystems (e.g. Technology affects many aspects of sport from performance on and off the field to spectating and public profile. Sports teams are businesses like any other and they need to make money to survive. 3, doi: 10.1016/j.smr.2019.04.005. Definition of commercialisation. 13 No. In elite sports, commercialization implies a focus on market-oriented ideals, business-like management structures and sponsorship activities (Dubal, 2010). 118-137. https://doi.org/10.1108/SBM-11-2021-0135, Copyright 2022, Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson, Published by Emerald Publishing Limited. Thani, S. and Heenan, T. (2017), The ball may be round but football is becoming increasingly Arabic: oil money and the rise of the new football order, Soccer and Society, Vol. Personally, the biggest negative aspect of commercialization is .