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They argue that stadiums that are overly rationalized, McDonaldized, and unauthentic can reduce the emotional dimensions embedded in stadiums, thus weakening emotional intensity (Ritzer and Stillman, 2001). 445-457. and Schreyer, D. (2016), The future of professional football: a Delphi-based perspective of German experts on probable versus surprising scenarios, Sport, Business and Management: An International Journal, Vol. * Duke, V. (2002), Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Football Studies, Vol. A more recent study outlines three . An extreme example is how fans' resistance to commercialization of a football club (in this study, Manchester United) can result in fans creating a new club (FC United of Manchester), based on former traditions and values (Torchia, 2016). Further research is needed that embraces the inclusion of a more diverse set of methods, empirical contexts, theories, concepts, and aspects of commercialization. In doing this, the authors performed a structured review of 42 academic articles published between 1992 and 2020 that all focus on how fans respond and are affected by the commercialization of elite sports. Although commercialization has almost become part of the modern games, but it is crucial to remember it has positive and negative impacts on the sponsor, sports, players and fans. The varying implications for fans are also present when looking at the main outcome variables. 45 No. Hognestad (2012) highlights the notion that increasing commercialization in combination with increasing media interest has the tendency to move fans from being supporters of one club (so called mono-supporters) to several. Giulianotti, 2002; Numerato and Giulianotti, 2018; Petersen-Wagner, 2017), Commercialization may alter identities of fans through teams and sports seeking to internationalize their reach and fan bases leading to a diversity of identities (e.g. 23 No. Funk, D.C. and James, J. Thus, we encourage future studies to cover a wide variety of aspects to better comprehend the connection between commercialization and fans. 6 No. 392-412, doi: 10.1080/16184742.2016.1276208. 6) Difficulty in minority sports getting any sponsors. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . 377-391, doi: 10.1080/14660970.2012.655507. For some fans, brand extensions and other potential ways to increase revenues can deepen fans' emotionally derived involvement with a club (Abosag etal., 2012). O'Hallarn, B., Shapiro, S.L., Wittkower, D.E., Ridinger, L. and Hambrick, M.E. Their money, time and passion are the cornerstones for this intensified commercialization. fans of teams in WNBA and, or tennis players in WTA respond to increasing commercialization. 3, pp. 3, pp. Commercialization contributes to tensions between the local and the global, for instance, between fans and local teams, and fans and foreign teams living in the same area (Evans and Norcliffe, 2016). 10 No. Second, fans are viewed as individuals with a psychological connection to a sport, a team and, or an athlete (Funk and James, 2001).