Still in a European context, more specifically German elite football, studies have provided more nuanced understanding to commercialization as both negative and positive responses have been presented, e.g. 3, pp. An analysis of fantasy football involvement and fan loyalty to individual national football league (NFL) teams, Local identities in a global game: the social production of football space in Liverpool, International orientation of professional football beyond Europe: a digital perspective on the global reach of English, German and Spanish clubs, Exploring hyper-experiences: performing the fan at Germany 2006, Authenticity in branding exploring antecedents and consequences of brand authenticity, The psychological continuum model: a conceptual framework for understanding an individual's psychological connection to sport, Sports versus all comers: comparing TV sports fans with fans of other programming genres, Journal of Broadcasting and Electronic Media, Supporters and football governance, from customers to stakeholders: a literature review and agenda for research, Supporters, followers, fans and flaneurs: a taxonomy of spectator identities in football, Sport spectators and the social consequences of commodification: critical perspectives from Scottish football, Sport mega events, urban football carnivals and securitised commodification: the case of the English premier league, Emotion and memory in nostalgia sport tourism: examining the attraction to postmodern ballparks through an interdisciplinary lens, Social enterprise and social entrepreneurship research and theory: a bibliometric analysis from 1991 to 2010, Discordant fandom and global football brands: 'Let the people sing', Superstars as drivers of organizational identification: empirical findings from professional soccer, Split loyalties: football is a community business, 'Rimi Bowl' and the quest for authenticity: fan autonomy and commodification in Norwegian football, How context shapes value co-creation: spectator experience of sport events, Examining minor league baseball spectator nostalgia: a neuroscience perspective, Using identity work theory to understand the de-escalation of fandom: a study of former fans of national hockey league teams, New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Football stadium relocation and the commodification of football: the case of Everton supporters and their adoption of the language of commerce, Foreign fandom and the Liverpool FC: a cyber-mediated romance, Glocalization, consumption, and cricket: the Indian premier league, Sport in business studies: a state-of-the-art literature review, Attitudinal constructs towards sponsorship: scale development using three global sporting events, Marketization impact on the relationships between supporters and football clubs, International Journal of the History of Sport, Football transfers and moral responsibility, What is the sports product and who buys it? It is a multifaceted process which may take on many different forms. 4, pp. Definition of commercialisation. Thereafter, analytical themes for how elite sport commercialization affects fans and how fans respond are presented. 33 No. Thus, studying other contexts with different background and traditions of sport is important to gain an holistic understanding of commercialization. franchise teams) or to make the team a marketing platform, Global sport events, such as The Olympics and the FIFA World Cup, becoming Mega-Sport-Events (MSEs). Merkel, 2012; Numerato and Giulianotti, 2018). Thus, changing regulations in club ownership may negatively affect fan attitudes. As Turk points out: Unlike a retail clerk, the teacher's role is not to sell a product or please customers. (2012), Souvenirs: icons of meaning, commercialization and commoditization, Tourism Management, Vol. Furthermore, resistance may be evoked due to commercial influences on existing traditions and rituals (Hognestad, 2015).
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