Performer. (2016) illustrate that as sponsors increase in numbers, it is important for the sponsoring brand to match its brand identity with the team identity. There are several aspects of commercialization that may impinge on the authenticity of a team and the role of fans. Broadcasted sports as an entertainment product, Athletes/players/teams becoming global brands, Expansion of marketing reach beyond domestic borders. 3, pp. * Fleischmann, A.C. and Fleischmann, M. (2019), International orientation of professional football beyond Europe: a digital perspective on the global reach of English, German and Spanish clubs, Sport, Business and Management, Vol. This yielded eight additional articles. A review of the literature and a research agenda", Sport, Business and Management, Vol. 13 No. The findings are important for both scholars and practitioners as commercialization has been heavily debated among fans, media, and clubs, and as it is only in recent decades that scholarly attention has focused upon this topic. 489-499, doi: 10.1016/j.tourman.2011.10.007. 159-169, doi: 10.1108/02651339710170230. 3, pp. 1, pp. 20 No. 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. * Evans, D. and Norcliffe, G. (2016), Local identities in a global game: the social production of football space in Liverpool, Journal of Sport and Tourism, Vol. (2013), Emotion and memory in nostalgia sport tourism: examining the attraction to postmodern ballparks through an interdisciplinary lens, Journal of Sport and Tourism, Vol. This rise in commercialisation has almost become part of the modern game, but it is important to remember it has positive and negative effects on the sport, the players and the fans. 5, pp. * Hyatt, C.G. 41 No. Snyder, H. (2019), Literature review as a research methodology: an overview and guidelines, Journal of Business Research, Vol. 9, pp. For some fans, this focus may imply tensions and conflicts with their own ideals and perceptions of authenticity (e.g. Globalization of sports - Wikipedia Horbel etal., 2016; Uhrich, 2014). Subcultural capital and the commercialization of a music scene, Examination of women's sports fans' attitudes and consumption intentions, Citizen, consumer, citimer: the interplay of market and political identities within contemporary football fan cultures, A model for the generation of public sphere-like activity in sport-themed Twitter hashtags, Linking sport team sponsorship to perceived switching cost and switching intentions, The football supporter in a cosmopolitan epoch, Your Neighbors Walk Alone (YNWA): urban regeneration and the predicament of being local fans in the commercialized English football league, Deep fan: mythic identification, technology, and advertising in spectator sports, Support your local team: resistance, subculture, and the desire for distinction, The postmodern ballpark as a leisure setting: enchantment and simulated de-McDonaldization, International Journal of Sports Marketing and Sponsorship, Literature review as a research methodology: an overview and guidelines, The order of logics in Swedish sportfeeding the hungry beast of result orientation and commercialization, Sport consumer typologies: a critical review, Business and Information Systems Engineering, Globalization, commercialization and individualization: conflicts and changes in elite athletics, Souvenirs: icons of meaning, commercialization and commoditization, The ball may be round but football is becoming increasingly Arabic: oil money and the rise of the new football order, How value is disrupted in football fandom, and how fans respond, An alternative football club in a liquid modernity: FC United of Manchester, Football and community empowerment: how FC Sankt Pauli fans organize to influence, Towards a methodology for developing evidence-informed management knowledge by means of systematic review, Exploring customer-to-customer value co-creation platforms and practices in team sports, Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events, The determinants of stadium attendance in elite womens football: evidence from the UEFA Womens Champions League, Sports fan experience: electronic word-of-mouth in ephemeral social media, Handbook of research on the impact of fandom in society and consumerism, in, Diehard and fairweather fans: effects of identification on BIRGing and CORFing tendencies, Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context, The effects of attitudes toward commercialization on College students purchasing intentions of sponsors products, The uniqueness of sport: testing against marketing's empirical laws, Building global football brand equity: lessons from the Chinese market, Asia Pacific Journal of Marketing and Logistics, If we build it, will they come?

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