These themes are to some extent overlapping, and studies sometimes focus on more than one of the consequences for fans. 9, pp. 13 No. Gantz, W., Wang, Z., Paul, B. and Potter, R.F. 14 No. 10 No. First, it will assess the view that modern sport was a lagged by-product of the . 6, pp. 14 No. 13 No. * 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. Merkel etal., 2016; Laurell and Soderman, 2018) and is at least partly induced by sponsors (e.g. 3, pp. Furthermore, quantitative studies open for assessing different types of fans (from highly involved to more occasionally involved fans) and how these fans embrace and, or resist commercialization. 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. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . Snyder, H. (2019), Literature review as a research methodology: an overview and guidelines, Journal of Business Research, Vol. 3, pp. 207-222, doi: 10.1111/1467-8551.00375. 15 No. Sponsorship is the financial support for a sport (whether this is an event, organisation or performer) by an outside body (be it a person or organisation) for the mutual . 4, pp. Youth Kia Wazza; Commercialization of Sports -- What Good? Also here it is important to move beyond the European borders and for instance examine how, e.g. * 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 third theme that emerged in the review relates to the impacts of commercialization on fan emotions, for instance, the intensity of anger, anxiety, dejection, happiness, and excitement as responses to certain stimuli in the elite sport context (Biscaia etal., 2012). 21 No. 29 No. 703-720, doi: 10.1080/14660970.2015.1100436. For those watching at home the main drawback of commercialisation in sport are the advertisements that appear every time the game stops. Review of Literature In order to analyse the possible effects of commercialisation on fan loyalty, it is not sufficient to only take a closer look at the current situation. 22-34, doi: 10.1080/14610980008721860. 217-239, doi: 10.1080/14775085.2013.846228. As explained above, they are often connected and used as dimensions of commercialization (Numerato and Giulianotti, 2018). Jonas Nilsson (PhD) is associate professor in Business Administration at University of Gothenburg, Sweden. Thus, changing regulations in club ownership may negatively affect fan attitudes. This yielded four major themes: (1) Fan Identity, (2) Fan Attitudes, (3) Fan Emotions, and (4) Fan Behaviours. Khondker, H.H. The literature has mainly derived conclusions from European elite football contexts. This is in accordance with research, which highlights that as fields or subfields develop, the first stages are often dominated by conceptual and qualitative studies (e.g. A more recent study outlines three . 6 No. 363-376, doi: 10.1016/j.smr.2017.08.007. These effects are increased injuries, possible loss of tradition in the sport and the exclusion of athletes due to loss of access of the technology. Stenling, C. and Fahln, J. 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). and Backhaus, C. (2013), Fans' resistance to naming right sponsorships: why stadium names remain the same for fans, European Journal of Marketing, Vol. 1, pp. 45 No. Finally, there is a complete lack of studies on the commercialization of women's elite sports and its impacts on its fans in this review (Table3). Most of the articles are based on qualitative research methodology (18 articles). 25, pp. The study indicates that most fans do not want this privatization development for two reasons: to prevent commercial interests in more than one club and for reasons of traditional and social interest. First, the choice of explicitly focusing on how commercialization affects fans of elite sports implies that papers that do not have this explicit aim are not included. For fans, we used the following terms: Fans, Consumers and Supporters. It is too early to say. Sposnorship. Therefore, future research should apply methods utilizing these platforms, such as social media analytics (Stieglitz etal., 2014), to investigate how fan engagement on social media is affected by commercialization. If a major company sponsors an event it is much more likely to get prime time television coverage, bringing in greater advertising revenues and exposing more people to the sport. The structured review shows that the impacts of commercialization on fans relate to four different themes. signing new sponsors, building new arenas, and setting up a strategy to communicate with fans. It presents a research agenda for future research and emphasizes a need to integrate the interests of several stakeholders when managing the impacts of elite sport commercialization. individuals with a psychological connection to one orseveral team(s), sport(s), and/or athlete(s) (Funk and James, 2001), are important actors inthis regard. Kelley, K., Harrolle, M.G. Some studies also highlight that commercialization can spark fan resistance. * Totten, M. (2016), Football and community empowerment: how FC Sankt Pauli fans organize to influence, Soccer and Society, Vol. * Dubal, S. (2010), The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Vol. 23 Nos 1-2, 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. There is an inclination towards critical perspectives and critical theorization (10 papers) focusing on commercialization and its negative impacts on fans. Studies on fan identity, attitudes and emotions portray more varying effects. A categorization of the reviewed articles is important to provide an overview of the topic (Tranfield etal., 2003). 35 No. 341-358. and Casper, J.M. While it is difficult to generalize from the four papers, most arguments discuss the negative impacts of commercialization on fan loyalty. 4 No. Increased professionalism. However, to date, no structured review has been published on this topic. 198-218. As with other service ecosystems, commercialization varies depending on factors such as geographical context, the sport itself, and the way the sport is practised. 279-297, doi: 10.1177/1469540517747094. For instance, 16 articles are related to impacts on Fan Behaviours, while only 4 articles deal with impacts on Fan Emotions. It is to challenge students, to provoke new ways of thinking, to make students uneasy with what . The review contributes with an analysis of studies and an agenda for future research, focusing on how fans are affected byand respond toincreasing commercialization. As there are increasing possibilities for female athletes to become professional, commercialization may be seen as something positive by the growing community of fans to women's elite sports. Tinson, J., Sinclair, G. and Gordon, R. (2021), How value is disrupted in football fandom, and how fans respond, European Sport Management Quarterly, pp. This is at a time when there is national worry about the health of young people with regards to what they eat and the level of exercise they participate in. 253-265, doi: 10.1123/jsm.2012-0275. We thereafter extended the search to academic journals explicitly focusing on sports and elite sport management, i.e. Commercialisation also offers a distraction from the game as the top name players are singed up by major labels to promote products. Behrens and Uhrich (2019) emphasize that commercialization has increased the presence of foreign fans, so-called satellite fans. 50 No. John Armbrecht is member of the editorial board of Scandinavian Journal of Hospitality and Tourism. This as the standardized design, process and analysis reduces biases and errors in the review process (Snyder, 2019). 3 No. 560-572, doi: 10.1080/14660970.2016.1221822. and Robertson, R. (2018), Glocalization, consumption, and cricket: the Indian premier league, Journal of Consumer Culture, Vol. 14 No. 12 No. Qualitative approaches are dominant in previous literature (18 of 42 papers), and several papers (11) are conceptually written. Apart from commercialization of elite sports, studies have as well examined its impacts on tourism (Swanson and Timothy, 2012), music (Moore, 2005) and to cultural customs (Belk, 1987). 25 No. Several examples highlight that many fans are sceptical of the increasing commercialization of the elite sports service ecosystem (Numerato and Giulianotti, 2018; Woisetschlger etal., 2013). 2, doi: 10.1108/SBM-05-2014-0025. Ticket prices, refreshments and team shirt prices have all gone up at the same time more and more advertising space is sold around the stadium and television rights are sold for almost every game. There have on some occasions been problems when the name of the stadium has been changed to include a corporate trademark. A level PE - commercialisation and the media. The authors find that the nostalgic cues used in this event are a means to yield excitement and evoke more emotions (Andon and Houck, 2011). 22 No. 3, pp. * Real, M.R. Granados, M.L., Hlupic, V., Coakes, E. and Mohamed, S. (2011), Social enterprise and social entrepreneurship research and theory: a bibliometric analysis from 1991 to 2010, Social Enterprise Journal, Vol. Laurell, C. and Soderman, S. (2018), Sport in business studies: a state-of-the-art literature review, Sport, Business and Management, Vol. John Armbrecht, PhD is an associate professor at the School of Business, Economics and Law at Gothenburg University. This development supports financial growth and, e.g. 2, pp. This yielded eight additional articles. 121-134, doi: 10.1080/16138171.2009.11687833. Thus, in some contexts, such as cycling, where sponsors are intimately connected to the team, fans may identify with the sponsor and even do so after the commercial agreements are terminated (Delia, 2017). Liang, Y. Quantitative papers, on the other hand, often find both positive and negative responses among fans. - sponsorship. Numerato and Giulianotti, 2018). We empower you to efficiently solve each new challenge and make your life better and easier. * Putra, L.R.D. 6 No. and von Uechtriz, C. (2020), The key role of sport policies for the popularity of women's sports: a case study on women's soccer in Germany, Sociology of Sport Journal, Vol. * Frew, M. and McGillivray, D. (2008), Exploring hyper-experiences: performing the fan at Germany 2006, Journal of Sport and Tourism, Vol. Further research is needed that embraces the inclusion of a more diverse set of methods, empirical contexts, theories, concepts, and aspects of commercialization. 3, pp. Sometimes, commercial revenues are, for example, one reason why teams or athletes improve their possibilities of winning (Abosag etal., 2012). For this review, commercialization, fans, and elite sports are the main concepts. 13 No. Regarding fan loyalty, several studies indicate that the commercialization of elite sports can affect the loyalty of fans. From the time when education started its first phase of commercialisation, the responsibilities of the teacher too, have been compromised. 3, pp. However, commercialization may also encounter severe resistance in elite sports service ecosystems. Personally, the biggest negative aspect of commercialization is . However, fans may not consider themselves to be customers as their levels of engagement and loyalty to their teams often are very distinct from traditional relationships between a customer and a firm (Numerato and Giulianotti, 2018). (2018), Sport team emotion: conceptualization, scale development and validation, Sport Management Review, Vol. 5, pp. Garca, B. and Welford, J. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports.,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 . 5, pp. The media can have both a positive and negative effect on sport. Examining the effect of expansion teams and soccer-specific stadiums on Major League Soccer attendance, Sport, Business and Management: An International Journal, Vol. (2019), Your Neighbors Walk Alone (YNWA): urban regeneration and the predicament of being local fans in the commercialized English football league, Journal of Sport and Social Issues, Vol. In European contexts and in a competition like the Olympics, elite sports often have close associations to ideals of amateurship and local connectedness. (2019) studied German football fans' attitudes towards selling more than 50% of clubs to private investors. Therefore, in line with Garca and Welford (2015), future research must delve into other types of elite sports and other geographical settings to understand how commercialization affects fans to elite sports. 41 No. 25-49, doi: 10.1080/16184742.2013.865248. (2012), New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer, Soccer and Society, Vol. 4, pp. In elite sports, commercialization implies a focus on market-oriented ideals, business-like management structures and sponsorship activities (Dubal, 2010). For instance, new ways of organizing events and organizing a fan community can form a perceived disenchantment and over-rationalization that fans resist (Hognestad, 2012). 18 No. (2011), Foreign fandom and the Liverpool FC: a cyber-mediated romance, Soccer and Society, Vol. 55-66, doi: 10.1108/13555851011013155. Khondker and Robertson, 2018). Studying Spanish and German football fans, Behrens and Uhrich (2019) observed that fans may be sceptical of newcomers. Advertisements on major events rising in terms of worth (e.g. 457-484, doi: 10.1080/16184742.2017.1318410. (2016), How context shapes value co-creation: spectator experience of sport events, Service Industries Journal, Vol. Granados etal., 2011). (2013), Emotion and memory in nostalgia sport tourism: examining the attraction to postmodern ballparks through an interdisciplinary lens, Journal of Sport and Tourism, Vol. 13 No. 30 No. Rose, M., Rose, G.M., Merchant, A. and Orth, U.R. (2017), Linking sport team sponsorship to perceived switching cost and switching intentions, European Sport Management Quarterly, Vol. - advertising. * Daniel, P. and Kassimeris, C. (2013), The Politics and Culture of FC St. Pauli: from leftism, through anti-establishment, to commercialization, Soccer and Society, Vol. (2016), If we build it, will they come? 33-4610, doi: 10.1108/IJSMS-10-03-2009-B005. While fans and other major stakeholders traditionally have been local, teams and athletes increasingly seek to internationalize their fan bases to expand commercially (e.g. (2011), Divided loyalty? Considering the multitude of sports, types of fans and geographical contexts, future studies are likely to find more examples of how commercialization positively influences dimensions of being a fan by using a larger variety of theories and concepts. Bond, A.J., Widdop, P. and Chadwick, S. (2018), Football's emerging market trade network: ego network approach to world systems theory, Managing Sport and Leisure, Vol. 377-391, doi: 10.1080/14660970.2012.655507. * Giulianotti, R. (2002), Supporters, followers, fans and flaneurs: a taxonomy of spectator identities in football, Journal of Sport and Social Issues, Vol. Sponsorship places on the team clothes increasing in worth, Transforming ownership structures of elite sport teams and increase in private owners, Private investors taking over to either make profits (e.g. Sport was the principal keyword, combined with Commercialization. Hungenberg, E., Slavich, M., Bailey, A. and Sawyer, T. (2020), Examining minor league baseball spectator nostalgia: a neuroscience perspective, Sport Management Review, Vol. Table5 summarizes each theme and the major results found in the specific papers. 386-410, doi: 10.1177/0193723505280530. Dixon (2014) interviewed loyal, long-term English football fans regarding the so-called Disneyfication of products, services and experiences that are branded and sold using their team's logo. 2, pp. 14 No. 5 No. Nonspecific, Cycling, Rugby, Baseball, Basketball, Consumer Attitudes, Stakeholder Theory, Resistance Theory, Ritual Theory, Role-Model Theory, Cultural Capital Theory, Extraordinary Experiences, Spatial Dimension Theory, Image Transfer Theory, Attachment Theory, Environmental Psychology Theory, Network Theory, Symbolic Consumption Theory, Systems and Life World Theory, Hegemony Theory, Commercialization of the role of athletes, teams and fans, Professionalization and market-orientation of elite sport teams management, Athletes becoming star-players and their importance for team identity, Introducing consumption-oriented ideals on fans, Elite sports becoming an entertainment product, Global branding of athletes/players/teams, Increased presence and coverage from media and major broadcasters. On an overarching level, the results indicate that increasing commercialization can lead to both value-co-creation and value-co-destruction in these service ecosystems. Click the card to flip . psychological and behavioural loyalty (Bauer etal., 2008). One of the spirits of sport is to develop healthy life style. More media in sport. Anglo-Saxon regions, particularly England (14), were the most prominent. Consider the inspiring images from the Paralympic Games and how they change people's perception of people with disabilities in our . Today it seems there is hardly any level of sports participation which does not have sponsorship or some variety of commercial venture. As elite sports are often characterized by close bonds between fans and teams or athletes, the different dimensions of commercialization impact this relationship. For instance, if clubs prioritize financial profits, fans may respond negatively to the fact that they are treated as regular customers. (2012) study clubs from a branding perspective and focus on the implications of commercial brand extensions on fans' emotions. These are well-known research themes in the fan literature (see the eight dimensions proposed by Stewart etal. These papers often use critical approaches to commercialization, regularly using concepts such as commodification (e.g. * Meng, M.D., Stavros, C. and Westberg, K. (2015), Engaging fans through social media: implications for team identification, Sport, Business and Management, Vol. 3, pp. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. Students should be taught to justify why the impact . Thus, there is an urgency in approaching fans of women's elite sports and discussing how they respond to commercialization. Visit emeraldpublishing.com/platformupdate to discover the latest news and updates, Answers to the most commonly asked questions here, 2022, Erik Winell, John Armbrecht, Erik Lundberg and Jonas Nilsson, References marked with an asterisk indicate studies included in the review, Examining the relationship between brand emotion and brand extension among supporters of professional football clubs, Spectacularized sport: understanding the invention of a nostalgic, commodified sporting event, International Journal of Sport Communication, Jokerits move to KHL: an odd momentum in the commercialization of Nordic elite ice hockey, Brand image and fan loyalty in professional team sport, Club members in German professional football and their attitude towards the 50+1 RuleA stakeholder-oriented analysis, Uniting a sport teams' global fan community: prototypical behavior of satellite fans enhances local fans' attitudes and perceptions of groupness, A child's Christmas in America: Santa Claus as deity, consumption as religion, The effects of emotions on football spectators' satisfaction and behavioural intentions, Football's emerging market trade network: ego network approach to world systems theory, Experiential marketing in sport spectatorship services: a customer perspective, The Politics and Culture of FC St. Pauli: from leftism, through anti-establishment, to commercialization, A digital ethnography of fan reaction to sponsorship termination, Football fandom and Disneyisation in late-modern life, Influence of the virtual brand community in sports sponsorship, The neoliberalization of football: rethinking neoliberalism through the commercialization of the beautiful game, International Review for the Sociology of Sport, Local tradition versus globalisation: resistance to the McDonaldisation and Disneyisation of professional football in England, Divided loyalty? Furst, R.T. (1971), Social change and the commercialization of professional sports, International Review of Sport Sociology, Vol. 606-621, doi: 10.1123/jsm.25.6.606. Fan resistance can motivate fan communities to reshape the meanings and identities of clubs (e.g. 3, pp. Jensen etal., 2012; Dos Santos etal., 2016). 2, pp. Other types of football are specified in the text (i.e. The findings suggest that by commercializing, e.g. Woisetschlger etal., 2013). 175-181. 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. Below, we set out a research agenda focusing on methodological, theoretical, conceptual, and empirical development. These changes may negatively affect fans' engagement with and perceived value of being fans (Tinson etal., 2021; Hognestad, 2015). Critics claim the pace, and occasionally the outcome, of major league sports games are dictated by television commercials. He specializes in consumer behaviour, with a wide empirical focus in areas such as sports, financial services and consumer privacy. Many conceptual studies apply critical theory and, as such, perhaps a built-in critical perspective towards increasing commercialization. The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. 324-348, doi: 10.1108/EJM-10-2014-0633. Dos Santos etal. Technology affects many aspects of sport from performance on and off the field to spectating and public profile. The Pro's and Con's for the Sport! For instance, in the dominant setting, i.e. 6 No. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Sponsorship has been extensively researched in relation to fans' attitudes. Meier, H.E. international player recruitment, which fans may perceive differently compared to how intensified commercialization is perceived in men's elite football. 6 No. The literature also illustrates how sponsors affect fan identification. 1, pp. 3, pp. They provide needed publicity and create and maintain spectator interest among large numbers of people. interest in football and the increasing commercialisation of the sports and thus protects the emotional bond that exists between the club and its fans. 12 No. Stieglitz, S., Dang-Xuan, L., Bruns, A. and Neuberger, C. (2014), Social media analytics, Business and Information Systems Engineering, Vol. 19 No. 3, pp. 23 No. The media promote the commercialisation of sports. This implies a process that remains strict to the scope, as well as to the relevance of the paper (Tranfield etal., 2003). 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? (2014), Superstars as drivers of organizational identification: empirical findings from professional soccer, Psychology and Marketing, Vol. Subcultural capital and the commercialization of a music scene, Deviant Behavior, Vol. The relationship between sport, sponsorship and the media. 33 No. 34 Nos 17-18, pp. Fritz etal., 2017). 29 No. and Exler, S. (2008), Brand image and fan loyalty in professional team sport, Journal of Sport Management, Vol. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. 2, pp. Hence, papers that discuss commercialization and elite sports in broader terms were excluded from the review. However, if satellite fans understand and adapt to the existing local fan community, positive attitudes towards this group are more likely. Hence, the conflicts and tensions between a commercial, and a non-commercial logic are not equally intense as in, e.g. This is because these tourist fans have not been loyal to the teams for long. 6) Difficulty in minority sports getting any sponsors. Methodologically, the review builds on the method suggested by Tranfield etal. and Mechikoff, R.A. (1992), Deep fan: mythic identification, technology, and advertising in spectator sports, Sociology of Sport Journal, Vol. 4, pp. Erik Winell, PhD Student is a doctoral student at the School of Business, Economics and Law at Gothenburg University. * Kennedy, D. (2012), Football stadium relocation and the commodification of football: the case of Everton supporters and their adoption of the language of commerce, Soccer and Society, Vol. Sporting events, teams and even individual players wear logos on uniforms and appear in television advertising. 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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