Table 1 A detailed list of areas,... | Emerald Publishing

Table 1

A detailed list of areas, processes and activities that exemplifies the intensified commercialization of elite sports

Areas of commercialization	Processes	Activities	Examples of studies
Commercialization of athletes and teams	Professionalization of elite sport teams who are driven as business-oriented corporations	Financial performance measures and employees recruited based on marketing expertise	Stenling and Fahlén (2009)
	The creation of a global transfer market for players in major team sports	Signing and selling players for substantive transfer fees. Teams base their potential development on player transfers	Bond et al. (2018), López Frías (2018)
Commercialization of elite sport infrastructure	Development of stadiums with an increasingly commercial tone	Creation of VIP-boxes, sponsored stadium names, advertisements in and around games, merchandise outlets	Ritzer and Stillman (2001), Woisetschläger et al. (2013)
Commercialization of communication in elite sports	Elite sports marketed as an entertainment product	Introduction of pre- and in-game entertainment. Broadcasted sports as an entertainment product	Duke (2002), Mason (1999)
	Athletes/players/teams becoming global brands	Expansion of marketing reach beyond domestic borders. Global orientation in attracting new fans	Fleischmann and Fleischmann (2019), Behrens and Uhrich (2019), Stokvis (2000)
	Commercialization of memorabilia and nostalgic elements related to the sport	Creation of open-air games (e.g. NHL Winter Classic). Selling souvenirs connected to the team history	Gordon (2013), Hungenberg et al. (2020)
Commercial actors increase their impact on elite sports	Increased influence and coverage of mass-media such as major broadcasters	Broadcasting deals sold for billions of money (e.g. UEFA Champions League, The Olympics). Advertisements on major events rising in terms of worth (e.g. Super Bowl Commercials)	Gantz et al. (2006), O'Hallarn et al. (2019)
	Increased influence of sponsors on teams and competitions	Branded competitions (e.g. Rimi Bowl, Pepsi Super Bowl, Ligue 1 Uber Eats). Sponsorship places on the team clothes increasing in worth	Hognestad (2015), Delia (2017)
	Transforming ownership structures of elite sport teams and increase in private owners	Private investors taking over to either make profits (e.g. franchise teams) or to make the team a marketing platform	Bauers et al. (2019), Dubal (2010)
	Global sport events, such as The Olympics and the FIFA World Cup, becoming Mega-Sport-Events (MSEs)	Formalization and planning of major sport events to attract millions. Major sport events having a major impact on local societies through increased tourism, new infrastructure etc.	Frew and McGillivray (2008)

Areas of commercialization	Processes	Activities	Examples of studies
Commercialization of athletes and teams	Professionalization of elite sport teams who are driven as business-oriented corporations	Financial performance measures and employees recruited based on marketing expertise	Stenling and Fahlén (2009)
	The creation of a global transfer market for players in major team sports	Signing and selling players for substantive transfer fees. Teams base their potential development on player transfers	Bond et al. (2018), López Frías (2018)
Commercialization of elite sport infrastructure	Development of stadiums with an increasingly commercial tone	Creation of VIP-boxes, sponsored stadium names, advertisements in and around games, merchandise outlets	Ritzer and Stillman (2001), Woisetschläger et al. (2013)
Commercialization of communication in elite sports	Elite sports marketed as an entertainment product	Introduction of pre- and in-game entertainment. Broadcasted sports as an entertainment product	Duke (2002), Mason (1999)
	Athletes/players/teams becoming global brands	Expansion of marketing reach beyond domestic borders. Global orientation in attracting new fans	Fleischmann and Fleischmann (2019), Behrens and Uhrich (2019), Stokvis (2000)
	Commercialization of memorabilia and nostalgic elements related to the sport	Creation of open-air games (e.g. NHL Winter Classic). Selling souvenirs connected to the team history	Gordon (2013), Hungenberg et al. (2020)
Commercial actors increase their impact on elite sports	Increased influence and coverage of mass-media such as major broadcasters	Broadcasting deals sold for billions of money (e.g. UEFA Champions League, The Olympics). Advertisements on major events rising in terms of worth (e.g. Super Bowl Commercials)	Gantz et al. (2006), O'Hallarn et al. (2019)
	Increased influence of sponsors on teams and competitions	Branded competitions (e.g. Rimi Bowl, Pepsi Super Bowl, Ligue 1 Uber Eats). Sponsorship places on the team clothes increasing in worth	Hognestad (2015), Delia (2017)
	Transforming ownership structures of elite sport teams and increase in private owners	Private investors taking over to either make profits (e.g. franchise teams) or to make the team a marketing platform	Bauers et al. (2019), Dubal (2010)
	Global sport events, such as The Olympics and the FIFA World Cup, becoming Mega-Sport-Events (MSEs)	Formalization and planning of major sport events to attract millions. Major sport events having a major impact on local societies through increased tourism, new infrastructure etc.	Frew and McGillivray (2008)