Commercialization and, e.g. activities in mass media and, or social media changes resources fans use for identity construction (e.g. Frew and McGillivray, 2008; Real and Mechikoff, 1992; Meng et al., 2015)

Commercialization shift heavily involved fan identities into becoming more like passive consumer identities (e.g. 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. Kerr and Emery, 2011; Richardson and Turley, 2006)

Commercialization elevates the importance of fan attitudes towards sponsors (Lee et al., 1997; Parganas et al., 2017)

Commercialization of teams, leagues and overarching structures impacts fan attitudes towards sport entities as well as other fans (Rouvrais-Charron and Kim, 2009; Behrens and Uhrich, 2019; Chanavat and Bodet, 2014; Jensen et al., 2012)

Commercialization impact emotional arousal and emotional attachment among fans (e.g. Ritzer and Stillman, 2001)

Commercialization implies new types of arranging sport events to yield emotional responses among fans (e.g. Andon and Houck, 2011)

Commercialization can reduce, or establish the loyalty among fans (e.g. Hyatt and Foster, 2015; Putra, 2019)

Commercialization may lead to resistance towards a commodified sport product and resistance due to perceived sense of alienation (e.g. Giulianotti, 2005; Kennedy, 2012; Merkel, 2012)