Aspects of commercialization identified in the review
| Areas of commercialization | Aspects of commercialization | Main conclusions on how fans react to commercialization |
|---|---|---|
| Commercialization of the role of athletes, teams and fans | Professionalization and market-orientation of elite sport teams management | Both positive and negative |
| Athletes becoming star-players and their importance for team identity | Both positive and negative | |
| Introducing consumption-oriented ideals on fans | Mainly negative | |
| Commercialization of elite sport infrastructure | Modernization of stadiums | Mainly negative |
| Creation of fan sites/fan parks | Both positive and negative | |
| Commercialization of communication in elite sports | Elite sports becoming an entertainment product | Mainly negative |
| Global branding of athletes/players/teams | Both positive and negative | |
| Commercial actors increase their impact on elite sports | Increased presence and coverage from media and major broadcasters | Both positive and negative |
| Increased influence of sponsors on teams and competitions | Both positive and negative | |
| Transforming ownership structures of elite sport teams and increase in private owners | Mainly negative |
| Areas of commercialization | Aspects of commercialization | Main conclusions on how fans react to commercialization |
|---|---|---|
| Commercialization of the role of athletes, teams and fans | Professionalization and market-orientation of elite sport teams management | Both positive and negative |
| Athletes becoming star-players and their importance for team identity | Both positive and negative | |
| Introducing consumption-oriented ideals on fans | Mainly negative | |
| Commercialization of elite sport infrastructure | Modernization of stadiums | Mainly negative |
| Creation of fan sites/fan parks | Both positive and negative | |
| Commercialization of communication in elite sports | Elite sports becoming an entertainment product | Mainly negative |
| Global branding of athletes/players/teams | Both positive and negative | |
| Commercial actors increase their impact on elite sports | Increased presence and coverage from media and major broadcasters | Both positive and negative |
| Increased influence of sponsors on teams and competitions | Both positive and negative | |
| Transforming ownership structures of elite sport teams and increase in private owners | Mainly negative |
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