The study "How are fans affected by the commercialization of elite sports? A review of the literature and a research agenda" by PhD student Erik Winell, in collaboration with co-authors Erik Lundberg, John Armbrecht, and Jonas Nilsson, is based on a review of 42 academic articles published between 1992 and 2020. These articles highlight various ways in which fans are affected by the increasing commercialization of elite sports. The review identifies four key areas where fans are impacted: identity, attitudes, emotions, and behavior.
– One of the findings is that the effects of commercialization may threaten key aspects of being a fan, such as identification with the team, says Erik Winell.
He further explains the broader findings of the article. The results show that current studies have identified both positive and negative effects of commercialization on fans. However, most of the research has focused on negative effects, which the authors suggest might be due to the fact that many existing studies center on local fans of English league teams.
– Another key finding was that almost no studies exist which focuses on the effects of commercialization on fans of women's elite sports. Considering the rapid development of women's elite football, for example, we believe that this is a crucial area for future research, adds Erik Winell.
"It feels like a cool milestone"
The recognition came as a pleasant surprise for Erik Winell, after the article won the Outstanding Paper award at the 2024 Emerald Literati Awards.
– To be fully honest, I did not know about this award before I got the news, but now it of course feels like a cool milestone, and I'm glad that it has so many downloads, says Erik Winell.
Erik Winell hopes the paper will reach beyond academic circles:
– It's cool that our paper gets such recognition. On the other hand, I believe this shows the relevance of our topic and that our paper can tap into discussions both within and outside academia about the effects of elite sport and commercialization on fans.
What inspired you to write about the commercialization of elite sports and its impact on fans?
– I think my personal interest in sports is a big factor. But it's not just that, Erik Winell says
He continues:
– What sparked the curiosity for this particular article was noticing that discussions about the commercialization of elite sports are often focused on what we can describe as Anglo-Saxon sports, with men's English Premier League as a prime example. At the same time, in Sweden, both men's and women's elite sports are also undergoing commercialization, but the discussions here are quite different, and conerns about "over-commercialization" are not as prominent, Erik Winell says.
He concludes:
– That, combined with how sports are becoming more and more global industries, and seeing how many fans are buying into that, was a key driver for my curiosity.
Text: Simon Fredling Jack, communicator.
