How are fans affected by the commercialization of elite sports? A review of the literature and a research agenda

Purpose The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. Design/methodology/approach 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 elite sports. Findings The structured review shows that the impacts of commercialization on fans relate to four different themes. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed. Originality/value The paper highlights the complex and dynamic nature of commercialization. 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.