How are fans affected by the commercialization of elite …
Introduction. Elite sports have been subject to commercialization for many decades (Dubal, 2010; Hoehn and Szymanski, 1999)mercialization is increasingly evident in many elite sports service ecosystems (e.g. Merkel et al., 2016; Laurell and Soderman, 2018) and is at least partly induced by sponsors (e.g. Woisetschläger et al., …