Commercialization and Lifestyle Sport: Lessons from Twenty Years of Freestyle BMX in ProTown, USA
2010 (English)In: Sport in Society: Cultures, Media, Politics, Commerce, ISSN 1743-0437, E-ISSN 1743-0445, Vol. 13, no 7-8, 1135-1151 p.Article in journal (Refereed) Published
Recent research on lifestyle sport and commercialization reveals a problematic and complex relationship. The analysis presented here examines the development and impact of commercialization on a unique and influential local BMX scene over a 20-year period. Three forms of commercialization - paraphernalia, movement and mass market - are identified and their varying influences on the mobilization and development of this lifestyle sport are analysed. Findings reveal that lifestyle-sport insiders actively collaborate in each form of commercialization, especially movement commercialization which has the potential to build alternative lifestyle-sport institutions and resist adverse commercial influences. This research conceptualizes freestyle BMX as a social movement within the resource-mobilization perspective and relies upon a combination of direct and participant observation recorded through field notes and augmented by 25 in-depth interviews. The combination of analytical tools and methodological approach can help shed further light on the complex dynamics of commercialization in lifestyle sports.
Place, publisher, year, edition, pages
Abingdon: Taylor and Francis , 2010. Vol. 13, no 7-8, 1135-1151 p.
Lifestyle sports, commercialization, resource mobilization theory
Research subject Sociology
IdentifiersURN: urn:nbn:se:uu:diva-132782DOI: 10.1080/17430431003780070OAI: oai:DiVA.org:uu-132782DiVA: diva2:359151