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Athletes who make it to the upper echelons of professional ice hockey in North America are indoctrinated into the beliefs, norms, and rituals of the sport from an early age. These practices are often highly restrictive, and can eventually lead to reduced autonomy and eventual commoditization—defined as the extraction of economic and performance value to the point where athletes become indistinct and interchangeable. Using the commoditization framework developed by Hirschman and Hill ( 2000 ), we analyse how these processes de-humanize, control, and silence athletes and the role that institutions play in its enactment. Through an examination of these processes, this paper substantiates the concept of athlete commoditization and explores the influence of cultural and technological changes on our future conceptualization of the construct.

Calling the shots: organizational culture, performance, and the commoditization of ice hockey players