体育冠名权的法理分析——一个球衣换名案引发的思考
发布时间：2018-07-21 22:02
【摘要】：随着社会经济的不断发展,注意力资源作为一种重要的市场资源越来越受到市场的重视,体育冠名权就是运用注意力资源的典型,企业利用被冠名载体所吸引的注意力资源宣传自身品牌形象扩大自身影响力,已经成为一种被广泛应用的商业模式且还有不断发展壮大之势。以恒大单方面更换球衣胸前广告产生的违约成本和产生的商业价值来分析体育冠名权的法律保护迫在眉睫。分析认为,体育冠名权是一种私权并兼具公共属性;体育冠名权属于名称权的一种扩张,有其独特属性,易受到新闻媒体的侵害,更易受到来自于物主的侵害,需要针对体育冠名权的独特属性配置一套直接的保护规则。
[Abstract]:With the continuous development of social economy, attention resources as an important market resource are paid more and more attention by the market. Sports naming right is a typical use of attention resources. Enterprises use the attention resources attracted by the name carrier to promote their brand image to expand their influence, which has become a widely used business model and has a growing trend. It is urgent to analyze the legal protection of sports naming right by analyzing the breach cost and commercial value caused by Evergrande's unilateral replacement of jersey. The author thinks that sports naming right is a kind of private right and public attribute, and sports naming right belongs to an expansion of name right, which has its unique property, is easy to be infringed by the news media, and is more vulnerable to the infringement from the owner of the property. It is necessary to configure a set of direct protection rules for the unique attributes of sports naming rights.
【作者单位】： 湖南师范大学体育学院;湖南涉外经济学院文法学院;
【基金】：湖南省教育厅科学研究优秀青年项目(16B173)
【分类号】：D90
本文编号：2136996
[Abstract]:With the continuous development of social economy, attention resources as an important market resource are paid more and more attention by the market. Sports naming right is a typical use of attention resources. Enterprises use the attention resources attracted by the name carrier to promote their brand image to expand their influence, which has become a widely used business model and has a growing trend. It is urgent to analyze the legal protection of sports naming right by analyzing the breach cost and commercial value caused by Evergrande's unilateral replacement of jersey. The author thinks that sports naming right is a kind of private right and public attribute, and sports naming right belongs to an expansion of name right, which has its unique property, is easy to be infringed by the news media, and is more vulnerable to the infringement from the owner of the property. It is necessary to configure a set of direct protection rules for the unique attributes of sports naming rights.
【作者单位】： 湖南师范大学体育学院;湖南涉外经济学院文法学院;
【基金】：湖南省教育厅科学研究优秀青年项目(16B173)
【分类号】：D90
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，本文编号：2136996
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