体育赞助合同法律问题研究

发布时间：2018-12-14 17:01

【摘要】：体育活动的开展,带动了我国体育赞助事业的发展。作为国家体育事业发展的重要推动力,体育赞助事业理应得到国家的鼓励和大力支持。在推动体育市场产业化、商业化过程中,体育赞助行为有着不可替代的作用。体育赞助合同是体育赞助市场中赞助商和非赞助商就赞助行为所产生的权利和义务所订立的合同。体育赞助市场中,往往会出现体育赞助合同得不到履行,或者第三人侵害赞助商排他性权利得不到救济,赞助商的利益得不到保障的现象。同时由于我国目前缺乏体育赞助的立法,对体育赞助合同法律定性不明,所以并不能为体育赞助纠纷的解决提供统一的法律适用依据。为了充分保护赞助商的利益,提高赞助积极性,本文在对体育赞助合同的法律定性、体育赞助合同中排他性权利以及隐性营销行为进行分析的基础上,提出相应的立法建议。全文共分为四个部分,主要内容如下：第一部分：体育赞助合同的法律定性问题。主要就我国目前学界对体育赞助合同法律性质的争议进行评析,区别体育赞助合同与赠与合同、买卖合同以及广告合同,认定体育赞助合同为双务有偿、诺成性的独立合同。第二部分：体育赞助合同的排他性权利。主要论述排他性的特点、构成要素及如何保护赞助商的排他性权利问题,同时从反竞争性的角度出发,提出应当对排他性权利做出相应的限制。第三部分：第三人侵害合同行为——隐性营销。主要就隐性营销行为的涵义和表现形式出发,论证隐性营销侵权责任的实质和构成要件,最终提出对隐性营销侵权责任的救济。第四部分：体育赞助合同的立法构想。这一部分主要分析我国体育赞助合同的立法现状,提出相应的立法构想和建议,如体育赞助合同类型化、明确体育赞助主体范围等具体的措施。
[Abstract]:The development of sports activities has led to the development of sports sponsorship in China. As an important driving force for the development of national sports, sports sponsorship should be encouraged and strongly supported by the state. In the process of promoting the industrialization and commercialization of sports market, sports sponsorship plays an irreplaceable role. Sports sponsorship contract is a contract between sponsor and non-sponsor in sports sponsorship market. In the sports sponsorship market, the sports sponsorship contract can not be fulfilled, or the third party who infringes the exclusive right of the sponsor can not get relief, and the sponsor's interests can not be guaranteed. At the same time, due to the lack of legislation on sports sponsorship in our country, the legal nature of sports sponsorship contract is not clear, so it can not provide a unified legal basis for the resolution of sports sponsorship disputes. In order to fully protect the interests of sponsors and improve the enthusiasm of sponsorship, this paper analyzes the legal nature of sports sponsorship contracts, exclusive rights in sports sponsorship contracts and implicit marketing behavior, and puts forward corresponding legislative suggestions. The paper is divided into four parts. The main contents are as follows: the first part: the legal characterization of sports sponsorship contract. This paper analyzes the legal nature of sports sponsorship contract in China, differentiates sports sponsorship contract from gift contract, purchase and sale contract and advertisement contract, and concludes that sports sponsorship contract is an independent contract with double payment and promise. The second part: the exclusive right of sports sponsorship contract. This paper mainly discusses the characteristics of exclusiveness, the constituent elements and how to protect the exclusive rights of sponsors. At the same time, from the angle of anti-competitive, the author puts forward that the exclusive rights should be restricted accordingly. The third part: the third party infringes the contract behavior-recessive marketing. Based on the connotation and form of implicit marketing behavior, this paper demonstrates the essence and constitution of the tort liability of implicit marketing, and finally puts forward the remedy to the tort liability of recessive marketing. The fourth part: the legislative conception of sports sponsorship contract. This part mainly analyzes the current situation of the legislation of sports sponsorship contract in China, and puts forward corresponding legislative ideas and suggestions, such as the type of sports sponsorship contract, the clear scope of sports sponsorship main body and other specific measures.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D922.16

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