【摘要】：隨著社會(huì)經(jīng)濟(jì)的不斷發(fā)展,注意力資源作為一種重要的市場(chǎng)資源越來(lái)越受到市場(chǎng)的重視,體育冠名權(quán)就是運(yùn)用注意力資源的典型,企業(yè)利用被冠名載體所吸引的注意力資源宣傳自身品牌形象擴(kuò)大自身影響力,已經(jīng)成為一種被廣泛應(yīng)用的商業(yè)模式且還有不斷發(fā)展壯大之勢(shì)。以恒大單方面更換球衣胸前廣告產(chǎn)生的違約成本和產(chǎn)生的商業(yè)價(jià)值來(lái)分析體育冠名權(quán)的法律保護(hù)迫在眉睫。分析認(rèn)為,體育冠名權(quán)是一種私權(quán)并兼具公共屬性;體育冠名權(quán)屬于名稱權(quán)的一種擴(kuò)張,有其獨(dú)特屬性,易受到新聞媒體的侵害,更易受到來(lái)自于物主的侵害,需要針對(duì)體育冠名權(quán)的獨(dú)特屬性配置一套直接的保護(hù)規(guī)則。
[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.
【作者單位】： 湖南師范大學(xué)體育學(xué)院;湖南涉外經(jīng)濟(jì)學(xué)院文法學(xué)院;
【基金】：湖南省教育廳科學(xué)研究?jī)?yōu)秀青年項(xiàng)目(16B173)
【分類號(hào)】：D90

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