中外体育场馆冠名权开发比较

Comparison of current situation of the development of stadium naming right at home and abroad

对中外体育场馆冠名权的开发进行了比较研究。研究结果表明,目前在体育发达国家,体育场馆冠名权开发已经是大型体育场馆一项重要的收入来源。而我国体育场馆冠名开发不景气,特别是在体育场馆冠名权开发研究方面仍是一项空白。伴随着入世和成功申办2008年北京奥运会以及体育法规法制的逐渐健全完善,在学习和借鉴国外体育场馆冠名权开发经营管理成功经验的基础上,我国体育场馆冠名权开发经营管理将会逐步进入正常发展的轨道,并会得到快速发展。

The authors carried out a comparative research on the development of stadium naming right at home and abroad, and revealed the following findings： At present,in sport developed countries stadium naming right has become an important source of income for big stadiums, while in China stadium naming right is still underdeveloped, especially there is no research on the development of stadium naming right; with China having become a member of the World Trade Organization and the host of Beijing Olympic Games 2008 as well as gradual completion and perfection of sports legislations and legal systems, the management and administration of the development of stadium naming right in China will gradually enter the track of normal development and rapidly develop on the basis of learning and referring to foreign country＇ s successful experience in management and administration of the development of stadium naming right.