论体育伏击营销的反不正当竞争法规制

Discussion on Anti-unfair-competition Law Regulating Ambush Marketing

体育赛事历来就是伏击营销的重灾区,体育伏击营销具备多方面危害,但最直接的危害在于侵犯体育赞助商权益,给体育赞助事业的发展带来阻碍。文章例举国外反不正当竞争法对伏击营销规制,指出反不正当竞争法对伏击营销的规制作用在于赋予体育官方赞助商以要求伏击营销者停止侵权行为和赔偿损失的请求权,还为这一规制提供第三人侵害债权理论的支持,明确了伏击营销的反不正当竞争行为确认的标准。

Ambush marketing always happens in sports events. The official sponsor＇s right is infringed by the ambush marketers. The paper gives examples for anti-unfair-competition law regulating ambush marketing abroad and points out that anti-unfair-competition law grants the rights to the official sponsors for stopping ambush marketing and asking for compensation. This regulation has theoretical supporting from the third party＇s infringing upon creditor＇s right, The paper suggests the tort responsibility of the ambush marketers can be defined by like hood of confusion standard.