我国体育赞助市场隐性营销行为的法律规制——以第三人侵害债权为视角

Legal Regulations for Ambush Marketing of Sponsorship Market in China——Infringement of Third Party

体育赞助市场是近年来的新兴市场,也是体育中介市场的重要部分。以探索赞助市场中隐性营销行为的规制途径为研究目的,从第三人侵害债权的视角对其法律依据和救济措施进行分析。研究认为,赞助合同债权作为侵权客体具有法律依据;赞助商可向法院申请颁发禁令或请求他人承担侵权损害赔偿责任来维护自身利益。

Sports sponsorship market is a newly emerging market and an important part of the sports intermediary market.This paper studied the regulating of ambush marketing of the sponsorship market from a third person per spective of infringement with regard to its legal basis and relief measures.It was held that sponsorship contract credi tor＇s rights as the object of legal basis could court for issue ban or request others to assume tort liability for damages to safeguard their own interests.