重大体育赛事隐性营销侵权行为的法律分析

Legal Analysis on the Implicit Marketing Tort of Major Sports Events

对重大体育赛事中出现的"隐性营销"现象进行概念解读,指出隐性营销会给体育赛事、知识产权保护及赞助商利益带来巨大危害。结合隐性营销的涵义和限制性规定深入分析"隐性营销"侵权行为的法律要件,以期对推进"隐性营销"侵权责任的明确,保护"隐性营销"侵权案件相关权利人的合法权益提供理论参考。

Interpreting the implicit marketing of sports events, this paper points out its great damage to the interests of intellec- tual property protection and its sponsors. Combined with definition of implicit marketing and in-depth analysis of ＂implicit mar- keting＂, it hopes to promote its tort liability clearly, and provide a theoretical reference to protect the legal rights of related obli- gee in infringement cases.