运动员肖像权商业使用的民法视角

Commercial Application of Athlete's Portrait Right Viewed from Civil Law

以民法视角探讨运动员肖像权的商业使用问题,认为:作为自然人的人格权之一,肖像权的使用必须经过肖像权人的同意,使用方式包括体育赞助、运动员自身使用授权他人使用几种类型。肖像权使用合同应当明确当事人的权利义务,当事人应当遵守合同的约定。在现行的体制框架下,对于在役运动员来说,鉴于国家对他们的培养投入巨大,应当分享开发其肖像权所得的商业利益。如果相关规定存在瑕疵或者对运动员不公平,可以通过协商方式进行解决。

The paper discusses the commercial application of athlete＇s portrait right from the perspective of civil law.The portrait use should have the permission of the people with this portrait right and the application ways include sports sponsorship,self application of the athletes and authorized usage.The portrait use contract should clarify the obligations and right of the parties.Due to the massive investment for the cultivation of the athletes,the commercial value their portrait right should be explored and shared.If there are problems of some regulations and unfair situation for the athletes,negotiation is needed to cope with the problems.