我国竞技体育明星广告代言收入归属与分配问题研究

A Study on the Attribution and Distribution of the Advertising Endorsement Income of Competitive Sports Stars in China

近年来,我国体育明星广告代言收入归属与分配的纠纷层出不穷,影响了运动员、运动队乃至整个体育事业和体育产业的发展。回顾了学界和社会对该类事件的观点及其转变过程,梳理了相关规章制度的修订变化,并基于运动员培养方式的不同,对国家队包办模式、运动员单飞模式和社会资本参与模式下的体育明星广告代言收入归属与分配问题分别进行讨论。通过与娱乐明星的比较,汲取其在合同和经纪人方面的有益经验。指出,应建立健全法律法规,规范体育明星代言收入的归属与分配;在运动员分类管理的基础上,对合同进行明确细化;大力发展职业体育经纪人产业,促进体育产业发展。

In recent years,the attribution and distribution of the advertising endorsement income of competitive sports stars in China has drawn disputes endlessly,and this has affected the athletes,sports teams and the development of the whole sports career and sports industry.This study reviews the viewpoints and their turnovers of the academic circle and the society towards such events,and analyzes the revised changes of the relevant rules and regulations.The attribution and distribution of the advertising endorsement income of sports stars in the monopolized arrangement mode from the national team,self-arranged mode,and the participation mode of social capitals,based on the different ways of athlete training,are discussed respectively.Its comparison with the entertainment stars can be beneficial for the contract making and the brokering.This study points out that the laws and regulations should be established to standardize the attribution and distribution of advertising endorsement income of sports stars,the contract should be refined and specified on the basis of classification management of athletes,the professional sports brokering industry should be developed vigorously to promote the development of sports industry.