体育赛事传播权的法律规制与运营模式——来自欧洲的经验及启示

Legal Regulations and Marketing Modes of Audiovisual Sports Rights:Experience and Enlightment from Europe

欧洲体育法治与产业发展处于全球领先地位,体育赛事传播权的交易扮演着推动欧洲体育产业发展的重要角色。欧洲各国在体育赛事传播权法律性质认识上出现"企业权利说"等不同学说,并且以这些学说为基础,在成文法或者判例当中对体育赛事传播权的归属、权利内容进行规定。在传播权授权许可中,采用联合销售和专有销售等形式。此外,欧洲关于体育赛事传播权在数字传播时代下如何面对新技术冲击,以及传播权专有与公众信息自由二者间平衡等问题解决上已具有丰富的经验。我国近年来的体育赛事传播权交易日渐频繁,但也暴露出缺乏对体育赛事传播权法律性质以及市场运营的法律规定的问题。我国应借鉴欧洲经验,在《体育法》和《著作权法》中对体育赛事传播权进行细化阐述,构建符合我国实际的赛事传播权市场交易规范和运营模式,进而推动体育强国目标建设。

It is well known to all that the size of European sports industry and market are at the forefront in the world.Among them,as the source right of commu-nication interests of spotevents,the transaction of audiovisud spotrights has always played a sigicant role in promoting the development of sp try in EU.European countries have various views on the legal nature of audiovisual sports rights such as corporations*rightsw,and based on these premises,the ownership and content is set down.In the marketing of audiovisual sport rights,joint selling and exclusivity are regaixled as major methods.Additionally,Europe has drawn considerable experience in solving problems such as the impact of latest technologies and the balance between the audiovisual sports rights and die public,s freedom of information.In recent years,although China has seen unprecedented audiovidsual sports rights transactions,it also exposes the problems concerning about the legal nature and the marketing modes of audiovisual sports rights.Therefore,we should learn from the mature experience of the EU and elaborate audiovisual sports rights in the Sport Law and the Copyright Law.Further more,it is necessary to build a market transaction and operation model which meets China*s actual needs.By doing such we can achieve the goal of Sport Power Country.