The Research On Commercial Utilization And Legal Protection Of Sport Naming Right

Sport naming right is a cut-in point which merges sport into economy under the system of socialist market economy. It is also a very important part of the development of sport market. However, the theoretical studies on naming right and sport naming right are very few in our country. Besides, both the width and the depth of the existing studies are far from adequate. Therefore, considering the significant of this kind of new commercial behavior which has been deeply embedded in the operation of market economy, we carry out this study on sport naming right covering its characters, basic competes and in particular, the professional legal documents suitable for the perfection of sport name right. The purpose of this thesis is to provide certain theoretical aduces for our country' s sport name right market on its road to standardization and legalization.The main methods employed in this thesis are documents, interview and logical reasoning and so on. In addition, views on various subjects such as law, economics and physical education, etc. have been used synthetically.Conclusions:1. Sport naming right is a kind of right which renders it legal for sport unit, legal personal or some special human gatherings to transfer the right of name of articles which is characteristic of social cognition.2. Sport naming right is a kind of property right that is invisible and belongs to intellectual property. It is also a part of merchandising right. It possesses twofold attributions: personality right and property right.3. Sport naming right is originated commercially from thedevelopment of sport industry, mass medium and advertisement industry. There are many legal factors influencing the assessment on it, such as legality of subject qualification, legality of subject owing the name and legality of words usage. On most cases, market methods are employed to appraise the value of sport naming right.4. Sport naming right contract is one arrived at under the agreement of two parts concerned, with regard to the use of name of a certain sport article. It strictly regulates the right and obligations of each part. But this contract is different from contract of sale, contract of gift and conditional contract of gift. From the view of signing, such a contract is similar to advertisement contract granted with effect of real right of the permission of the name right.5. The civil liabilities of sport naming right include liability for violation of contract and liability for infringement.