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赛事品牌是一种无形资产,它是赛事外在的形象标识。市场经济条件下,随着体育赛事品牌知名度的提高,针对各种赛事品牌的侵权行为开始出现并有扩大的趋势,一定程度上影响和制约赛事的健康发展。文章全面阐述了国际、国内体育赛事品牌法律保护的现状,对体育赛事品牌侵权行为进行了分析,从构建完善的体育合同法律体系、加强体育赛事转播机构的法律约束力、完善反埋伏营销法律体系、维护明星运动员的权益等方面提出了对体育赛事品牌进行必要法律保护的措施,研究目的在于促进体育赛事品牌的健康快速发展。
Event brand is an intangible asset, it is the image of the event outside the logo. Under the condition of market economy, as the popularity of sports event brand is enhanced, the infringement acts against various event brands begin to appear and have an expanding tendency, which will affect and restrict the healthy development of the event to a certain extent. This article comprehensively expounds the status quo of legal protection of international and domestic sports brands and analyzes the brand infringement of sports events from the perspective of constructing a perfect legal system of sports contract, strengthening the legal binding of sports relay agencies and improving the anti-ambush marketing legal system , Safeguarding the rights and interests of star athletes and other measures put forward the necessary legal protection of the sports event brand, the purpose of which is to promote the healthy and rapid development of the sports event brand.