体育品牌保护:论美国商标法的立法视角与司法实践  

Sports Brand Protection from Perspective of U.S.Trademark Law

作　　者：沈玢 SHEN Bin(Journalism School, Fudan Univ., Shanghai 200433, China)

机构地区：[1]复旦大学新闻学院,上海200433

出　　处：《武汉体育学院学报》2020年第3期39-44,共6页Journal of Wuhan Sports University

摘　　要：针对体育品牌的保护,商标法是涉及面最广、最值得研究的领域之一。从立法角度出发,美国《兰哈姆法》是调整有关商标法律关系的一个典型范例,其突出贡献在于将商标权利保护的普通法原则法典化。该法不仅把先使用原则作为确定商标归属的依据,还把它作为维持商标权利的准则,而混淆的可能性则是商标侵权行为中的主要认定标准。在司法实践中,美国奥林匹克委员会和国家橄榄球联盟的球队都曾因商标侵权问题提起法律诉讼,这些判例为商标法在体育领域的具体适用提供了充分的解读和阐释。目前,我国保护奥林匹克知识产权的法律框架已经基本形成,但如何更好地执行《奥林匹克标志保护条例》并将其延伸到其他体育商标的保护仍有待实践检验。而美国商标法的多因素评价体系、立法与执法的有机结合、商标注册制度都是值得借鉴和推广的体育品牌保护措施。Trademark Act is one of the most popular and broadest areas in sports law.This paper explores the basic principles of the trademark law and its specific applications in the field of sports on the basis of American Lanham Act and multiple trademark cases.According to the U.S.trademark law,the principle of first use not only serves as the basis for determining the attribution of a trademark,but also acts as a guideline for maintaining trademark rights.The possibility of confusion is the main criterion for trademark infringement.Through the interpretation of the legislative perspectives and the analysis of classic cases of the US trademark law,this paper analyzes the infringement cases involving the Olympic logo and the name of sports teams of NFL.With the advent of the Beijing 2022 Winter Olympics,it is beneficial to learn from the United States and other countries about their trademark laws and relevant judicial experience to protect the sports logos of the Olympics.

关 键 词：体育法学 体育品牌 商标 侵权 美国 奥林匹克标志保护条例 

分 类 号：G80-05[文化科学—运动人体科学]