国家队运动员身份混同引发的商业代言法律争议  

Legal Disputes over Commercial Endorsement Caused by the Misidentification of National Team Athletes

作　　者：王晓贞[1] 齐俣 WANG Xiaozhen;QI Yu(College of Sports,China University of Mining and Technology,Xuzhou 221116,Jiangsu;Faculty of Law,The Chinese University of Hong Kong,Hong Kong 999077,China)

机构地区：[1]中国矿业大学体育学院,江苏徐州221116 [2]香港中文大学法律学院,中国香港999077

出　　处：《阜阳师范大学学报（社会科学版）》2024年第2期115-121,共7页Journal of Fuyang Normal University：Social Science

摘　　要：近年来,随着社会经济的不断发展,国家队运动员身份发生了重大变化,产生了身份混同这一复杂的问题,进而可能导致对身份法律性质的认识谬误、多重身份规范适用冲突等诸多法律问题。运用文献分析法,结合国家队队员参与商业代言活动所引发的相关法律争议,提出相关治理建议,以期为完善我国体育纠纷解决机制和落实保障运动员合法身份权益建言献策。具体来说,应坚持确立身份规则这一出发点和落脚点,在此基础上明确国家队运动员身份权利的内容与边界,以及试行运动员商业开发活动招标制度。In recent years,with the continuous development of the social economy,the identity of national team athletes has undergone significant changes,resulting in the complex problem of identity confusion,which may lead to misunderstandings of the legal nature of identity,conflicts in the application of multiple identity norms and other legal issues.Using the method of literature analysis,combined with the relevant legal disputes caused by the participation of national team members in commercial endorsement activities,relevant governance suggestions are proposed to improve China’s sports dispute resolution mechanism and provide suggestions for protecting the legitimate identity rights and interests of athletes.Specifically,we should adhere to the starting point and foothold of establishing identity rules,and on this basis,clarify the content and boundaries of the identity rights of national team athletes,as well as implement a bidding system for commercial development activities of athletes.

关 键 词：国家队运动员 身份混同 商业代言 法律争议 

分 类 号：D922.294[政治法律—经济法学]