| 摘要: |
| 以对孙杨“领奖服”事件客观理性评论为切入点，探讨精英体育为国争光与商业利益的抉择问题。认为孙杨在竞技表现、行为表现和仪式表现方面，维护了良好的国家形象，捍卫了国家的尊严，激发了国民的爱国情怀，完成了一名国家运动员的职责要求和历史使命。事件的本质是国家、集体与个人三级赞助商体系之间的利益冲突，属于商业纠纷范畴。建议转变政府角色，以监管为首要且唯一的身份定位，发挥体育管理部门在监管方面的优势，做好市场监管与服务工作；以“顶层设计”制度改革为推手，坚决破除行政垄断，释放市场与社会活力；在集体议价的制度框架下，充分体现运动员代言广告的商业权利；尽快修订相关的规章制度，制定真正意义上的市场化合同管理制度。 |
| 关键词: 精英体育 为国争光 体育赞助 商业权利 |
| DOI： |
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| 基金项目:河北省社会科学基金项目 |
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| Choice of Elite Sports between National Glory and Commercial Interests——Taking Sun Yang’s “Tracksuit” Event as an Example |
| HUANG Lu |
| (North China University of Technology) |
| Abstract: |
| Abstract：Starting from the objective and rational comment on Sun Yang’s “tracksuit” event, this paper explores the choice of elite sports between national glory and commercial interests. Sun Yang maintained a good national image, safeguarded the dignity of the country, stimulated the patriotism of the nation, and fulfilled the duties, requirements and historical mission of a national representative in terms of athletic, behavioral and ritual performance. The essence of the event is the conflict of interests among the three-level sponsorship system of the state, collective and individual, which belongs to the category of commercial disputes. It is suggested that the government should change its role, take supervision as the first and only position, give full play to the advantages of sports management departments in supervision, and do a good job in market supervision and service; take the reform of “top-level design” system as the driving force, resolutely break administrative monopoly and release market and social vitality; and under the framework of collective bargaining system, it fully embodies the commercial right of athletes to endorse advertising, amends relevant rules and regulations as soon as possible, and formulates a market-oriented contract management system in a real sense. |
| Key words: elite sports glory for the country sports sponsorship business rights |
