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体育赞助是体育产业的重要经济来源,对体育的发展具有巨大的推动作用。然而,在体育赞助中存在排他性交易协议、滥用市场优势地位以及损害消费者权益等反竞争行为,这些行为必然与我国近年颁布并逐步实施的《反垄断法》产生冲突。如何化解这些冲突,如何协调发展,是一个值得思考的问题。通过对体育赞助的反垄断法律问题进行分析和探讨,为我国《反垄断法》进一步实施以及与体育赞助的协调发展提供参考。
Sports sponsorship is an important economic source of the sports industry, which has a huge impetus to the development of sports. However, the existence of exclusive trading agreements in sports sponsorship, the abuse of market dominance, and consumer rights violations and other anti-competitive behaviors are inevitably in conflict with the “Anti-monopoly Law” promulgated and implemented gradually by our country in recent years. How to resolve these conflicts and how to coordinate their development is a question worth considering. Through the analysis and discussion of the antitrust legal issues sponsored by sports, it provides reference for the further implementation of antitrust law in our country and the coordinated development with sports sponsorship.