|关键词: 精英体育 为国争光 体育赞助 商业权利
|Choice of Elite Sports between National Glory and Commercial Interests——Taking Sun Yang’s “Tracksuit” Event as an Example
|(North China University of Technology)
|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