An Antinomy Analysis of Athlete Effigy Within Sports Sponsor——Base on Case of Yao Ming's Accusing for Coca Cola Company

摘要

Though the portrait right of professional players, especially sport stars have been sufficiently displayed in sports support activities, its concept is not defined precisely and consistently in different laws or regulations during the ten years of sports industrialization. Consequently business or law conflicts are resulted in. It is illustrated in the case in which YAO Ming accused Coca cola that is researched in this paper. And the solution is offered as following: the definition should become consistent in relevant laws and regulations; sport players should evaluate the background of sponsors and relative risks properly before accepting the supports; they also should ask the suggestions on laws from their agents; it is urgent to constitute the sports sponsor law in order to develop the sport industry at present.