Abstract

As the most important part of sports industry，sports sponsorship drew a wide attention from the scholars and many findings and suggestions on it have been given.Confirming the nature of sports sponsorship is commercial exchange，applying the theory of property rights，this dissertation studied the property rights of sports sponsorship systemically.The aim of study is to probe and reveal the inherent principles of sports sponsorship and present the framework of property rights system of sports sponsorship.The study accords with the nature of sports sponsorship，meets the demand for the system of sports sponsorship，and contributes to the theoretical study on sports sponsorship

According to the framework of property rights system，the study is divided into three parts：the property rights foundation of sports sponsorship，the property rights transaction of sports sponsorship，and the property rights protection of sports sponsorship

The first part is study on the property rights foundation of sports sponsorship.The externality of the sports service products is put forward originally.This externality wins public attention and reputation for the suppliers of sports service product and turns to be a kind of properties which are intangible and derive from the sports service products.This property is created by the suppliers of the sports service products and ought to belong to the suppliers.The defining of the property rights resolves the externality of the sports service products and establishes the property rights foundation of sports sponsorship.Furthermore，following the standards of Transaction Costs and Pareto Improvement，the study discusses the principles of how to define the property rights of those intangible assets，such as，statutory principle，tangible protection，voluntary register and publicity，reasonable restriction to the property rights，etc

The second part is study on the property rights transaction of sports sponsorship.In term of the standard of the interest relationship，the study points out that sports sponsorship is the multilateral transaction.While each party's role in sports sponsorship is analyzed，the accordingly property rights of sports sponsorship is distinguished.The structure of the property rights transaction of sports sponsorship is concludedin the end of the part.In this part，it is innovative that the interests and property rights of media，consumers，and other intermedial organizations are pointed out

The third part is study on the property rights protection of sports sponsorship.The facts of infringing upon the property rights of sports sponsorship are listed.Then，economic analysis on the facts of infringement reveals that sports sponsorship infringement has a cost comparative advantage over the legal transaction for the sports sponsorship.So the principle of he the property rights protection of sports sponsorship is to reduce the cost of the legal transaction and increase the cost of infringement.Based on this principle，the property rights of sports sponsorship should be kept consistent in contract law and tort law should give sports sponsorship infringement more punishments.Ambush marketing always happens in the sports sponsorship.The study suggests that anti－unfair－competition law can grants the rights to the official sponsors for stopping ambush marketing and asking for compensation.This regulation has theoretical supporting from the third party's infringing upon creditor's right

As a whole，the defining of the property rights of the externality of the sports service products is the foundation of the property rights transaction of sports sponsorship.The property rights protection of sports sponsorship is guarantee for the defining and transaction of the property rights of sports sponsorship.the core of the system is the property rights transaction of sports sponsorship