| （Department of Physical Education，Hunan University of Humanities Science and Technology，Loudi 417000，China） Abstract: By analyzing behaviors of the missing of good faith on the sports sponsoring market in China, the author specified the value of good faith on the sports sponsoring market. Starting at analyzing causes for the missing of good faith on the sports sponsoring market, the author comprehensively analyzed signs of the missing of good faith on the sports sponsoring market in China, dissected behaviors of the missing of good faith on the sports sponsoring market in China, and on such a basis put forward action-specific countermeasures against behaviors of the missing of good faith on the sports sponsoring market in China. Via his study the author put forward the following opinions: the construction of the sports sponsoring market regulating system in China has fallen behind the demand for de-velopment; various related parties on the sports sponsoring market have an insufficient understanding of the impor-tance of good faith; at present, the good faith environment on the sports sponsoring market in China can be effec-tively improved and the healthy and orderly development of the sports sponsoring market in China can be constantly boosted only by perfecting laws and legislations as well as by constructing a powerful ethical restraining system.
Key words: sports economics；sports sponsoring market；market good faith；China |
