| （Department of Physical Education，Guangdong Commercial College，Guangzhou 510320，China） Abstract: By using theories about institutional transformation, the author studied institutional innovations for commercial activities of athletes in China, and expatiated on the following malpractices of athlete’s commercial ac-tivity related institutions currently effective: the private and official organizational forms concurrently existing and the management and operation concurrently effective running manner of the Project Management Center are the in-stitutional obstacles for athlete’s commercial activities; athlete’s commercial development resources are administra-tively monopolized, resulting in that the main body of the property right of athlete’s intangible assets is undiversi-fied, and that it is relatively difficult for social capital to participate in athlete’s commercial activities, which are bad for realizing the maximization of athlete’s commercial value. Via his study the author put forward the following opinions: anti administrative monopoly is not an task that can be undertaken solely by the Antitrust Law; the key to perfecting athlete’s commercial activity related institutions is that the Project Management Center should transform its functions, and completely separate management from operation, so as to eliminate the soil for growing adminis-tratively restricted competitions. Accordingly, the author probed into the trial institution of bid invitation for ath-lete’s commercial activities of the Project Management Center, as well as contract management manner improve-ment in order to optimize the allocation of property right of athlete’s commercial value development resources, and to enhance the effect of athlete’s commercial activities.
Key words: sports economics；commercial development；athlete；sports law |
