前不久,国家体委颁布了一项关于运动员做商业性广告的管理规定。这项措施表明国家体委高度重视体育无形资产的开发,并最终将运动员的无形资产所有权明确为国家所有。在此前,当传媒就某些著名运动员做广告的问题采访国家体委有关部门时,得到的答复大都是不支持也不反对。中国运动员做广告今天早巳不是新鲜事了。著名的运动员,如邓亚 Not long ago, the State Sports Commission issued a regulation on athletes’ commercial advertising. This measure shows that the State Sports Commission attaches great importance to the development of sports intangible assets, and ultimately defines the ownership of intangible assets of athletes as state-owned. Prior to this, when the media interviewed the relevant departments of the State Sports Commission on the issue of advertisements for certain well-known athletes, most of the replies received were neither supported nor opposed. The early days of Chinese athletes advertising are not new. Famous athletes such as Danya