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4月29日,沈阳华晨金客俱乐部以《辽沈晚报》今年对该俱乐部及球队的报道中只使用“沈阳队”而不使用其全称为由将该报记者强行“请”出场外,此举遭到辽沈媒体的抗议和中国足协的干预,辽宁省体育记者协会随即决定,记协成员一律罢看在5月16日进行的沈阳海狮队与云南红塔队的比赛……这两起事件在足坛掀起了轩然大波。表面上看,矛盾的焦点是媒体是否有权任意使用已具有合法企业冠名的俱乐部及球队的名称,而实质上却关系到对体育赞助的理解及对无形资产产权的态度问题,类似的事件在中国体育界已发生过数起。
April 29, Shenyang Brilliance Jinke Club to “Liaoshen Evening News” this year, the club and the team reported only the use of “Shenyang team” instead of using its full name by the newspaper reporter forcibly “invited” appearances, The move was Liaoshen Media’s protests and the intervention of the Chinese Football Association, Liaoning Province, Sports Journalists Association decided immediately, all members of the Association will stop to see in the May 16 Shenyang Sea Lions team and Yunnan Hongta match ...... Both The incident set off an uproar in football. On the surface, the focus of conflicts is whether or not the media has the right to arbitrarily use the names of clubs and teams that already have legitimate corporate titles, but in essence they are concerned with the understanding of sports sponsorship and attitudes toward intangible property rights. There have been several incidents in sports in China.