随着北京奥运会的日益临近,奥运经济也日益活跃起来。在此背景下,我国体育无形资产的开发必将面临着绝好的升值契机。商家逐渐认识到知名运动员形象所蕴涵的巨大的商业价值,越来越多的运动员开始利用自身的形象权获得财富。与此同时,由于目前我国相关法律不健全,体育管理体制的有局限,在知名运动员形象的开发和利用上,出现了许许多多的问题,本文试作探讨。 With the approaching of the Beijing Olympic Games, the Olympic economy is also increasingly active. In this context, the development of China’s sports intangible assets will surely face an excellent opportunity for appreciation. Businesses are gradually recognizing the enormous commercial value inherent in the image of well-known athletes. More and more athletes are beginning to use their own image rights to obtain wealth. At the same time, due to the current imperfect laws in our country and the limitation of the sports management system, there are many problems in the development and utilization of famous athletes’ images.