【摘要】 在竞技体育快速发展的商业化背景下，我国运动员个人与集体赞助商中有关形象权的问题冲突频发.文章运用文献资料法分析冲突之源，并从国家体育总局政策与现行法律存在的矛盾和运动员的培养体制、运动员形象权自主利益的公平为出发点进行分析，通过借鉴国外运动员形象权纠纷处理经验，切入本土化视角，提出对我国运动员个人与集体赞助商形象权法律保护的三点建议：从法律上明确侵犯运动员个人形象权的构成要件；借鉴欧美国家对运动员形象权的管理制度；新媒体时代，完善网络舆论相关法案.更多还原

【Abstract】 Under the background of the rapid development of the commercialization of competitive sports, conflicts about the right of image between individual athletes and collective sponsors occur frequently. This paper tried to analyze the source of the conflict by using the literature method, and started from the contradictions between the policy of the General Administration of Sport of China and the existing laws, the training system of athletes, and the fairness of the independent interests of athletes’ image right. Based on the experience of dealing with the image right disputes of foreign athletes and from the perspective of localization, this paper put forward three suggestions on the legal protection of the image right of Chinese athletes’ individual and collective sponsors: firstly, the constitution elements of infringing athletes’ personal image right should be clearly defined in law; secondly, the management system of athletes’ image right should be learned from European and American countries; thirdly, laws related to network public opinion should be improved in the era of new media.更多还原