Managing Intangible Assets of Sports Celebrities in China

In China, generous governmental funding of elite sport development has contributed to the Chinese sport industry rapid growth. With increasing numbers of sports activities and mass media broadcasting, famous professional athletes are more popular than ever. Despite the dramatic developments in sports industry and the sports celebrities, the topic of management of intangible assets of sports celebrities, especially commercial development of the intangible assets in China has received insufficient academic research attention. The research in this paper aims to analyze the characteristics and meaning of commercial development of intangible assets, based on the definition of the star athletes, combining the contents of intangible assets, and finally some reasonable development strategy provided for the administrative sectors, sports agent and sports celebrities.