Abstract: Considering the specificity of people's behaviors in professional sports broadcast market,this paper first conducts economic analysis on institution of broadcast rights selling,broadcast revenues distribution,as well as the charge for broadcast contents.Also,there is an international comparative study on institutional arrangement in professional sports broadcasting markets in USA,UK,Germany and Spain,with a purpose to investigate and explain the characteristics and enforcement of institutions in those countries.On the basis of the research above,as well as the history and current situation in China,we propose that professional sports managers and officials should follow these three principles.Firstly,certain collective selling rules should be established to realize the market value.Secondly,revenue redistribution should be arranged to maintain competitive balance and sustainable development of leagues.Thirdly,broadcast contents should be charged properly to give consideration to both private and public welfare in the society.