Guillaume Bourgeois, manager of the small sports equipment company 'Les Olympiades' based in Socx, initially dismissed as a hoax the formal notice he received in mid-January from the organizing committee of the Paris 2024 Olympic Games, demanding a name change for his business. The issue, as explained by both the Paris 2024 committee and the French Olympic Committee (CNOSF), was the use of 'The Olympiades,' a term they claim as 'intellectual property of the Olympic Games.' This is part of Olympic authorities' broader strategy to protect their brands, which include not just symbols like the rings, but also terms like 'Olympiad.'
When Mr. Bourgeois took over the company in 2016, the name 'Les Olympiades' had already been in use for 20 years. He saw no issue with it at the time, believing they were not in competition with the Olympic Games. The small company, with its 11 employees, specializes in equipment for local sports clubs and does not develop products with the Olympic Games logo. 'Why today?' asks Mr. Bourgeois, reflecting the frustration that many small business owners feel when caught in legal disputes with large organizations.
The financial implications for 'Les Olympiades' are severe. Changing the business name entails far more than just updating the store sign. It requires modifying company statutes, transferring the website domain, rebranding vehicles, removing existing advertising panels, and replacing jerseys for local clubs. The estimated cost is at least 60,000 euros, not including over 5,000 euros in legal fees demanded by Paris 2024 and potential compensation. The risk of bankruptcy looms large, Mr. Bourgeois admits.
Facing a deadline of 20 days to comply, Mr. Bourgeois has sought to publicize his predicament in hopes of gaining additional time for these extensive changes. Discussions are ongoing with the Paris 2024 organizing committee to find an amicable solution, particularly with an eye to extending the compliance deadline. A spokesperson from Paris 2024 confirmed that they are working towards an agreement to address the timing issues more comfortably.
Meanwhile, the website of 'Les Olympiades' now displays a 'site under construction' message. Mr. Bourgeois clings to a 'slightly crazy' dream that Tony Estanguet, a notable figure associated with the Olympics, might intervene to help them reach a solution that preserves both the company and the livelihoods of its employees.
- 'Les Olympiades' has been operating under the same name for over 30 years, a fact that adds to Mr. Bourgeois' sense of injustice. When he took over in 2016, he was unaware of any potential intellectual property conflicts regarding the name.
- The Paris 2024 committee stresses that their intent is not to shut down small businesses but to protect their intellectual property rights. When unauthorized use is detected, they issue formal notices as a standard procedure.
- Mr. Bourgeois remains hopeful and is actively seeking ways to resolve the situation without jeopardizing his company’s future. 'We hope to find a solution that doesn’t put the company at risk,' he says.
