The Tour de France is one of the world’s most famous cycling spectacles. No wonder the organization behind it (STF) has trademarked not just the name TOUR DE FRANCE, but also a whole host of other things (logos, the polka dot jersey, you name it). For years, STF has tried to tackle piggybacking on their brand, but often with little success.
Previous judges have ruled that the Tour de France trademark is well-known, but only for cycling. That’s a bit odd, since famous trademarks are supposed to enjoy broader protection precisely to prevent this kind of piggybacking.
France’s Supreme Court recently weighed in, in a case against the brand Tour De France à la Rame (a rowing race). The court confirmed that Tour de France is a famous mark—so well-known, in fact, that just about everyone in France recognizes it. That means its fame extends beyond just the cycling event. Using the name Tour de France à la Rame could dilute the famous Tour de France brand. With this decision, the Tour de France can finally hit the road to enforce its rights more broadly.
