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L'abus De Droit Dans Les Grands Évènements Sportifs

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L'abus De Droit Dans Les Grands Évènements Sportifs L’abus de droit dans les grands évènements sportifs L’exemple des Jeux Olympiques Mémoire Maîtrise en droit Dean Mbimbe Université Laval Québec, Canada Maître en droit (LL.M.) et Université de Paris-Sud Orsay, France Master (M.) © Dean Mbimbe, 2017 RÉSUMÉ DU MÉMOIRE Mots clefs : Abus de droit, Ambush Marketing, Monopole d’exploitation, Lois spéciales, CIO, Droit des Marques, Droits fondamentaux. La protection juridique des grands évènements sportifs, l’abus de droit ou encore l’ambush marketing ont fait l’objet de plusieurs réflexions proposées aussi bien par des juristes, des sociologues ou des journalistes ces dernières années. Toutefois, pénétrer dans le champ de ces conceptions par la porte du droit de la propriété intellectuelle, en tentant de s’affranchir de la tonalité négativement orientée d’une terminologie telle que l’ambush n’est pas chose aisée. Et ce d’autant plus lorsque cette pratique est présentée au monde comme le plus grand tourment de son évènement sportif favori : les Jeux Olympiques. Cependant, en s’intéressant aussi bien aux racines de la pratique décriée, qu’à l’histoire du Mouvement olympique, on finit par prendre conscience que la bienveillance dont bénéficie autant l’institution dirigée par le CIO, que la FIFA ou l’UEFA de la part du droit dépasse actuellement le cadre de l’acceptable. De telle sorte qu’il convient aujourd’hui de rappeler à ces entités qu’en raison de leur champ d’activité et du type de droit qu’elles ont sollicité pour leur protection, ces ONG sont investies d’une mission à caractère sociale qu’il convient de leur remémorer. Pour ce faire, nous nous sommes soumis à un véritable « vagabondage juridique » des plus restreints, corollaire d’une étude portant sur des évènements réfractaires à la sédentarisation. III ABSTRACT Key words : Abuse of Process, Ambush Marketing, Monopoly, Special Legislation, IOC, Trademark Law, Fundamental Rights. Since 1984, legal protection for mega sports events, abuse of privilege or ambush marketing have been investigated by jurists, journalists, or sociologists. Notwithstanding, exploring those areas through intellectual property without being influenced by the negative aspects of “ambush” terminology is not that easy. It’s even harder when it is shown to the public as the main harm caused to the World’s main beloved sports events: The Olympics. However, digging back successively to the roots of the disparaged practical and the Movement enable a certain kind of understanding. It unveils the kind of goodwill shown by law toward the mega events’ NGOs such as IOC, FIFA or UEFA, a kind of benevolence that nowadays has to stop. So that we found necessary to recall those organisations the type of mission they assigned to themselves when they chose to rule in sports events with the protection of intellectual property. It was a social mission they must remind. In order to do so, we subjected ourselves to what may be described as a “vagrancy study”, commanded by a study about an event unyielding to the settlement. IV Table des matières RÉSUMÉ DU MÉMOIRE ............................................................................................. III ABSTRACT ................................................................................................................... IV Table des matières ............................................................................................................ V LISTE D’ABREVIATIONS .......................................................................................... XI DEDICACES ................................................................................................................. xiii REMERCIEMENTS ..................................................................................................... xiv AVANT-PROPOS .......................................................................................................... xv INTRODUCTION ............................................................................................................ 1 CHAPITRE 1 - STRUCTURATION DE LA PROTECTION JURIDIQUE AUTOUR DU CONCEPT DE PROPRIÉTÉ INTELLECTUELLE OLYMPIQUE : LE CHOIX INITIAL DU DROIT DES MARQUES .......................................................................... 9 I. Historique de la constitution de propriété intellectuelle olympique ......................... 9 A. La lex olympica : l’ordre juridique du CIO .......................................................... 9 1. L’agencement philosophique de l’olympisme ................................................ 10 2. L’ordonnancement structurel de l’olympisme. ............................................... 11 a. Le comité international olympique ........................................................... 11 b. Les organes nationaux subsidiaires .......................................................... 12 B. Des gentlemen agreemant au Traité de Nairobi : le tâtonnement protectionniste (1932-1981) ................................................................................................................ 13 1. « The Great Bread War » : un précédent à l’origine de la protection des propriétés olympiques par le droit des marques (1932-1950) ................................ 13 a. Les prémices de l’affaire (1932-1948) ..................................................... 13 b. Judiciarisation et internationalisation de l’affaire (1947-1950) ............... 15 2. Les conséquences de la saga « Helms » sur la protection juridique des propriétés olympiques ............................................................................................ 19 V II. Un recours idoine aux mécanismes de protection du droit des marques ................ 20 A. Vers une protection internationale des symboles olympiques ........................... 20 1. Les premières réflexions portant sur l’opportunité d’une protection internationale .......................................................................................................... 20 2. La réceptivité de l’OMPI face au désir d’uniformisation de la protection ..... 22 3. L’intervention salutaire kenyane .................................................................... 23 B. Matérialisation de la protection des propriétés olympiques au sein d’un instrument : Le Traité de Nairobi ............................................................................... 23 1. Une protection non attributive de propriété circonscrite à un symbole .......... 24 a. Article 1 : l’objet du Traité ....................................................................... 24 b. Article 2 : Les effets du Traité .................................................................. 24 c. Article 4 : l’agencement du Traité avec l’ordre juridique international ... 25 2. Un impact limité par la concurrence de législations nationales propres ........ 26 a. Un droit ancien et structuré : le droit français des marques ..................... 26 b. Les États-Unis : la construction progressive d’un régime ultra dérogatoire au droit commun au profit de l’olympisme ........................................................ 29 c. Une protection mesurée : l’Olympic Symbol etc (Protection) Act 1995 du Royaume-Uni ..................................................................................................... 32 C. Des juridictions nationales complaisantes .......................................................... 33 1. San Francisco Arts & Athletics, Inc. v. United States Olympic Committee ("SFAA"), 1982 ...................................................................................................... 34 a. Présentation du litige ................................................................................ 34 b. La procédure initiale ................................................................................. 36 c. La décision de la Cour Suprême ............................................................... 37 2. D’Olymprix’ aux ‘Jeux Olympiques du Sexe’ - Évolution de l’appréciation de la protection des symboles olympiques par la Cour de Cassation (1999 – 2009) .. 39 a. Olymprix : La construction jurisprudentielle progressive du régime de protection des marques notoires en France ........................................................ 40 VI b. « Société C.N.O.S.F. contre Société C.P.P.D. » ou l’affaire des « Jeux olympiques du Sexe » ......................................................................................... 42 CHAPITRE 2 - APPARITION L’AMBUSH MARKETING, RECHERCHE DE NOUVEAUX MOYENS DE PROTECTION ET SYSTÉMATISATION DES ABUS DE DROIT ............................................................................................................................ 46 I. L’essoufflement progressif du modèle de protection (1984-2011) ........................ 46 A. Un essoufflement d’origine interne : l’essor de l’ambush marketing ................ 46 1. Histoire et tentative de définition ................................................................... 47 a. Histoire ..................................................................................................... 47 b. Tentative de définition .............................................................................. 48 2. Structure du phénomène et réflexion sur la nature ......................................... 50 a. Les formes d’ambush marketing .............................................................. 50 i. Les formes principales .............................................................................. 50 ii. La forme subsidiaire ............................................................................
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