Monday, February 13, 2006
ASO Assigns Tour de France Use Rights

ASO, Amaury Sports Organization, the operator of the French Classic Tour de France race is trying something new in 2006: restricting the use of its brand names including Tour de France, Paris Roubaix, and other events it organizes and owns rights to.

This is big news in the travel industry, and it has to be for the bike industry in general. We received a French version, in form letter format, of a cease and desist letter from ASO last week, and anyone reading this will soon notice a change in name among our websites as well as other tour companies selling trips to the "French Grand Tour". Presumably anyone mentioning the ASO brands without license will also be receiving this letter. (NOTE: this is worldwide, and that is a LOT of letters!)

Our organization has been seeking to obtain a license under the new ASO guidedlines, but in fact it was already decided by ASO that they would only issue 6 licenses to 6 different tour companies WORLDWIDE. Our request was put off for this year, perhaps next. Of the 6 licenses issued; 2 tour companies are in the USA, 2 in the UK, 1 in France, and 1 in Australia! Of course, we will continue to sell trips to the ASO owned events but without the use of the name. Other companies such as Trek Travel are also continuing this approach. It is a real shame that ASO has determined it beneficial to limit to so few the number of licenses; it can only hurt the amount of money coming in to the race cities hosting the event as it moves along.

We certainly understand the need to control the use of the name, but the limitation seems impossible to enforce. How many blogs, bike shops, government agencies even, and other non-travel organizations used these names over the history of this race until now? Thousands? Tens of thousands? In the last 7 years alone, it has exploded. I can't walk into a bike shop anywhere in America and not see something about the Tour de France. Oops, I am not authorized to say that anymore. Well, this will be the last time until we negotiate for our license in 2007. And, speaking of the license, they are not giving them away!

Rumors on the street have it that licenses are going for more than 30,000 euros each! How much is that going to increase the cost of your tour if you book with a "licensed" outfitter!! They have no choice. What a shame, it sure seems like another solution could have been found. Oh well, that is capitalism, and on one hand it is nice to see a French company embracing a little of that. Now, can they do something about striking railroad workers during the July travel season!!??

L

added notes: Jan 2007: we will not be seeking a license any time soon with the current terms which include requirements to sell ASO travel packages at thousands of dollars over our tours, pay commissions on our tours, and guarantee a minimum number of travelers.