Paris 2024 seront les prochains Jeux Olympiques d’été. La candidature est exemplaire, mais sera t’elle une illusion ou une réalité?
Les Jeux Olympiques et Paralympiques sont le plus grand événement sportif mondial : incontournables certes, mais à l’origine de nombreuses polémiques. Comment parler de durabilité lorsque les trois piliers la définissant sont mis à mal ? Pour faire face à cette nouvelle question que la ville de Paris, lors de sa candidature pour 2024 s’est lancée le défi de proposer des Jeux exemplaires. Paris 2024 atteindra t’il cet objectif exemplaire ou s’agira-t’il d’une simple illusion relevant d’une stratégie marketing basée sur la durabilité et l’environnement ?
Un peu d’histoire avant
Les Jeux Olympiques de Paris 2024 seront les troisièmes à se dérouler au sein de la capitale française. Après trois refus successifs 1992, 2008, 2012, c’est 100 ans après la dernière édition parisienne, que la candidature Paris 2024 aura réussi à convaincre le Comité International Olympique (CIO). Paris obtient ainsi l’organisation des Jeux lors de la 131ème session du CIO à Lima, le 13 septembre 2017.
Les JO parisiens se dérouleront du 26 juillet au 11 août 2024 dans la capitale française en majorité, mais également dans d’autres villes françaises. Ces Jeux Olympiques d’été seront le plus grand événement jamais organisé en France et auront pour ambition d’être révolutionnaires : 4 milliards de téléspectateurs, 9,7 millions de spectateurs, 31500 volontaires, 6000 journalistes accrédités, 40 sites de compétition, 10500 athlètes… le tout combiné avec un projet visant une réelle transition écologique et la volonté d’être exemplaire du point de vue environnemental.
Une candidature/un projet unique…
Tirant de ses erreurs des enseignements, la ville de Paris a souhaité à l’occasion de sa candidature pour 2024, proposer un projet unique, avec une stratégie marketing basée sur la diversité, le partage, et offrant l’accessibilité à tous. Le 3 février 2017 que la ville candidate dévoile alors son slogan : « Made for sharing », et « Venez partager » pour la version française. Choisir principalement un slogan anglais était inédit pour une candidature de Paris, et a provoqué de nombreuses polémiques. Tony Estanguet, ancien champion olympique français, et désormais président du comité d’organisation des Jeux 2024 a justifié ce choix en déclarant que cela « donnait un caractère universel au projet ».
Ces jeux sont présentés « sur le papier » comme uniques et innovants pour plusieurs raisons. Le public ciblé ne se composera pas uniquement de parisiens passionnés de sports. En effet, il est bien plus large et englobe les Parisiens, les provinciaux, les étrangers, les sportifs les plus aguerris tout comme amateurs, les jeunes, les plus âgés, les cadres, les ouvriers… Le but ? Partager un moment unique, inédit et créer un rassemblement festif et convivial. Toujours dans l’optique de rendre ces Jeux accessibles à tous, les tarifs seront abordables, et avec différentes phases pour pouvoir obtenir ses places. L’une d’entre elles sera notamment réalisée par tirage au sort, laissant ainsi la chance à tous d’avoir la chance de se procurer des places.
La cérémonie d’ouverture a elle aussi été réinventée dans le but de briser les codes et d’être accessible au plus grand nombre. En effet, elle ne se déroulera pas comme à l’accoutumée dans un stade fermé où les athlètes défilent à pied par délégations, mais sur la Seine. Le défilé prendra place sur des embarcations qui navigueront le long du fleuve, sur six kilomètres, au cours desquels les spectateurs pourront assister au spectacle. Depuis les quais en surplomb, le public pourra profiter d’un accès gratuit à la cérémonie. En ce qui concerne les quais, il faudra être muni d’un billet payant. Il est important de rappeler que c’est la première fois dans l’Histoire des JO que la cérémonie d’ouverture sera accessible gratuitement. https://youtu.be/mV-r1TRlaOc
Ainsi, le comité d’organisation de Paris 2024, souhaite faire de ces Jeux un événement grandiose, jamais vu, unique et inoubliable mais aussi et surtout riche de sa diversité et de son accessibilité à toutes et tous.
Mais… Comment parvenir à casser les codes, et planifier des Jeux hors du commun tout en proposant des Jeux Olympiques exemplaires sur le plan de la durabilité ?
…et exemplaires
Selon le comité d’organisation, « les Jeux de Paris 2024 seront inédits, parce que spectaculaires et durables ». L’événement souhaite prendre les devants et vise à contribuer à la prise de conscience au sujet des enjeux environnementaux. Le comité d’organisation dit vouloir agir pour le climat afin de laisser un « héritage durable et respectueux pour les générations futures ». En effet, lors de la présentation de sa candidature, le comité parisien n’a pas hésité à mettre en exergue que l’objectif de Paris 2024 consisterait à réduire de 55% les émissions de gaz à effet de serre par rapport aux JO de Londres, en 2012. Ces derniers avaient en effet été critiqués pour avoir fait partie des JO les moins écologiques et durables de l’Histoire. Cette prise de conscience et initiative écologique a été présentée dans le projet de Paris 2024, a suscité l’attention, puis a finalement été plébiscitée. Mais celle-ci a également fait naître de réels doutes. La responsabilité environnementale s’ajoutant à des JO uniques ont fait de Paris 2024 la candidature des Jeux exemplaires.
Pour tenir sa promesse, la ville de Paris a donc fait le choix de la sobriété et de la nécessité en s’appuyant sur 95% de sites déjà existants ou temporaires. En construisant moins, l’empreinte carbone diminuera. De nombreux bâtiments historiques seront aménagés pour laisser place aux compétitions comme le Grand Palais qui accueillera les épreuves d’escrime ou encore les Invalides pour le tir-à-l ’arc. Malgré cette volonté novatrice de mettre les sports au cœur de la ville, les organisateurs ont été contraints de construire deux sites : les village olympique et paralympique mais également le Centre aquatique. Néanmoins, ces derniers s’inscrivent dans la promesse de durabilité car ils deviendront après les Jeux un futur écoquartier et une piscine publique.
Paris 2024 utilise aussi l’innovation pour être perçue comme exemplaire. En effet, elle va tester des solutions innovantes et dans l’air du temps pour réduire de moitié les émissions liées à l’organisation. Nous pouvons citer par exemples le recours à l’énergie 100% renouvelable durant les Jeux, l’économie circulaire, le numérique responsable, les mobilités propres, douces et les transports en commun. Ce souci de l’environnement sera mobilisé en proposant des repas dont la majorité des produits proviendra de circuits courts. La plupart des solutions permettant de réaliser ces Jeux exemplaires sur le papier existent déjà. Mais lorsque cela ne sera pas le cas, le comité d’organisation compte sur l’innovation et le savoir-faire des PME, start-ups, et tout autre organisme qui pourraient apporter des solutions durables. En 2019, Paris 2024 fit l’appel à projet pour la production innovante d’énergie hors réseau, non émetteurs de polluants et de gaz à effet de serre.
Et les sponsors alors ?
L’entreprise Total, grand groupe pétrolier mondial avait fait part en 2019 de son intérêt pour devenir sponsor de Paris 2024. Néanmoins, cette dernière a été éconduite par le comité d’organisation parisien et par Anne Hidalgo. En effet, Madame la Maire de Paris avait fait part de ses réserves au PDG de total suite à sa demande en lui déclarant que « ce n’est pas évident que Total finance les JO les plus verts de l’histoire et pour lesquels l’exemplarité environnementale est un élément central ». Ce refus avait donc eu plutôt bonne presse au niveau de public.
Pour le comité d’organisation, ce positionnement écologique affirmé entraine donc une difficulté importante dans le choix de partenaires exempts de tout reproche, et cela encore plus depuis « l’affaire Total ». Parmi les sponsors qui ont été choisis, on retrouve notamment, Airbnb, Allianz, le Coq Sportif, Visa, Intel, Coca-Cola, Toyota… Difficile d’affirmer que l’ensemble de ses entreprises soient parfaitement exemplaires en matière environnementale. Mais en existe-t-il vraiment beaucoup qui soient en mesure d’y répondre ?
Par le renoncement de Total en tant que sponsor des jeux, Paris 2024 souhaite prouver que son positionnement marketing, « l’écologie » n’est pas une simple illusion. A travers cet article, nous avons compris qu’à l’occasion ces Jeux, le comité d’organisation souhaite affirmer son positionnement sur la défense et la protection de l’environnement. Il est tout de même légitime de se demander si, en si peu de temps et pour un événement de cette ampleur, la transition pourra réellement se faire.
Si Paris 2024 réussissait son pari d’organisation d’une compétition sportive mondiale respectueuse de l’environnement, cela pourrait faire murir les consciences et tarir les polémiques du sport vu comme un destructeur environnemental. Dans le cas contraire, si le comité parisien venait à échouer à mettre en place son projet ambitieux, cela pourrait causer une réelle remise en question de la limite des compétitions sportives face aux problèmes climatiques.
Pour pouvoir faire un bilan de Paris 2024, et avoir une réponse à toutes ces interrogations, il faudra attendre le bilan des Jeux Olympiques et Paralympiques 2024, alors rendez-vous dans deux ans
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