24 Hours of Le Mans Extends Global Licensing Agreement With IMG

Automobile Club de l’Ouest (ACO) has renewed its long-standing partnership with IMG, extending its role as the exclusive global licensing representative for the 24 Hours of Le Mans in a multiyear deal running through 2029.    

Under the new agreement, IMG will continue to expand the global reach and resonance of the iconic race through innovative licensing opportunities and strategic brand collaborations across all categories.  

Widely regarded as one of the most iconic motor races in the world, the 24 Hours of Le Mans continues to captivate fans worldwide with its thrilling action, technological innovations and legendary drivers. Amid the recent resurgence of motorsports, the endurance race has further cemented itself as a must-watch event, appealing to die-hard petrol heads and casual fans of all ages. This year alone, the race attracted nearly 120 million viewers across television and digital broadcasts, while reaching an audience of over 250 million on social media. 

Since 2008, IMG has worked with ACO to build a robust licensing program for the race, with more than 130 licensees across multiple categories, doubling the annual revenues in the last three years. Brand collaborations were instrumental in activating the race’s centenary celebrations last year with a range of specially designed products. Highlights included an eyewear collection with Persol, replicas of the Le Mans hypercars with LEGO, toy ranges with Mattel-owned Hot Wheels and commemorative high-end collections with S.T. Dupont and Montegrappa.  

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Italian brand Kappa recently signed on as the race’s official outfitter through 2026, launching the collaboration this summer with a 30-piece collection. The ACO also collaborated with streetwear brands, Anti Social Social Club and Period Correct, for apparel and accessories.  

In September’s issue of License Global, François Brindeau, licensing and merchandising manager, l’Automobile Club de l’Ouest, shared how the 100-year-old brand name utilizes licensing for brand awareness. 

“IMG has been making a valuable contribution to the prestige of the 24 Hours of Le Mans brand for over 15 years,” says Stéphane Andriolo, sales and marketing director, ACO. “We are delighted to extend this winning partnership over the next five years and have every confidence in IMG’s backing of the 24 Hours of Le Mans through this golden age of endurance.” 

“For over 100 years, 24 Hours of Le Mans has pioneered trends, not only in motorsports but also in fashion, technology and culture,” says Mickael Andreo, vice president of licensing, IMG. “It has consistently set the standard for blending tradition with innovation, successfully connecting with both older and younger generations. We’re excited to keep working with the ACO to grow the brand through strategic collaborations that reach diverse global audiences, unlock new revenue streams and enhance fan engagement.” 

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