IMG Renews Partnership with 24 Hours of Le Mans through 2024

Automobile Club de l'Ouest has renewed its global partnership with IMG for 24 Hours of Le Mans licensing representation.

License Global

April 7, 2021

IMG and 24 Hours of Le Mans have extended their partnership for the next three years to 2024.

IMG has built a portfolio of more than 80 licensees from its first appointment in 2008 and now gearing up for the centenary event in 2023 with fan touchpoints across apparel, toys and games, collectibles, homeware and accessories.

"The renewal of our agreement with IMG is in line with our global licensing strategy," says Stéphane Andriolo, customer and events director, ACO. "The Automobile Club de l'Ouest is now focused on the Centenary of its iconic race in 2023. More than ever, our goal is to make the 24 Hours of Le Mans brand shine throughout the entire year and expanding our global footprint in all territories."

"We are proud that the ACO has once again entrusted us with the 24 Hours of Le Mans consumer licensing program," says Arthur Virapin, senior licensing manager, IMG. "In the last four years alone, together we have doubled the size of the race's licensing portfolio, showing that almost

100 years since being established, its popularity and prestige is as strong as ever. As we start to rev up for the milestone centenary race in 2023, we look forward to further developing the program into new and existing key categories and expanding 24 Hours of Le Mans' presence globally."

The major brands involved in 24 Hours of Le Mans – including Ferrari, Porsche, Audi and Peugeot – are returning to the race with both ACO and IMG looking to bring the brand family of Le Mans into the licensing program itself.