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

1 Min Read

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.  

Read more about:

24 Hours of Le MansIMG

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like