Publication’s memorable front pages and rich legacy will serve as the main inspiration for the new licensing program, which will cover key categories such as apparel, accessories and décor.

License Global

March 6, 2024

2 Min Read

L’Équipe, a French sports media brand, has announced the appointment of IMG as its first global licensing representative in a multiyear deal.

Founded in 1946, L’Équipe is best known for its comprehensive coverage of global sports across its daily newspaper, website, app, social media and television channels. From its famous “Pour L’Éternité” (For Eternity) front page after France’s 1998 FIFA World Cup win to the “Inoubliable” (Unforgettable) edition celebrating Usain Bolt’s 2008 Olympic triumphs, L'Équipe is home to some of the most iconic moments of sports reportage over the last 78 years. The publication’s memorable front pages, its well-recognized red logo and its legacy will serve as the main inspiration for the new licensing program.

The partnership with IMG aims to further grow the L’Équipe brand and its reach by creating a platform through which fans can access a wide range of distinctive sports products and experiences across key categories like apparel, accessories and décor.

“I am proud and delighted to announce our partnership with IMG for the development of our licensing program,” says Emilie Montané, director, strategy and development, L’Equipe. “This strategic alliance with IMG, a global leader in sports and entertainment, opens up new opportunities to expand the reach and influence of the L’Équipe brand.

Related:The France Licensing Landscape

“Together, we aim to deliver exceptional brand experiences while preserving the integrity and values that are dear to us. This partnership reinforces our commitment to providing our readers and fans with an immersive and high-quality sports experience, and we look forward to exploring the exciting opportunities it holds for us.”

“For many generations of sports fans, L’Équipe has been synonymous with ‘sports’ itself, continuously breathing life and color to some of the most iconic sporting moments from around the world,” says Mickael Andreo, vice president, licensing, IMG. “Now, as we gear up for one of the biggest years in France’s sports history, we believe it’s a fitting moment to expand this well-loved brand and bring it even closer to fans. We look forward to developing a robust licensing program that helps sports enthusiasts relive their favorite L’Équipe memories through unique products and merchandise.”

IMG will look to capitalize on its experience in managing licensing rights for sports brands and organizations, such as World Rugby, 24 Hours of Le Mans, Fédération Française de Rugby, the National Football League (NFL), Bundesliga, UFC and WWE.

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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.

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