Catch the Le Mans Bug

Founded in 1923 by the Automobile Club de l’Ouest (ACO), the 24 Hours of Le Mans is a monument of motorsport. The world-renowned event, whose circuit landmarks are household names, is a testing ground for innovation and excellence, spurring progress in motoring. Over 300,000 spectators gather at the circuit during the week’s festivities.

Already a star of international sporting heritage, the 24 Hours of Le Mans is more popular than ever. The world’s most celebrated carmakers come together at Le Mans and at prestigious circuits around the globe to demonstrate their prowess. Ferrari, Toyota, Porsche, Aston Martin, BMW, Lamborghini, Alpine, Cadillac and Peugeot vie for the FIA World Endurance Championship crown.

Our diverse licensing program is a testament to the race’s wide-reaching influence. We build lasting relationships. On average, our contracts span nine years and cover a variety of fields: textile, luxury, accessories, video games, toys, artwork, cinema and automotive fittings.

Some 130 brands currently bear the 24 Hours of Le Mans logo. We seek to associate the race with brands that reflect its spirit. In a century of racing, the 24 Hours of Le Mans has featured on the silver screen several times and attracted a host of sporting greats and renowned artists. Our rich history is a source of inspiration for product designers around the world. One of our goals is to reach a younger audience and to attract more women to the race. Our recent collaborations with Kappa, Bershka, Hot Wheels and LEGO reflect those ambitions.

Related:Kappa Unveils 24 Hours of Le Mans Capsule Collection

Le Mans is not just a motor race, it’s an experience. Only at the track can you begin to comprehend the passion and grasp the extent of its influence. And that influence goes way beyond the circuit. Our online communities boast millions of followers and television coverage of the race reaches tens of millions of viewers worldwide.

Our licensing program encompasses the whole spectrum of 24 Hours of Le Mans fans: children, men and women, captive or non-captive audiences, wherever they live. Our partners range from local companies to multinationals. This diversity is important to the spirit of the race, a unique sporting event that brings people from all backgrounds together in a celebration of motor racing. The Le Mans “bug” is passed down from one generation to the next.

In recent years, the 24 Hours of Le Mans has taken its role as a pioneer beyond the track by adopting concrete measures in favor of the environment. As a society we have had a wake-up call concerning the climate and its implications, which has led to a serious rethink where mobility is concerned. At the ACO we believe that motoring can play a leading role in the mobility transition.

Related:10 Minutes With … Automobile Club de l’Ouest on the Centenary year of 24 Hours of Le Mans

We have contributed to major advances over the years. Examples of progress in safety are numerous and the 24 Hours of Le Mans provides the perfect testing ground to work on crucial issues. When they develop technology to win races, carmakers experiment with new ideas and then apply the knowledge acquired to design road cars for everyday motorists. Hybrid engines, safety features and hydrogen as a fuel have all been tried and tested in endurance racing. Undeniably, the discipline continues to make a vital contribution to improvements in mobility for all.

This quest for excellence, on and off the track, in racing and in day-to-day driving, is the main growth avenue for the 24 Hours of Le Mans brand. By addressing environmental and societal issues that concern all of us, together we can make our brands’ voices heard loud and clear.

The 24 Hours of Le Mans has been called iconic, legendary, unique … we have lost count of the superlatives. Today, as ever, our mission is to get a head start on the future. Join us on the fast track to tomorrow! Let’s make history together.

Related:Brand Licensing Europe Issue – September 2024

Welcome to the next era of the 24 Hours of Le Mans.

This story was taken from the September 2024 issue of License Global. Read the full issue here …