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.
Since 2008, IMG has worked closely with ACO to build a robust licensing programme 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.
With its fashion pedigree, 24 Hours of Le Mans remains a highly sought-after partner for fashion and lifestyle brands. Italian brand Kappa has recently signed on as the race’s official outfitter through 2026, launching the collaboration this summer with a 30-piece collection. Additionally, the ACO collaborated with streetwear brands Anti Social Social Club and Period Correct for apparel and accessories.
“IMG has been making a valuable contribution to the prestige of the 24 Hours of Le Mans brand for over 15 years,” commented Stéphane Andriolo, sales and marketing director at 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.”
Mickael Andreo, vice president of licensing at IMG, added: “For over 100 years, 24 Hours of Le Mans has pioneered trends not only in motorsports but also in fashion, technology and culture. 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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