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LeMans Revs Up Licensing With IMG

Prestigious Race Renews Licensing Deal

The Automobile Club de l’Ouest (ACO) has renewed its longstanding, exclusive worldwide licensing representation agreement with IMG for 24 Hours of Le Mans, the world’s oldest active sports car endurance race, through 2024.

Since being appointed in 2008, IMG has built a robust portfolio of more than 80 licensees for the prestigious event, which has been held annually near the town of Le Mans, France since 1923. The Centenary of the race in 2023 will open up further development opportunities for key categories including apparel, toys and games, collectibles, homeware and accessories.

“We are proud that the ACO has once again entrusted us with the 24 Hours of Le Mans consumer licensing programme,” said Arthur Virapin, Senior Licensing Director, 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 programme into new and existing key categories and expanding 24 Hours of Le Mans’ presence globally.”

IMG is a global leader in licensing in the areas of sports, fashion, events and media. The company manages some of the world’s greatest athletes and fashion icons; owns and operates hundreds of live events annually; and is a leading independent producer and distributor of sports and entertainment media. IMG specializes in licensing, sports training and league development. IMG is a subsidiary of Endeavor, a global entertainment, sports and content company.

With the return of major manufacturers such as Ferrari, Porsche, Audi and Peugeot, the ACO and IMG will be looking to add even more new renowned partners to the 24 Hours of Le Mans licensing program.

“The renewal of our agreement with IMG is in line with our global licensing strategy,” said Stéphane Andriolo, Customer and Events Director for 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.”

 

 


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