The Automobile Club of the West (ACO) has signed a three-year partnership with Italian sportswear brand Kappa.
Confirmed:
- Kappa will be the official outfitter of the 24 Hours of Le Mans
- Three-year contract agreed until 2026
- Partnership brokered by licensing agency IMG
Context:
The new partnership capitalises on the surge in popularity around the 24 Hours of Le Mans, with 113 million viewers tuning in to watch this year’s event, a 150 per cent year-over-year increase. This is the latest deal brokered by IMG, the exclusive licensing agency of the event until 2024.
Comment:
Pierre Fillon, president of the ACO, said: “On behalf of the ACO, I would like to welcome Kappa – an emblematic brand with solid ties to the sporting arena. We are excited to be building new relationships at a time when endurance racing is undergoing a surge in popularity. Kappa will add impetus to our growth as a vector for the 24 Hours of Le Mans brand.”
Coming next:
The 24 Hours of Le Mans has already sold out for 2024, and takes place from 15th to 16th June.