IMG extends Le Mans licensing deal

Agency giant agrees new contract with ACO that runs until 2024.

IMG extends Le Mans licensing deal

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  • Since 2008 IMG has established more than 80 licensees for the event
  • IMG plans to release apparel, toys and housewares to celebrate 2023 centenary

Automobile Clube de l'Ouest (ACO), promoter of the famous 24 Hours of Le Mans race, has announced an extension of its long-standing partnership with event management and licensing company IMG until 2024.

Since the beginning of the deal in 2008, IMG has established more than 80 licensed products for the World Endurance Championship race, which was first held in 1923.

For 24 Hours of Le Mans centenary in 2023, IMG is exploring further licensing opportunities, including apparel, toys and games, collectibles and homeware.

With the return of big-name manufacturers such as Ferrari, Porsche, Audi and Peugeot, ACO and IMG will also investigate the possibility of adding extra partners to the existing licensing programme.

"The renewal of our agreement with IMG is in line with our global licensing strategy," said Stephane Andriolo, customer and events director at 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."

The 2021 running of the 24 Hours of Le Mans will take place on 21st and 22nd August after being pushed back from its traditional June spot due to Covid-19 concerns.