24 Hours of Le Mans renews IMG partnership to build 2023 Centenary licensing programme

The world’s oldest active sports car endurance race, 24 Hours of Le Mans is eyeing a new move into the toys, games, and collectables space as the prestigious annual event nears its 100th anniversary in 2023.

Under the renewal of its longstanding licensing representation agreement with IMG, the brand owner, Automobil Club de l’Quest is looking to develop further licensing opportunities for the event, building on its portfolio of some 80 strong licensees already in place.

Amid the plans for an extended licensing programme for the event that has been held annually near Le Mans in France since 1923, ACO is looking to take the 24 Hours of Le Mans brand into the toys, games, and collectables aisles, as well as apparel, homeware, and accessories.

The renewed licensing agreement will see IMG lead the licensing charge through to 2024.

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 programme.

Stéphane Andriolo, customer and events director, ACO, said: “The renewal of our agreement with IMG is in line with our global licensing strategy. 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.”

Arthur Virapin, senior licensing manager, IMG, added: “We are proud that the ACO has once again entrusted us with the 24 Hours of Le Mans consumer licensing programme. 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.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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