Renewed deal sees IMG represent 24 Hours of Le Mans through to 2029

Automobile Club de l’Ouest has renewed its long-standing partnership with IMG, extending its role as the exclusive global licensing representative for 24 Hours of Le Mans.

The renewed deal runs through to 2029. IMG’s licensing programme for the race spans over 130 licensees across multiple categories, doubling the annual revenues in the last three years. Highlights included an eyewear collection with Persol, replicas of the Le Mans hypercars with LEGO, Hot Wheels ranges with Mattel and high-end collections with S.T. Dupont and Montegrappa.

“IMG has been making a valuable contribution to the prestige of the 24 Hours of Le Mans brand for over 15 years,” said 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, 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.”