IMG l'Ouest partnership

ACO And IMG Renew Longstanding Licensing Representation Agreement Until 2024

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

After 13 years of partnership, IMG has gained more than 80 licensees for the event, held in the town of Le Mans in France, with the centenary year of the race in 2023 giving the potential for growth in key categories, such as apparel and accessories.

In a statement, ACO customer and events director, Stephane Andriolo, said the company truly has their eye on the centenary year.

“The renewal of our agreement with IMG is in line with our global licensing strategy,” Andriolo said.

“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,” she said.

IMG senior licensing manager, Arthur Virapin, said the history between the two only creates more excitement for the potential of what they can achieve in the future.

“We are proud that the ACO has once again entrusted us with the 24 Hours of Le Mans consumer licensing programme,” Virapin said.

“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,” he said in a statement.