French sports media brand L’Equipe has appointed IMG as its first-ever global licensing representative in a multi-year deal.

The IMG partnership aims to expand L’Equipe’s brand and reach by creating a unique online platform offering various sports products and experiences, offering apparel, accessories, and décor.

Established in 1946, L’Equipe is France’s leading sports media platform, recognised for its extensive coverage of international sports through its daily newspaper, website, app, social media, and TV channels.

Emilie Montané, Director of Strategy & Development at L’Equipe, said: “I am proud and delighted to announce our partnership with IMG for the development of our licensing programme. 

“This strategic alliance with IMG, a global leader in sports and entertainment, opens up new opportunities to expand the reach and influence of the L’Équipe brand. Together, we aim to deliver exceptional brand experiences while preserving the integrity and values that are dear to us.”

Over the years, L’Equipe has been the stage for numerous iconic sports moments, from its legendary ‘Pour L’Eternité’ (For Eternity) cover following France’s 1998 FIFA World Cup victory to the ‘Inoubliable’ (Unforgettable) edition commemorating Usain Bolt’s 2008 Olympic successes.

“This partnership reinforces our commitment to providing our readers and fans with an immersive and high-quality sports experience, and we look forward to exploring the exciting opportunities it holds for us,” Montané added.

In terms of IMG, this deal further bolsters its impressive portfolio of clients, working with organisations such as World Rugby, 24 Hours of Le Mans, Fédération Française de Rugby, the National Football League (NFL), Bundesliga, UFC, and WWE.

Perhaps one of its most notable actions of late is that it secured six international broadcast deals for Betfred Super League earlier this year, as part of its longstanding strategic partnership with the rugby league competition. 

IMG has partnered with the French brand at a momentous time for the country’s sporting scene, as the Paris 2024 Olympics is set to begin on 26 July. 

Mickael Andreo, Vice President of Licensing at IMG, said, “For many generations of sports fans, L’Équipe has been synonymous with ‘sports’ itself, continuously breathing life and colour to some of the most iconic sporting moments from around the world.

“Now, as we gear up for one of the biggest years in France’s sports history, we believe it’s a fitting moment to expand this well-loved brand and bring it even closer to fans. We look forward to developing a robust licensing programme that helps sports enthusiasts relive their favourite L’Équipe memories through unique products and merchandise.”

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