IMG, a sports rights management company, has renewed a key partnership, further cementing its already extensive portfolio of sports partners.
The company has secured an extension of its agreement with the Automobile Club de l’Ouest (ACO) covering the 24 Hours of Le Mans endurance motorsports race.
Terms of the deal will see IMG continue to develop a licensing programme with the race, one of the most popular and widely viewed motorsports events globally.
IMG’s licensing programme encompasses 130 licences across various categories, with the company emphasising that this has doubled the annual revenues of 24 Hours of Le Mans over the past three years.
Stéphane Andriolo, Sales and Marketing Director, ACO, said: “IMG has been making a valuable contribution to the prestige of the 24 Hours of Le Mans brand for over 15 years.
“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.”
Post-renewal, IMG aims to make further progress with brand collaborations. The firm hopes to build on previous endeavours such as the launch of Le Mans-licensed products with Persol, Lego, Hot Wheels, ST Dupont and Montegrappa.
IMG’s business covers a range of areas and its portfolio includes a number of sports organisations. Its scope includes licensing and the facilitation of sponsorship arrangements, in the case of the ACO deal and a similar arrangement with the Argentine Football Association (AFA).
Media, streaming and data are other key areas for the firm. Some of its flagship deals in this space include a partnership with the English Football League (EFL), focusing on streaming, and with the Cricket South Africa (CSA), focusing on data.
Mickael Andreo, Vice President of Licensing, IMG, said: “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.”
