15:24 h / 2021/04/07
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, accessories, and video games.
The renewed licensing agreement will see IMG lead the licensing charge through to 2024.