Sports marketing heavyweight IMG has extended its deal covering global licensing rights for the 24 Hours of Le Mans iconic motor racing event through 2029.

The contract renewal, agreed by IMG with the Automobile Club de l’Ouest body which oversees the Le Mans race, will see IMG work to “expand the global reach and resonance of the iconic race.”

The previous IMG-ACO tie-up expired after the 2024 edition of the race, which took place in mid-June. Overall, the collaboration between the two began in 2008, with the last deal unveiled in 2021.

IMG claims to have helped double annual Le Mans licensing revenues during the last three years.

In terms of significant commercial partnerships during the last year, last November saw Italian sportswear brand Kappa announced as the new official sportswear supplier of Le Mans.

In June, meanwhile, French lubricant and motor product manufacturer Motul announced the renewal of its long-standing partnership with motor racing's FIA governing body, its World Endurance Championship (WEC) competition, and the ACO.

Mickael Andreo, IMG’s vice president of licensing, has said: “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.”

Stéphane Andriolo, sales and marketing director at the ACO, added: "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.”

At this year's 24 Hours of Le Mans, Ferrari secured their second consecutive win at the event after triumphing in 2023.