François Brindeau, merchandise and licensing manager, Automobile Club de l’Ouest, discusses the 24 Hours of Le Mans’ strategic focus on younger audiences, women in motorsport and sustainability. With a century of heritage and modern collaborations, Le Mans is expanding its licensing program through streetwear, immersive experiences and digital engagement, while staying committed to carbon neutrality by 2030.
License Global: As you continue your development efforts, what strategic priorities have you identified for the European market specifically?
François Brindeau: We’re bent on long-term development of the 24 Hours of Le Mans brand. Strategically, our focus for the European market is on attracting younger people and women, tapping into international markets and non-captive collaboration, which are all underpinned by our CSR commitment to be carbon neutral by 2030.
We are building on our lifestyle presence every day with premium market and wider market collaborations that embody the race’s heritage while keeping pace with the latest fashions. We are also expanding our range with new products including Location Based Entertainment (LBE) and Web3 and we are multiplying our retail and digital activations, thanks to partnerships that promote our brand on the high street and on the Internet.
Europe has always been a high-potential market for Le Mans and there is still room for growth, especially in Central and Southern Europe where interest in motorsport is increasing.
You have identified a trend towards a younger generation of motorsport fans in recent years, what do you put that down to and how have you adjusted your strategies accordingly?
The growth in younger segments is the result of a combination of factors. Motorsport is trending now thanks to extensive coverage on digital platforms and social media; Sim racing and immersive content have brought motor racing to a wider audience and the popularity of brands with an authentic background like the 24 Hours of Le Mans, which boasts a whole century of exciting racing, and a competitive spirit rooted in innovation.
In response, we have adjusted our strategy and developed a licensing offer to suit younger people, including streetwear capsule collections, hybrid experiences and artistic collaborations. Young people don’t just buy labels; they want to truly identify with a brand and yearn to be part of its story.
Recent collaborations have seen you partner with brands like Kappa, Anti Social Social Club and Period Correct. How do you balance maintaining Le Mans' prestigious heritage while appealing to younger demographics through streetwear partnerships?
Our main advantage is our brand’s duality. With one foot in the past and the other in the future, we have all the legitimacy of a timeless classic and the modernity of a young brand. Our inventiveness springs from our deep-rooted history. Brands that come to us seek that indisputable authenticity and genuine added value.
You have also identified a rise in female fans of motorsport, what new licensing opportunities has that opened for you?
It’s a significant, promising change. The motorsport world is expanding, and women are a vibrant, influential, committed part of it. There are not many sporting events where women and men compete on equal footing. Every year the driver line-up includes several women, and the all-women Iron Dames crew have taken part several times.
Women enjoy racing. It’s as simple as that. And they’re not ashamed of being drawn to the 24 Hours of Le Mans. The increase in interest encouraged us to develop specific ranges for women and more unisex items. The 24 Hours of Le Mans actively encourages women’s participation in motorsport across the board – at the wheel, in the garage and in the crowd. We are convinced that a better gender balance can only be a good thing.
How has celebrating the Centenary of 24 Hours of Le Mans impacted your brand awareness and licensing opportunities across Europe?
The 24 Hours of Le Mans is famous in France and beyond and the centenary celebrations increased the brand’s notoriety and desirability. We had a worldwide audience, with unprecedented media coverage and the chance to show off our heritage in unique style.
In terms of licensing, the Centenary expanded our scope, resulting in increased demand for collaboration, improved legitimacy in the premium segment which has seen luxury brands come knocking and new places to promote the 24 Hours of Le Mans all year round.
With the motorsport industry experiencing what's described as a “dynamic transformation,” how are you positioning Le Mans' licensing program to capitalize on emerging trends in sustainability and digital engagement?
Le Mans has always been a testbed for technological innovation and our licensing program reflects that inventiveness. We strive to keep pace with the times and regularly update our style guide to include new targets.
The department is fully committed to the Race to 2030 program. We select partners that are fully engaged in contributing to sustainability and urge them to overstep their targets. We are exploring immersive formats, gamified experiences and the Internet of Things, which all strengthen ties and promote sharing.
We believe that the future of licensing resides in emotion, innovation and responsibility. With our history and our capacity for constant renewal, Le Mans can rise to the challenge.
What can visitors expect to see showcased on your stand at Brand Licensing Europe in October?
Visitors to our booth will have the opportunity to meet the licensing team. This is a chance to discuss market trends, our brands, and imagine future collaborations. We will also be exhibiting products that showcase our current partnerships and reveal a little more about the richness of the licensing program and its potential.
Brand Licensing Europe takes place at ExCeL London from Oct. 7-9. Find 24 Hours of Le Mans on Stand D261.
For more information on licensing opportunities with 24h Le Mans, visit https://imglicensing.com/brands/24h-le-mans/.