This weekend, the 24 Hours of Le Mans returns—not just as a motorsport spectacle, but as one of the most commercially valuable platforms in global racing.
While the spotlight will be on lap times, overtakes, and night stints, the real engine behind Le Mans runs through sponsorships, hospitality, media exposure, and year-round brand storytelling. Let's delve into the business of Le Mans and explore the opportunities for brands.
© Baptiste Prat
A Global Platform for Brands
With nearly a century of history and a global broadcast footprint, Le Mans offers brand partners unparalleled visibility. Companies like Rolex, TotalEnergies, and Goodyear don’t just advertise—they’re integrated into the race narrative through strategic partnerships managed by the ACO (Automobile Club de l’Ouest).
The event is broadcast in over 100 countries, with full-race coverage via Eurosport and free-to-air distribution in key markets like France. It’s one of the few events in sport that offers 24 continuous hours of global exposure.
© Jules Marchioni
Hospitality as a Business Tool
Le Mans isn’t just for fans—it’s for decision-makers. Corporate guests are hosted in tailored experiences that blend motorsport with business: trackside suites, curated meals, and behind-the-scenes access, all designed to drive conversations and close deals.
What sets Le Mans apart is time. With 24 hours of racing, brands have the rare luxury of extended interaction with clients and prospects.
Endurance as a Storytelling Platform
The race is a content machine. The unpredictability and scale of Le Mans create authentic storylines that brands can tap into: innovation, resilience, precision.
Through live broadcast, social content, and team activations, sponsors are able to deliver layered messaging that evolves with the race itself—something few other formats allow.
© Lamna The Shark
Beyond the Weekend: Licensing and Merch
Beyond the race itself, Le Mans operates as a year-round brand. Through a global licensing agreement with IMG, the ACO has expanded its retail footprint into fashion, collectibles, and accessories.
Partners like Kappa and Bershka have launched official Le Mans product lines, while toy makers like Silverlit help bring the race into the hands of younger fans. It’s a smart strategy: by turning Le Mans into a lifestyle brand, the ACO ensures that commercial value extends beyond the track.
© Howard Bouchevereau
Conclusively, in a motorsport landscape increasingly defined by short attention spans and social media snippets, Le Mans offers something different: time. Time to tell stories. Time to build relationships. Time to make an impression.
For sponsors and commercial partners, that’s not just rare—it’s valuable.
As the cars line up on Saturday afternoon, a global audience will watch the start of a historic endurance challenge. But for the brands behind the scenes, the business of Le Mans will already be in full gear.
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