By Allison Watkinson
TLL Reporter
The L’Équipe sports media brand has signed a multi-year agreement that names IMG as its first global licensing representative.
“I am proud and delighted to announce our partnership with IMG for the development of our licensing programme,” said L’Équipe director, Emilie Montané. “This strategic alliance with IMG, a global leader in sports and entertainment, opens up new opportunities to expand the reach and influence of the L’Équipe brand. Together, we aim to deliver exceptional brand experiences while preserving the integrity and values that are dear to us,” added Montané. “This partnership reinforces our commitment to providing our readers and fans with an immersive and high-quality sports experience, and we look forward to exploring the exciting opportunities it holds for us.”
Founded in 1946, L’Équipe is a French multi-media company that provides comprehensive coverage of global sports news.
The company provides its sports coverage through a range of platforms including its dedicated website, app, social media channels, TV programming and daily newspaper.
The licensing partnership with IMG aims to expand the L’Équipe brand by creating a new e-commerce platform that provides sports fan with a wide range of licensed products in categories such as apparel, accessories, and décor.
The designs for the new licensed products will be based on the L’Équipe logo and some of the publication’s most famous front page articles.
This will include articles such as the Pour L’Éternité edition for France’s 1998 FIFA World Cup win and the Inoubliable edition that celebrated Usain Bolt’s 2008 Olympic gold medal victories.
“For many generations of sports fans, L’Équipe has been synonymous with sports itself, continuously breathing life and colour to some of the most iconic sporting moments from around the world,” said IMG VP, Mickael Andreo. “Now, as we gear up for one of the biggest years in France’s sports history, we believe it’s a fitting moment to expand this well-loved brand and bring it even closer to fans. We look forward to developing a robust licensing programme that helps sports enthusiasts relive their favourite L’Équipe memories through unique products and merchandise.”
IMG will utilize its extensive experience in managing the licensing rights for global sports brands to support the expansion of L’Équipe’s licensing and e-commerce program.
IMG’s history in the sports licensing industry includes high-profile clients such as World Rugby, UFC, 24 Hours of Le Mans, WWE, Fédération Française de Rugby, NFL, Bundesliga and more.
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