L’Equipe teams up with IMG to expand global licensing programme

Leading French sports media brand L’Équipe has appointed IMG as its first-ever global licensing representative in a multi-year deal.

Founded in 1946, L’Équipe is the most renowned sports media outlet in France, best known for its comprehensive coverage of global sports across its daily newspaper, website, app, social media and television channels.

The partnership with IMG aims to further grow the L’Équipe brand and its reach by creating a unique online platform through which fans can access a wide range of distinctive sports products and experiences across key categories like apparel, accessories and décor

The publication’s memorable front pages, its well-recognised red logo and its rich legacy will serve as the main inspiration for the new licensing programme, while the collaboration shapes as especially important with Paris hosting the Olympic Games in a few months’ time.

“I am proud and delighted to announce our partnership with IMG for the development of our licensing programme,” enthused Emilie Montané, Director of Strategy & Development at L’Equipe.

“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.

“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.”

IMG will look to capitalise on its extensive experience in managing licensing rights for sports brands and organisations, such as World Rugby, 24 Hours of Le Mans, Fédération Française de Rugby, the National Football League (NFL), Bundesliga, UFC and WWE.

“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 Mickael Andreo, Vice President of Licensing at IMG.

“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.”