In anticipation of the upcoming Brand Licensing Europe (BLE) event, Licensing Magazine, in collaboration with BLE, has conducted an exclusive interview with François BRINDEAU, the Head of Merchandising and Licensing at 24H Le Mans.
Why have you decided to exhibit?
We have been coming here for many years as visitors. Our IMG agent has represented the 24H LE MANS brand on his stand since the beginning of our collaboration. We would like to take things a step further by coming with a stand entirely dedicated to the 24H LE MANS brand and his universe.
Why do you consider BLE to be an unmissable part of your yearly show/networking calendar?
For the ACO and the 24 Hours of Le Mans, it’s a valuable opportunity to be represented and in contact with the licensing industry, both on a European and Worldwild level.
What will make your stand at BLE 2024 a must-visit for attendees?
Our stand will showcase the richness of our brand. Indeed, with 100 years of history and an international reputation, the 24H LE MANS brand is a fantastic playground. The world-famous 24H Le Mans brand will be at the heart of the discussions.
We also have a number of brands associated with our events, notably Le Mans and 24H. We’re also fortunate to be able to offer a very powerful iconographic package, including official posters and the circuit layout.
As both a lifestyle and motorsport brand with strong values, we will be exhibiting a range of the latest products from our licensed collaborations. This will give us a great showcase to share with visitors, imagine storytelling and new collaborations.
Which property/brand/franchise will be your main focus at this year’s event?
It’s impossible to talk about one brand in particular. Depending on whether we’re talking about leisure, luxury, publishing or entertainment, for example. All brands have real qualities and strong potential for development. In our business, it’s vital to be curious. That’s why we’re always on the lookout for brand news, new products and innovations.
What do you hope to have achieved by the end of the three days?
We have several objectives. We want to make a lasting impression and consolidate the fact that the 24H LE MANS brand is a must in the world of sports licensing. We want to consolidate our current partnerships and build for the future (e.g. Food, LBE). The show will be an opportunity to talk to visitors and companies curious to discover our world and meet our partners.
What do you think are the biggest challenges and opportunities the licensing sector faces over the coming months and into 2025? How are you capitalising upon/mitigating these?
The licensing sector is constantly changing. It’s important to innovate while remaining true to the values of the brands we represent. It’s crucial to be curious about consumer habits, which are constantly changing and differ from one continent to another. The CSR dimension is also an important point that needs to be addressed in our exchanges and in the building of collaborations.
Are you launching new brands, products and announcing any news at BLE?
For our 1st edition as an exhibitor, we want to show visitors all the new products launched in 2024.
Is there anything else you’d like to tell us about yourself?
The 24 Hours of Le Mans has been called iconic, legendary, unique…Le Mans is not just a motor race, it’s an experience.
Our licensing programme encompasses the whole spectrum of 24 Hours of Le Mans fans: children, men and women, captive or non-captive audiences, wherever they live. Our partners range from local companies to multinationals. This diversity is important to the spirit of the race, a unique sporting event that brings people from all backgrounds together in a celebration of motor racing. The Le Mans passion is passed down from one generation to the next. Our online communities boast millions of followers and television coverage of the race reaches tens of millions of viewers worldwide.
Join us on the fast track to tomorrow! Let’s make history together.
