Racing Force Group (RFG), the motorsport safety equipment firm, has become the latest company to strike a licensing deal with motor racing’s iconic annual 24 Hours of Le Mans endurance race and race organizer Automobile Club de L’Ouest (ACO).
Under the new deal, which was brokered by international sports and entertainment agency IMG, RFG’s head protection brand Bell Racing will launch licensed helmets and scaled helmets with a 24 Hours of Le Mans-themed livery.
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Bell Racing will debut a special edition of its FT6 Pro full-face helmet and its MAG open-face helmet, as well as memorabilia mini helmets for purchase.
Aref Yazbek, chief business officer of RFG, said: “The race has a huge appeal among the motorsport community, given its heritage and the excitement it provided in its previous 100 editions, including the last one in which three Bell-equipped drivers claimed the overall victory.
“So, our team of designers put the maximum effort into creating unique liveries for our special GT6 Pro and MAG helmets, delivering a striking and stylish appearance for all the customers.”
The deal expands RFG’s relationship with the ACO, having supplied fireproof racewear to the race’s marshals, safe car drivers, medical team members, television production and communication staff, and security operators.
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By GlobalDataThe next edition of the race is due to take place from June 15 to 16, 2024, and RFG will be given a dedicated space in the paddock to provide on-track technical support for Bell Racing and to sell their helmets and mini helmets to fans attending the event.
Stephane Andriolo, ACO’s customer and events director, said; “Bell Racing is an iconic brand in the world of motorsports, whose history is closely linked to that of the Le Mans 24 Hours.
“After an iconic centenary edition, we are now looking ahead to 2024.”
IMG has secured a number of new partnerships for Le Mans over the past year, including Italian sportswear brand Kappa, toy manufacturer Silverlit, and fashion brand Bershka, among others.
The agency has been the licensing partner of the ACO, the race’s organizing body, since 2008, with the pair extending their agreement in 2021 to run until after the 2024 edition.
During the partnership, the ACO has been keen to capitalize on its licensing program to generate year-round attention and develop its revenue streams.
Read more: Beyond 24 Hours: How Le Mans' licensing program keeps the midnight oil burning.
