In a deal that will see it sever its ties with IMG Media after two decades, the organisers of the famous Le Mans 24 Hours race has decided to centralise its marketing operations for the first time.
The Automobile Club de Quest has hired British consultancy firm Cotterill & Associates to oversee the implementation of the new strategy that will see television distribution, internet and mobile phone rights come under its own control.
Cotterill will report directly to the ACO’s marketing and communications director Fabrice Bourrigaud. Laura Cotterill, the company’s managing director, described the agreement as a “great opportunity”, adding “We are very much looking forward to 2010 and beyond.”
Jean-Claude Plassart, president of the ACO, which controls and owns the rights to the annual event held in central France, insisted “that the time was right to take a greater responsibility of our assets”.