By Florence Ayem and Laurent Taieb, France Managing Directors for Licensing International

Motorsport in Europe is experiencing a dramatic transformation—one that’s taking the excitement far beyond the track and into the heart of consumer culture. Licensing, once a secondary consideration, has become the driving force behind this acceleration, with France at the front of the grid.

An Industry in the Fast Lane

Europe asserts itself as the undisputed leader in this category, accounting for 57% of the global motorsport market. The market is projected to reach $7.21 billion by 2035, with annual growth rates above 6%, according to Market Research Future. Traditional motorsport strongholds, including Italy, the UK, and Germany, are innovating rapidly, but France stands out for its unique blend of heritage, engineering prowess, and emotional connection to automotive culture.

Le Mans: A Blueprint for Licensing Success

Nowhere is this more visible than with 24 Hours of Le Mans, which is redefining what a motorsport brand can be. In 2023, as Le Mans celebrated its centenary, the licensor doubled its licensing revenue in just three years, thanks to a bold partnership with licensing agent IMG. Today, there are more than 150 active licensing deals spanning toys, games, fashion, home decor, and accessories—a strategy designed to keep the legendary event top of mind all year round, far beyond race weekend.

A Boom That Goes Beyond Racing

This trend isn’t limited to Le Mans. Brands like Alpine, Formula 1, BMW M, Mercedes-AMG, Ford, Honda, and Ferrari are now expanding beyond their core fan base, leveraging their racing credentials to launch high-impact “sub-brands,” limited-edition apparel, and premium consumer products. Partnerships cross into lifestyle and luxury, with designer collaborations and capsule collections blurring the lines between racetrack performance and high fashion.

Pixar’s Cars franchise introduces the passion for racing to the youngest children and the collaboration between Disney and Formula 1 is another example of how racing and entertainment can come together. Additionally, this year’s feature film F1: The Movie saw tremendous success at the global box office ($603 million as of August 24, 2025).

For younger audiences, licensing takes on a digital dimension. Hot Wheels and LEGO Technic produce elaborate, motorsport-inspired sets while video games and sim racing platforms immerse fans in digital paddocks.

What Makes Motorsport Licensing Different?

The secret to this boom lies in motorsport’s distinctive DNA, which is a fusion of performance, innovation, engineering excellence, and raw emotion. Track victories are tangible demonstrations of technical superiority, immediately enhancing a brand’s reputation for quality and reliability in consumers’ eyes—a dynamic rarely matched in football or tennis. Motorsport’s mantra, “Win on Sunday, sell on Monday,” is more relevant than ever as fans translate their enthusiasm for the sport into loyalty for licensed products. 

Key Consumer Trends and Best-Selling Categories

French consumers remain fervently loyal to motorsport—especially Formula 1 and rallying—favoring high-performance vehicles and the prestige they confer. Best-selling licensed categories include branded apparel (Balenciaga and Honda, Maje and Hot Wheels, Kappa and 24h Le Mans), luxury accessories, toys and collectibles, and, increasingly, digital assets such as sim racing content and eSports merchandise. Digital licensing (games, AR/VR, streaming rights) is becoming crucial for brands aiming to connect with Millennials and Gen Z, opening new opportunities in virtual engagement and global brand-building.

Sustainability, eSports, and the Next Horizon

Looking ahead, two key trends are shaping the industry’s future. First is sustainability as the rise of all-electric championships like Formula E has spurred new partnerships and eco-conscious collaborations, broadening motorsport’s appeal. Second is the explosion of sim racing and eSports, which is redefining fan engagement by making motorsport accessible, immersive, and dynamic in a way that resonates across generations.

In Pole Position for the Future

As licensing efforts expand, brands are eyeing new regions—including Asia-Pacific, the Middle East, and Latin America—where enthusiasm and spending power are rising. Yet Europe, and particularly France, remains the epicenter of this licensing revolution.

Motorsport in 2025 and beyond is not simply about who crosses the finish line first. It’s about how iconic events and brands can turn every race, every logo, and every digital experience into lasting loyalty and economic opportunity. In this new era, France leads Europe in showing just how far the world of motorsport—and its licensing potential—can go.