Automobile Club de l’Ouest (ACO) – Organisation of the 24 Hours of Le Mans and related experiences

Business Profile

Core Value Proposition

[Automobile Club de l’Ouest (ACO)] provides and organizes major motorsport endurance events (notably the 24 Hours of Le Mans) plus an ecosystem of experiences and services (museum, driving school, karting, corporate hospitality, and licensing) around the circuit in Le Mans and the broader Grand Ouest.

Target Customer

Club members and motorsport enthusiasts; corporate clients for hospitality, seminars and events; spectators and visitors to races, the museum, and the driving/karting facilities; driving/experimentation enthusiasts via the driving school and Porsche Experience Center visits.

Key Differentiator

A century-old organisation that combines a premier endurance racing event (24 Hours of Le Mans) with a multi-faceted ecosystem (museum, driving school Le Mans Driver, karting, corporate event services, experiences centers, and a broad licensing portfolio) and a sustainability-focused initiative (MissionH24 hydrogen program).

Implementation Timeline

Value is delivered immediately through events, memberships, and experiences (ticketing, hospitality, museum visits). Brand and sustainability initiatives have longer horizons: MissionH24 hydrogen program aims to introduce hydrogen by 2028 with track tests beginning in 2026; hydrogen category at the 24 Hours of Le Mans planned by 2026.

Pain Points

1Access to premium, exclusive race experiences and VIP hospitality for corporate or high-value guests.
2Need for organizing corporate events and experiences at a premier motorsport venue with specialized services.
3Brand licensing and merchandising management for a globally recognized motorsport brand.

Key Features

1Major events organization: 24 Heures du Mans, 24 Heures Motos, 24 Heures Camions, Le Mans Classic, GP France Moto, Inter Écuries, etc.
2Club and member benefits: exclusive pre-sales, discounted rates, and experiential activities for members.
3Museum, driving school, karting and simulators: comprehensive leisure and training offerings (Le Mans Driver, Karting des 24 Heures, Porsche Experience Center activities, driving courses).
4Corporate hospitality and Seminars & Congrès: dedicated spaces and services for business events.
5Licensing and brand management: licensing portfolio (120+ brands) and protection/marketing of the 24H Le Mans and related marks.

Target Customer Industries

Decision Makers

1Président de l'ACO
2Président Adjoint
3Vice-président
4Trésorier
5Secrétaire
6Membre

Client Results

1Spectator and visitor scale: 329,000 spectators at 24 Hours du Mans (per the chiffres clés 2024 page); 78,800 at 24 Heures Motos; 80,800 at 24 Heures Camions; 235,000 at Le Mans Classic; 297,471 at MotoGP.
2Organizational scale: 286 salariés (employees) in 2024; 6,440 bénévoles; 40,000+ membres; 500,000+ products sold via the official boutique; 1,000,000+ online sessions.
3Museum and circuit engagement: 208,562 visitors to the Museum; 135,551 museum visits; 52,279 combined museum+circuit visits; 875 guided tours; 15,732 circuit visits.
4Driving/karting/school engagement: 29,500 karting sessions; 1,378 simulator sessions; 233 leisure events; 1,662 licensed participants; 327 racing/stage participants; extensive driving school and Porsche-related programs (e.g., 7,135 site-based drivers at Le Mans).
5Sustainability and certification: FIA certification for the 24 Hours of Le Mans; ISO 20121 certification; notable RSE outcomes (e.g., waste recycling, food redistribution, and local procurement).
6Brand licensing: 160 active licensing contracts; 24H Le Mans named best sports brand 2024.

Competitive Advantages

1Integrated ecosystem around Le Mans with multiple revenue and engagement channels (events, museum, driving school, karting, hospitality, licensing).
2Longstanding history and prestige in motorsport, with ongoing innovation focus (MissionH24, hydrogen mobility).
3Concrete metrics and certifications (FIA, ISO 20121) demonstrating scale, professionalism, and sustainability commitment.
4Global licensing footprint and extensive merchandising/retail reach via official boutique and online channels.

Key Benefits

1Access to exclusive, premium race experiences and VIP hospitality.

2Comprehensive family and corporate experiences (driving school, karting, simulators, Porsche Center experiences).

3Brand protection and global licensing for the 24H Le Mans and related marks.

4Educational and entertainment value through the museum and driving-related programs.

5Sustainability leadership in motorsport via MissionH24 and certifications.

Case Studies & Success Stories

Centenaire des 24 Heures du Mans

Case #1

2023/2024 milestone celebrating 100 years of endurance racing; ~325,000 spectators at the event; multiple high-profile manufacturers competed (e.g., Toyota, Porsche, Ferrari, Peugeot, Cadillac, Glickenhaus, Vanwall); Ferrari 499P #51 won on its first attempt.

MissionH24 hydrogen mobility program

Case #2

Initiative launched to introduce hydrogen in endurance racing, with collaboration with H24Project; tests in Michelin Le Mans Cup began in 2022; third-generation hydrogen prototype (H24EVO) planned to store hydrogen; on-track tests anticipated from 2026; hydrogen category envisaged for Le Mans by 2026.

Sustainability certifications and impact

Case #3

ACO achieved FIA certification for the 24 Hours of Le Mans and ISO 20121 certification; demonstrated environmental and social initiatives (e.g., waste reclamation, food redistribution, and local procurement).

Additional Product Information

Product Description

A historic motorsport organization that creates and runs premier endurance racing events, operates a member club, and provides an ecosystem of experiences including a museum, driving school, karting, corporate hospitality, and brand licensing across the Circuit des 24 Heures du Mans.

Target Market

Motorsport enthusiasts and members; corporate clients seeking premium hospitality and event spaces; tourists and visitors to the museum and circuit; driving and training participants; licensing partners and retailers.

Unique Value Proposition

A century-old, vertically integrated motorsport ecosystem combining elite racing, experiential venues (museum, driving school, karting), corporate services, and a forward-looking mobility agenda (MissionH24) with sustainability certifications and a robust licensing program.

Technical Requirements

Not explicitly disclosed in the provided content.

Pricing Model

Not disclosed in the provided content.

Companies Solving Similar Problems

Based on matching: problems solved, target roles, key features, industries

Mindler Career Guidance Platform

Comprehensive career guidance and counselling services using advanced assessments and expert advice to help students discover and plan their ideal career paths.

Education

Career Counselling

Y Combinator

Y Combinator helps startups make something people want by providing early-stage funding, mentorship, and a strong network.

Technology

E-commerce

Gorilla's Coffee

High-quality specialty-grade coffee with a focus on adding value to local production, supporting Rwandan farmers, and providing a premium coffee experience.