Automobile Club De L’Ouest (Aco) v Omologato Ltd & Anor [2026] EWHC 2265 (IPEC)
The organiser of the 24 hours of Le Mans endurance race (‘ACO’) sought to enforce its trade marks against a boutique manufacturer of motorsport watches (‘Omologato’).
The main sponsor and exclusive timepiece partner of the Le Mans event is Rolex. Omologato sponsored racing teams who competed at the event, but had no licence or other agreement with ACO. Omologato argued that these team sponsorships fairly entitled it to market watches by reference to the Le Mans name. The Court disagreed, finding that this was not legitimate referential use of ‘Le Mans’ in accordance with honest practices, but illegitimate ‘ambush marketing’ contrary to ss10(1), 10(2), and 10(3) TMA 1994.
Tom Alkin acted for Claimant, instructed by Pinsent Masons LLP.