Paul Mitchell Systems will sponsor the two Tequila Patron ESM cars at this year’s 24 Hours of Le Mans, replacing the team’s standard green and black Tequila Patrón colors.
The U.S.-based team will enter a pair of Ligier JS P2 Nissans in the French endurance classic next month, as part of its full-season FIA World Endurance Championship effort.
However, French advertising laws prohibit alcohol sponsorship, which has resulted in change of livery and sponsorship.
ESM ran Rolling Stone liveries on the cars last year, but this year has struck a deal with Paul Mitchell Systems, a professional hair care company owned by Patrón Spirits Company co-founder John Paul DeJoria.
“We are so excited that Paul Mitchell has finally arrived to Le Mans racing,” said DeJoria. “This Tequila Patrón ESM team won both Sebring and Daytona. Look out France, here we come!”
“We’re so excited to return to Le Mans,” added Patrón Spirits President and CEO Ed Brown.
“The only downside is French law prohibits us from running the black and green livery with our Tequila Patrón branding, but we are so fortunate to have Paul Mitchell as our primary sponsor for this race!
“It’s nice to be able to keep it in the family, and join forces to try and win the biggest endurance race in the world.”
The team’s lineup for Le Mans and the full WEC season has Brown joining Johannes van Overbeek and team owner Scott Sharp in the No. 30 car. Chris Cumming, Ryan Dalziel and Pipo Derani race the No. 31 Ligier.
So far this season, the team has won both the Rolex 24 at Daytona and Mobil 1 Twelve Hours of Sebring, and so will be looking to take the endurance “triple crown” with a class win at La Sarthe.