Music and pop culture magazine Rolling Stone is to co-sponsor the Extreme Speed Motorsports (ESM) endurance racing team at this year’s 24 Hours of Le Mans, according to reports in the US.

The Florida-based team has reached an agreement with the publication in conjunction with its existing main sponsor, Patrón Spirits International, the makers of Tequila Patrón.

The one-off deal for the June event is a result of French laws prohibiting alcohol sponsorship, with Rolling Stone-themed livery set to replace that of the tequila brand on both of ESM’s Honda entries in the famous race.

“This unique partnership brings together the top name in luxury spirits, the most recognised voice of music and popular culture, and the pinnacle of motorsport competition,” said Lee Applbaum, the global chief marketing officer at Patrón Spirits International.

“We’re enormously excited that the Tequila Patrón ESM coupes will fly the iconic Rolling Stone logo at the legendary Circuit de la Sarthe track in Le Mans, France this summer.”

As part of the deal ESM staff will appear in a video and accompanying story for Rolling Stone’s magazine and website, according to Sportscar 365.

Patrón Spirits International and Rolling Stone have been collaborating on various promotional projects for many years, with the company having sponsored last month’s Rolling Stone Awards.

This year’s 24 Hours of Le Mans, the most famous race in endurance motor racing, is due to be held on 13th and 14th June.

Though Rolling Stone will be promoted on ESM’s cars at Le Mans, Tequila Patrón will continue to serve as the team’s primary sponsor for the remaining rounds in this year’s FIA World Endurance Championship – except for Bahrain, which has similar alcohol prohibition laws to France.