Le Havre AC announced on Wednesday the exclusive transfer of all its marketing rights to agency Sportfive, effective from the 2026‑2027 season. The partnership covers the commercialization of sponsorships, hospitality, image rights and activations around the club’s teams and players.

Why is this partnership decisive for HAC?

HAC, France’s oldest club with over 150 years of history, is fighting to cement its Ligue 1 status. Currently 14th with 35 points (7 wins, 14 draws, 13 losses) and a recent WLDDD form, the club seeks to boost off‑field revenue. By handing the reins to Sportfive, it taps the agency’s global network, already active with LOSC Lille, Olympique Lyonnais, Toulouse FC and RC Lens.

What does Sportfive expect from this new mandate?

Sportfive plans to roll out a tailor‑made strategy suited to HAC’s specifics. The agency will mobilise its teams to develop premium hospitality packages, strengthen sponsorship deals and maximise player image rights for stars like captain Jordan Leborgne and young striker Youssouf N'Diaye. The goal is to increase the club’s income while keeping partners satisfied.

What are the financial stakes?

HAC has recorded 32 goals scored and 44 conceded this season, a –12 goal difference. Sitting 41 points behind leaders Paris Saint‑Germain, every extra euro matters in the battle against relegation. The Sportfive partnership should help close part of the budget gap, although exact figures remain confidential.

What does club management say?

Yacine Alaoui, HAC’s general director, said in a statement: “The partnership between HAC and Sportfive marks a new step in the club’s development and brand. We are delighted to rely on Sportfive’s know‑how, network and experience and start this collaboration with great enthusiasm.”

What are the prospects for next season?

With Blue Crow Sports Group at the helm since 2025, HAC aims to further structure itself while preserving its identity. Sportfive’s support could accelerate initiatives such as fan events at the “Stade Océane”, targeted digital campaigns and training programmes for young talent. The club hopes to stabilise its Ligue 1 position and possibly climb the table.

HAC continues to rely on its academy, which produced Riyad Mahrez, Pape Gueye, Ferland Mendy and Brice Samba. This new marketing alliance could give future prospects greater visibility while strengthening the club’s financial competitiveness at the highest French level.