Le Havre appoint SPORTFIVE to manage commercial rights

Le Havre have signed a strategic partnership with SPORTFIVE, appointing the agency as exclusive commercial rights partner from the 2026/27 season.The agreement will see SPORTFIVE manage the commercialisation of the club’s marketing rights, including sponsorships, hospitality, image rights and activations involving teams and players.SPORTFIVE managing director Xavier Oddone said: “Le Havre Athletic Club is a club with a strong identity, a defined territory, and a reputation for developing top international players, as well as a rich history.“It is exactly the kind of partner with whom we like to create value: by building a commercial offering that makes sense for clubs, brands, and fans.”The appointment comes as Le Havre continue to develop their commercial structure following Blue Crow Sports Group’s acquisition of the club in 2025.The club returned to Ligue 1 in 2023 and have remained in the top division since, giving SPORTFIVE a stable platform to sell against France’s leading football competition.Le Havre play at the 25,000-seat CMA CGM Océane Stadium, which provides matchday, hospitality and activation inventory for prospective partners.The club’s academy, known as Made in Cavée, remains a central part of their identity and has developed players including Riyad Mahrez, Pape Gueye, Ferland Mendy and Brice Samba.Le Havre managing director Yacine Alaoui said: “The partnership between HAC and SPORTFIVE marks a new step in the development of the club and its brand.“HAC has many strengths to showcase and, under the leadership of its shareholder Blue Crow Sports Group, aims to continue growing and structuring itself while preserving its values and unique identity.“This collaboration will notably help strengthen the club's revenues while ensuring that the satisfaction of our partners remains optimal at all times.“We are delighted to rely on SPORTFIVE's expertise, network, and experience, and we are entering this new collaboration with great enthusiasm.”SPORTFIVE will use its marketing, sponsorship, activation, business intelligence and digital teams to build a commercial strategy around Le Havre’s identity and partner potential.The agency said the objective is not only to sell rights, but to create long-term relationships between the club, brands and supporters.The deal also strengthens SPORTFIVE’s presence in Ligue 1, adding Le Havre to its network of rights-holder clients in French and international football.Le Havre will now work with SPORTFIVE on sponsorship sales, hospitality, player and team activations and digital commercial opportunities ahead of the 2026/27 season.