an economic dynamism The TRANSAT CAFÉ L’OR Le Havre Normandie

THE KEY POINTS

• A new name based on France's favorite coffee brand⁽¹⁾
• Loyal partners (BRED and CMA CGM) and new partners (11th Hour Racing, Baltic Watches, Cougnaud, Dock Vauban)
• 2025 budget of €5.9 million (+7%)

While the Route du Café has changed its name, it still retains its DNA and its longtime ambitions. The TRANSAT CAFÉ L'OR, which will start in Le Havre on October 26 at 2 p.m. (74 boats and 148 skippers), will set sail with an increased budget and more involved partners.

A NEW FLAVOR TO THE SAME ADVENTURE

After more than thirty years under the Jacques Vabre flag, the legendary Route du Café has become the TRANSAT CAFÉ L'OR Le Havre Normandie. By leveraging France's favorite coffee brand⁽¹⁾, L'OR, the emblematic marque of the JDE Peet's group, the race is gaining international recognition and influence while maintaining its sporting fundamentals as a double-handed transatlantic race featuring four classes, four courses, and four winning duos.

This change reflects the desire of its founders, the City of Le Havre and JDE Peet’s, to ensure the long-term sustainability of their commitment and to continue their financial investment in this event alongside the Normandy Region. It also further highlights coffee culture and promotes a diverse coffee landscape, particularly in Martinique, the finish line of the event.

PARTNERS STILL COMMITTED

For the third consecutive edition, BRED and the CMA CGM Group are renewing their premium partnership with the TRANSAT CAFÉ L'OR. As major players in this adventure, they have long forged a special bond between Le Havre and the overseas territories through their respective activities. Together, they share and embody the values ​​of the race: commitment, entrepreneurship, solidarity, and the preservation of the living world.

For this 17th edition, new partners have also joined:

• 11TH HOUR RACING has become an official partner and will offer visitors to Le Havre immersive exhibitions and interactive programs focused on climate action, ocean health, gender equality, and inclusion in the world of sailing.
• BALTIC WATCHES has become the official timekeeper of the Route du Café, a first in the world of ocean racing for the French watchmaking brand.
• The modular construction company COUGNAUD and the DOCKS VAUBAN shopping center in Le Havre have become official suppliers.

During the theme days organized in the village, several partners will come to exchange ideas and share their expertise:

• RTE (Electricity Transmission Network) is sponsoring the “An Ocean of Resources” day (October 20).
• The PILEJE Foundation (health and sustainable food) is sponsoring the “Breathe, Eat, Move” day (October 23).
• EMDT (Dieppe-Le Tréport Offshore Wind Turbines) is sponsoring the “Explorers at Heart” day (October 25).

A CONSTANTLY GROWING BUDGET

Despite the current economic climate, the TRANSAT CAFÉ L’OR has increased its budget this year by nearly 7% to €5.9 million. This sum is divided between institutional partners (32%), private partners (36%), registration fees (14%), and revenue from the village, hospitality, and merchandising (18%).

For this edition, the Le Havre start village will host more than 90 exhibitors spread over nearly 7,500 m², demonstrating the race's growing popularity and appeal to enthusiasts.

Finally, the TRANSAT CAFÉ L'OR Club, managed by the DB COM agency, continues its growth and will welcome more than 120 members in a dedicated 1,500 m² space, demonstrating that the economic fabric of the Le Havre metropolitan area is reaffirming its commitment to the event.

The TRANSAT CAFÉ L'OR Le Havre Normandie is always looking for partners who share their beliefs and ambitions. Companies wishing to take part in the adventure can find all the information on our website.

(1) Source: Leading coffee brand sold in supermarkets and hypermarkets - Nielsen - HMSM + DRIVE + PROXI + SDMP value - CAM P9:25 

THEY SAID