2025 Transat Café L'or illuminates and reflects an economic dynamism

Public is watching Class 40 boats during the class presentation at the Transat Jacques Vabre, in Le Havre, France, on October 22, 2023 © Jean Louis Carli / Alea

With a new identity, loyal partners, and an increased budget, the TRANSAT CAFÉ L'OR Le Havre Normandie is strengthening its profile as it takes on the name of France's favorite coffee brand.

It is also enhancing its position due to its long-standing partners as well as new, committed stakeholders. The event confirms its ambitions: to combine sporting adventure, economic dynamism, and coffee culture.

• 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 Watched 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 m", 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 m" 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.

Quotes:

Régis Debons, Deputy Mayor of Le Havre, in charge of sports:
"The TRANSAT CAFÉ L'OR Le Havre Normandie is a major popular sporting event, and it's also a major economic event for our region. Every two years, nearly 600,000 visitors come to the village and shop. Not to mention the professional events; each year, several thousand decision-makers are present for 10 days. The TRANSAT CAFÉ L'OR is much more than a race: it's a real boost to Le Havre's reputation, tourist numbers, and economic dynamism."

Vincent Prolongeau, President of JDE Peet's in France:
"Rebranded and associated with L'OR, the French people's favorite coffee brand(1), the TRANSAT CAFÉ L'OR Le Havre Normandie takes on a new, more international dimension, without losing its roots: a two-person ocean challenge that follows in the footsteps of great sailors and the legendary coffee trade route. Behind this new chapter lies a vision shared by JDE Peet's and the City of Le Havre to make this race more than just a competition. It is a human adventure where sailors and enthusiasts set out with the same strength: that of high standards, passion, and respect for the planet."

Antoine Robin, Co-General Manager of TRANSAT CAFÉ L'OR Le Havre Normandie:
"In a complex economic climate, it's a great satisfaction to be able to retain our partners and welcome new ones. TRANSAT CAFÉ L'OR OR Le Havre Normandie confirms its appeal to decision-makers in Normandy, Martinique, as well as nationally and internationally. We are very pleased to have successfully mobilized several major stakeholders to support our program to raise awareness about respect for living things and inclusion."

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