RC Lens and Auchan Extend Decade-Long Partnership with New Five-Year Renewal

A regional flagship for over 65 years, Auchan has built a strong presence across France. Staying true to its northern roots and to RC Lens, whose values of high standards and close community ties it shares, the group has supported the club for nearly five decades. Since 2016, Auchan has featured on the front of the Lens shirt as a Major Partner, underlining its long-standing loyalty.

Building on a decade marked by key milestones, including the club’s return to European competition and its recent first-ever Coupe de France triumph, the relationship between these two regional institutions remains firmly anchored in the long term. An iconic partner of the Racing, Auchan is now renewing its commitment to the Sang et Or for a further five seasons.

Benjamin Parrot, Managing Director - RC Lens said, “We are particularly pleased to see this partnership extended for the next five seasons and once again anchored in the long term. We have chosen loyalty, a core value of the Racing. This renewal, as we celebrate ten consecutive seasons of collaboration this year, reflects the strength of the ties built over time between our two institutions, as well as a shared vision driven by values deeply rooted in our region. This extension is not driven solely by sporting results. It is above all based on the quality of the human relationships nurtured over many years, on a genuine attachment to the region, and on the daily commitment of those who bring this partnership to life within both the group and the club. Beyond visibility, it is a shared history, common values, and mutual trust that unite us. We also have a heartfelt thought for Christian Legrand, who passed away last January and who was at the origin of the revival of this meaningful partnership between the Racing and Auchan. His attachment to the club and his vision will continue to shape this partnership.”

Guillaume Darrasse, Managing Director - Auchan Retail International added, “There are clubs that transcend sport. RC Lens is one of them. Through its history. Through its roots. Through the loyalty and passion it inspires across an entire region. At Auchan, we share this same conviction: companies and sports clubs play a role in the vitality of local communities and in bringing people together. That is why we are very proud to renew our partnership with RC Lens until 2031. This year, the Coupe de France victory rewards a collective, an ambition, and a mindset that we deeply respect. In our stores across the region, as in Noyelles-Godault, this partnership is lived with great pride by our employees and customers. Ultimately, what brings us together is simple: a shared commitment to collective engagement and proximity. And that deserves to last over time.”

Xavier Oddone, Managing Director -SPORTFIVE concluded,“Supporting the renewal of a nearly fifty-year partnership is both a responsibility and a source of pride. What unites RC Lens and Auchan goes beyond sponsorship: it is a human relationship, rooted in a territory and driven by committed teams on both sides. At SPORTFIVE, this is exactly the kind of partnership we are committed to nurturing and sustaining over time.”