Published on January 16th, 2026
Location: France
“Têtes Brûlées”, the iconic confectionery brand from Northern France, becomes LOSC's Premium Partner
Paris, January 16, 2026 - The most observant fans will have noticed it! Since the start of 2026, a new partner has appeared on the Dogues’ playing kit: “Têtes Brûlées” confectionery. Manufactured in Neuville-en-Ferrain, within the Lille metropolitan area, the brand is a source of pride for Confiserie du Nord, which today becomes a Premium Partner of LOSC. SPORTFIVE, the international sports marketing agency, is proud to have supported the development of this partnership.
Confiserie du Nord: 110 years of expertise in the region
Based in Neuville-en-Ferrain, in the Lille region, Confiserie du Nord has been delighting sweet lovers for more than 110 years, thanks to its longstanding confectionery expertise and state-of-the-art production facilities. Since the 1990s, this family-owned company has been creating “Têtes Brûlées”, the most explosive candies, renowned for their unmistakable tangy kick. The sensations are unique and the success immediate. With family or friends, who hasn’t taken on the “Têtes Brûlées” challenge at least once?
Tangy, sour and responsibly made candies
Renowned for their surprisingly sharp and sour flavours, “Têtes Brûlées” are 100% French-made candies. They are part of a responsible approach, with simplified recipes made exclusively from ingredients of natural origin, including colours and flavourings, and free from controversial ingredients. All products are manufactured in France, primarily at Confiserie du Nord’s production sites in Tourcoing and Neuville-en-Ferrain.
Displayed on the Dogues’ shorts in Ligue 1
Since 3 January (LOSC vs. Stade Rennais), “Têtes Brûlées” have been displayed on the front of LOSC players’ shorts during Ligue 1 McDonald’s matches, alongside various digital visibility activations and at the Domaine de Luchin training centre. Until the end of the 2025–2026 season, the regional confectionery brand will also feature on LED boards and interview backdrops, as well as on the giant screens at the Decathlon Arena Stade Pierre Mauroy on matchdays, as part of its Premium Partnership status.
Michel Poirrier, President of Confiserie du Nord, said: “LOSC is a club deeply rooted in the heritage of Northern France, just like Confiserie du Nord and our Têtes Brûlées candies. This partnership came naturally, as we share many common values. Together with LOSC, we embrace a committed vision that places people at the heart of our actions, with concrete initiatives in favour of environmental responsibility, health, children, social causes and inclusion. Being associated with a Ligue 1 club with strong visibility and an ambitious image is a tremendous opportunity to support our development and strengthen our profile, both on and off the pitch.”
Xavier Oddone, Chief Executive Officer of SPORTFIVE: “SPORTFIVE is proud to have supported LOSC and Confiserie du Nord in the establishment of this partnership. Bringing together two emblematic representatives of the region perfectly reflects our ambition to create meaningful collaborations based on shared values.”
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
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Manon Le Clair
Communication Officer
manon.leclair@sportfive.com +33644365373
