Hamburg want to make Rafael van der Vaart a brand ambassador for the club once he retires from football, although the Netherlands international does not want to hang up his boots just yet.
Van der Vaart -- who earlier this season was linked with a move to Serie A -- is currently under contract with HSV until the summer.
The 31-year-old's future remains up in the air and could be decided in March, when the Bundesliga club want to talk to a number of players who will be out of contract at the end of the current campaign.
"It's strictly about the daily business at the moment and we will plan our future during the international break in late-March," sporting director Peter Knabel told reporters. "What the players offer until the break is decisive for the future."
Speaking to Bild, Knabel added that Van der Vaart is part of the club's long-term plans.
"With Rafael, it's more than just a player who will be out of contract. Rafael is a part of the brand HSV," he said.
According to the newspaper, Hamburg want to turn Van der Vaart, who re-signed for the club in 2012, into a brand ambassador both in Germany and abroad.
"It's about what happens after his career," Knabel said.
Van der Vaart says it is a role that interests him, although he is determined to carry on playing for some time yet.
"I could imagine doing that when I have ended my career," he told Bild. "But I still play football, and that's my priority right now. I want to remain a footballer as long as possible."
Van der Vaart featured at the weekend as Hamburg beat Hannover 2-1 and recorded back-to-back wins in the Bundesliga for the first time since April 2013.
Hamburg, who travel to Bayern Munich on Saturday, have moved up to 12th in the table and have a four-point lead over Borussia Dortmund, who currently sit in the relegation playoff place.