Sport, Space and Star Power: Welcome to Cannes Lions 2026
- Jun 21
- 2 min read
As creativity is increasingly challenged to solve complex business, cultural and societal problems, the 73rd Cannes Lions International Festival of Creativity arrives with a conference programme that reflects the industry’s growing ambition and range.
A major highlight is the launch of LIONS Sport – a new global forum celebrating the transformative impact of creative innovation in sports marketing. Taking place on June 24 & 25 during Cannes Lions 2026, the two-day programme will unite leaders from across brands, agencies, rights holders and media to explore how innovation and creativity in marketing is redefining the US$417bn sports landscape.
Building on more than 70 years of creative benchmarking and convening, LIONS Sport will give leading sports marketers a platform to debate, define and recognise creative excellence in sport. Delivered in partnership with Sport Beach, it will examine the forces driving growth across the rapidly evolving sports marketing ecosystem. The two-day event takes place in a custom-built venue at the Carlton Hotel, with keynotes, case studies, networking forums and experiential showcases from brands and athletes driving the next wave of growth in sport. Sessions include Tennis Australia’s Britt Wickes and Roddy Campbell on how the Australian Open is using entertainment and culture to attract younger audiences, and Brandon Snow of RedBird Capital Partners on the biggest sports marketing deals.
Simon Cook, CEO, LIONS, said: “Sport creates shared, borderless moments that no other medium can match. While we understand its scale, the real opportunity now lies in how creativity can transform that scale into meaning, value and growth. It’s clear that the new playing field has shifted from reach to relevance, from audiences to communities and from media buys to cultural moments.”
In a landscape where rights are fragmented, fanbases are global and athletes have become their own publishers, Cook added that: “LIONS Sport will bring together the people shaping that new reality – because when sport converges with culture and commerce, creativity becomes the ultimate competitive advantage.”
On the client side, Nicole Graham, EVP & chief marketing officer, Nike, said: “In a world that’s constantly shifting, sport remains a powerful force for connection, inspiration, and cultural influence. At Nike, we see every day how sport doesn’t just reflect culture – it drives it, shaping the way we tell stories and inspire people around the world.” LIONS Sport, she said, is a recognition “of how profoundly sport is influencing marketing and creative expression”.
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