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Entertainment Lions for Sport

The Entertainment Lions for Sport celebrate creativity that taps into fan culture and leverages the power of sports and esports in connecting people to brands.

The work will need to demonstrate excellence in breakthrough creativity within the sports and esports ecosystem through the use of effective strategic planning, sponsorship, brand management, media, entertainment and/or talent.


A number of criteria will be considered during judging, weighted as follows: 20% strategy & insight; 30% creative idea; 30% craft & execution; 20% results.

Brands refers to talent, artists, creators, influencers, streamers, athletes, teams, organisations, sponsors, platforms, media owners, rights holders or any entity that produces and distributes products and content related to the sport industry.

Esports may be entered across all categories within Entertainment Lions for Sports.

There is no overall limit to how many times the same piece of work can be entered into Entertainment Lions for Sport as long as the categories chosen are relevant.

What does winning work look like?

DREAMCASTER  |  AB INBEV – MICHELOB ULTRA 2023 MICHELOB ULTRA - DreamCaster - FCB - Cannes Lions 2023 (Supporting Images from The Work - 1530469-22503551) FCB NEW YORK GRAND PRIX, ENTERTAINMENT LIONS FOR SPORT

Michelob ULTRA worked with Cameron Black, a blind man with a dream of becoming a sports broadcaster, to develop Dreamcaster. This groundbreaking, multisensorial technology allowed Black to fully experience and commentate a game, pushing the boundaries of accessibility and sports entertainment. It took home the Grand Prix in Entertainment Lions for Sport.

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