Spotlight: Sport
This is your moment. Make history.
Get inspired by six of last year’s winners, alongside insights from the 2026 Entertainment Lions for Sport Jury.
Sports has this unusually vocal, unusually passionate audience, and brands have convinced themselves that the audience will punish them for any wrong step. So, they retreat to the safe, ie. the inspirational montage, the generic empowerment message, etc. Safe work doesn't lose, but it also doesn't win anything real.
Shannon Washington
2026 Cannes Lions Entertainment for Sport Jury President
Explore some Lion-winning Sport work
Lucky Fan Index
VML, WARSAW / WISŁA KRAKÓW FOOTBALL CLUB / 2026
CeraVe - The New Face of Legs
L'OREAL, NEW YORK / CERAVE / 2026
AXA – Nothing Stops Women's Rugby
PUBLICIS CONSEIL, PARIS / AXA FRANCE / 2026
Kyle F*cking Connor
COURAGE, TORONTO / KFC / 2026
The Unofficial Official Sound of F1
LEO INDIA, MUMBAI / STING / 2026
Fragmental Medal
TOMBRAS, BUENOS AIRES / GATORADE / 2026
Fans can sniff out the difference between a sponsorship and a partnership – they expect more, they expect that deep connection.
Stacey Reherman
Vice President, Sports Marketing
Procter & Gamble
Watch last year’s Inside the Jury Room
What does Jury room discussion look like? What separates a Bronze from a Silver? What made the Grand Prix stand out? At Cannes Lions 2026, two Jurors joined the Social & Creator Jury President to provide exclusive insight into what they were looking for.
Start your sports journey here
Learn about the Lion
Find out everything you need to know about entering the Entertainment Lions for Sport.
Learn more about LIONS Sport
LIONS Sport is a new two-day programme for anyone involved in the business of sport marketing.
Got questions?
If you get stuck at any point or need more information our awards experts are available for any help you might need.
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