LIONS Sport
The business of competition. In partnership with SPORT BEACH.
This summer, the best seat in the game isn't courtside.
The world of sport is being disrupted. Athletes, teams and leagues are behaving as brands – and media is changing the way it broadcasts and covers sport. In turn, brands that promote sports and their stars must change, too. They’ll need to employ tactics as smart as those used on the pitch in the boardroom.
Taking place on 24–25 June 2026 during Cannes Lions, this two-day programme will, for the first time, unite leaders from across brands, agencies, rights holders, and media to explore how innovation and creativity in marketing are redefining the US$417bn sports landscape.
It’s time to get competitive. Places are limited, secure your seat now.
What is LIONS Sport?
A celebration of the business of competition.
Over two days in the Carlton Hotel at Cannes Lions, join us in the commentary box – and hear expert voices unpack what it now takes to lead the way in global sports creative marketing. The data, the analysis, and the process of marginal gains it takes to go from good to the greatest of all time.
A LIONS Sport pass includes:
- Exclusive programming on themes like "Creativity as the Competitive Advantage" and "Global Sports at Scale."
- Access to SPORT BEACH for networking with marketers, athletes, and brands.
- Private events, curated networking, and citywide activations.
- Entertainment Lions for Sport Awards Show with bespoke commentary.
Who’s LIONS Sport for?
LIONS Sport is exclusively for those in the business of sport. People working in sports brands, broadcasting platforms, sports marketing agencies, athlete management and entrepreneurship, sports rights holders, teams, tech and wearables, and government bodies actively engaged in sports.
Note that you’ll be asked to prove a significant connection to the industry at a senior level. This programme has limited availability.
How to apply?
Access to LIONS Sport is application-only, ensuring a high-impact environment designed for decision-makers and future innovators at the forefront of sport, creativity and commerce.
The application process is straightforward and brief, with a member of the LIONS Sport team reaching out shortly after submission.
Who's speaking at LIONS Sport?
The sports industry will be worth over $600 billion by 2030.
Across the world – in both the games played on pitches and in the boardroom – creativity is driving tangible results. Through strategies no one sees, tactics not yet tried, and plays others wouldn't dream of.
In sports, just like in business – creativity is the competitive advantage.
Get competitive. Be there.
