LIONS Sport
The business of competition. In partnership with SPORT BEACH.
This summer, the best seat in the game isn’t courtside.
Connecting leaders from across brands, agencies, media and rights holders for the very first time, LIONS Sport is a two-day programme taking place 24–25 June 2026 during Cannes Lions.
It’s where you’ll explore how innovation and creativity are redefining the US$417bn+ sports landscape. But your Sport Pass gives you access to so much more.
It’s your key to unlocking a full week of exclusive sport-based experiences. From two intensive days of programming at the Carlton Hotel to SPORT BEACH sessions throughout the week – this is where the brightest minds in sports, creativity and innovation come together to shape the future of sports marketing.
Places are limited. Get competitive and secure your spot now.
In partnership with
Why attend LIONS Sport?
Exclusive access
Strategic intelligence
Competitive advantage
Transformative connections
Proven ROI
Your Sport Pass includes:
Access to LIONS Sport
Access to the Palais
Access to SPORT BEACH
Wednesday 24 & Thursday 25 June
Two action-packed days of exclusive sports programming at the Carlton Hotel
Exploring themes like:
- Creativity as the competitive advantage
- Translating cultural insights across borders
- Global sports marketing at scale
- The state of the sports marketing ecosystem in 2027
This is a home for industry insiders. A Festival base for insights on what makes the sporting world spin, and value exchange through intentional networking. Plus, a viewing of the Entertainment Lions for Sport Awards Show with bespoke commentary – to witness the latest history-making sporting work.
Who’s speaking at LIONS Sport?
Who’s LIONS Sport for?
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.
Already attending Cannes Lions with a Classic, Classic Start-Up or Classic Challenger pass?
Access LIONS Sport with a bolt-on pass — €250
Speak to our delegates team and unlock your LIONS Sport access today: Delegatesales@canneslions.com
Holding a Gold, Gold Plus or Platinum pass?
Your pass includes complimentary access to all Sport programming – no bolt-on required.
What’s on the programme?
RedBird Capital Partners
The State of the Sports Marketing Ecosystem 2027
Australian Open
The AO Playbook: Stop Selling Sport. Start Building Culture
Networking
LIONS Sport Huddle: Get Involved in Group Discussions
New Balance and Provoke
Culture Moves across Borders: Why brands need translators
Networking
LIONS Sport | Extra Time
Keep the action going after the final whistle.
To round off day one, we’re holding a special after-hours screening of the Entertainment Lions for Sport Awards Show. Bringing the Lion Awards content outside of the Palais for the very first time, we’ll be inviting our creative champions up on stage – discussing how they made the work that won, and what it means for the future of sports marketing globally.
Drinks and snacks will be provided. And once the content comes to an end, you’ll have your moment to meet, mingle, connect and reflect on the opening day of LIONS Sport.
Wednesday 24 June | 17:45–19:00pm | Carlton Hotel, Cannes
Be in the room with sports ecosystem businesses including:
AB InBev | All England Lawn Tennis Club | BigTime Creative Shop | ESL FACEIT Group | ECB | F1 Academy | Fenway Sports Group | FIFA | Hero Esports | IBM | Los Angeles Chargers | Liverpool Football Club | LIV Golf | M+C Saatchi | New York Liberty | NFL | P&G | Standard Chartered | Strava | Tennis Australia | UN Women | Virtue Worldwide | Versus
Sign up to hear more about LIONS Sport
Get competitive. Be there.
