LIONS Sport
The business of competition.
This summer, the best seat in the game isn’t courtside.
Connecting leaders from across brands, agencies, media and rights holders, LIONS Sport returns for a three-day programme taking place 22–24 June 2027 in the Palais (main Festival venue) during Cannes Lions.
It’s where you’ll explore how innovation and creativity is a competitive advantage in the US$417bn+ sports landscape, and gain access to some of the biggest sports brands.
Across three days, expect curated networking sessions, meaningful connection and opportunities to exchange ideas with industry leaders, speakers and Lion winners. It’s where the brightest minds in sports, creativity and innovation come together to shape what’s next.
Places are limited. Get competitive and secure your spot now.
What to expect:
In the Palais
Meet the brands
LIONS Creators
Who’s LIONS Sport for?
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.
The 2026 highlights
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
LIONS Sport 2026 Speakers
2026 Numbers:
Sporting wins at Cannes Lions 2026
TBWA\CANADA, TORONTO / ADIDAS / 2026
Supernova Adaptive
The Supernova Adaptive is the first performance running shoe inspired by and designed with the Down syndrome community. Not only will it benefit many of the six million people with Down syndrome globally, but wear-testing is underway with members of the 1.3 billion people worldwide who live with a disability.
With 'Supernova Adaptive', adidas aimed to make sport, and overall inclusion in society, much more inclusive around the world.
1 Grand Prix, Innovation 2 Gold Lions, Design, Health & Wellness 1 Silver Lion, Entertainment Lions for Sport
HPLA, LOS ANGELES / APPLE / 2026
Apple Music x Bad Bunny Halftime Show - Shot on iPhone
The decision to have an all-Spanish Halftime show triggered significant debate, and was a conversation that grew in the months leading up to Super Bowl Sunday. Apple addressed this tension with a message of unity and joy – a simple showcase of what it meant for fans from all over the world, and from all kinds of backgrounds, to witness Bad Bunny play on the word’s biggest stage.
1 Gold Lion, Film
PUBLICIS CONSEIL, PARIS / AXA FRANCE
AXA – Nothing Stops Women's Rugby
AXA's 'Nothing Stops Women’s Rugby' film broke down barriers and stereotypes around women's sport, positioning female rugby players across all levels in France as a source of inspiration for millions of young girls who need visible role models to build confidence at an age of doubt.
3 Silver Lions, Film, Film Craft, Entertainment Lions for Sport
The Official LIONS Sport Report 2026
Discover all the highlights and headlines happening in sports marketing and gain your competitive advantage.
Sign up to hear more about LIONS Sport 2027
Cannes Lions 2027 is in the making.
Stay tuned to find out what’s coming for LIONS Sport, and buy your pass to secure your place.
