LIONS Sport

The business of competition. In partnership with SPORT BEACH.

Apply nowSee the LIONS Sport Programme

This summer, the best seat in the game isn’t courtside.

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.

Join us for two action-packed days at the Carlton Hotel – where the brightest minds in sports, creativity and innovation come together to shape the future of sports marketing.

It’s time to get competitive. Places are limited, secure your seat now.

Apply now

In partnership with Sport Beach - in partnership with


Why attend?

Don’t miss your chance to be part of the first LIONS Sport event. Your pass gives you exclusive access to:

World-class speakers

Hear from industry leaders like Amelie Raison (FIFA), Shannon Washington (11 Ounces Global), Brandon Snow (RedBird Capital Partners) and Susie Wolff (Formula 1 Academy). 

Actionable insights

Learn how creativity, technology and bold ideas are driving success in sports marketing. 

Unmatched networking

Connect with like-minded professionals, exchange perspectives and spark collaborations that shape the future of sports and entertainment.

A LIONS Sport Pass includes:

  • exclusive programming on themes like creativity as the competitive advantage, translating cultural insights, and global sports at scale
  • access to SPORT BEACH for networking with marketers, athletes and brands
  • private events, curated networking and citywide activations
  • the Entertainment Lions for Sport Awards Show with bespoke commentary.
Apply now

Who’s speaking at LIONS Sport?

See LIONS Sport Speakers

Danny Tang

Danny Tang, Co-founder and CEO, Hero Esports

Danny Tang

Co-Founder and CEO

Hero Esports

Louisa Wee

Louisa Wee, CMO, Strava

Louisa Wee

CMO

Strava

Usama Al-Qassab

Usama Al-Qassab, Marketing and Commercial Director, The All England Lawn Tennis Club

Usama Al-Qassab

Marketing and Commercial Director

The All England Lawn Tennis Club

Mohammed Sehly

Mohammed Sehly, CEO, Big Time Creative Shop

Mohammed Sehly

CEO

Big Time Creative Shop

Niccolò Maisto

Niccolo Maisto, CEO, ESL FACEIT Group

Niccolò Maisto

CEO

ESL FACEIT Group

Brandon Snow

Brandon Snow Chief Commercial Officer RedBird Capital Partners

Brandon Snow

Chief Commercial Officer

RedBird Capital Partners

Britt Wickes

Britt Wickes

Britt Wickes

Head of Event Brand Marketing

Tennis Australia

Diego Pomareda

Diego Pomareda

Diego Pomareda

Senior Director Core Brands

AB InBev

Jayathma Wickramanayake

Jayathma Wickramanayake

Jayathma Wickramanayake

Policy Advisor, Sport Partnerships

UN Women

Kameryn Stanhouse

Kameryn Stanhouse

Kameryn Stanhouse

VP, Sports & Entertainment Partnerships

IBM

Kate Theobald

Kate Theobald

Kate Theobald

Commercial Director

Liverpool Football Club

Lisa O’Keefe

Lisa O’Keefe

Lisa O’Keefe

Secretary General

International Working Group on Women and Sport IWG

Roddy Campbell

Roddy Campbell

Roddy Campbell

Director of Partnerships & International Business

Tennis Australia

Stacey Reherman

Stacey Reherman

Stacey Reherman

Senior Director, Sports Marketing

Procter & Gamble

Susie Wolff

Susie Wolff

Susie Wolff

Managing Director

F1 Academy

Tanuj Kapilashrami

Tanuj Kapilashrami Chief Strategy & Talent Officer Standard Chartered

Tanuj Kapilashrami

Chief Strategy & Talent Officer

Standard Chartered

Tongyu Liu

Tongyu Liu, Psychologist, University of Edinburgh

Tongyu Liu

Psychologist

University of Edinburgh

Valentino Brodkorb

Brand Partnerships Director Provoke

Valentino Brodkorb

Brand Partnerships Director

Provoke

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.

What’s on the programme?

See full LIONS Sport Programme

RedBird Capital Partners

The State of the Sports Marketing Ecosystem 2027

A high-level, honest overview of the sports marketing ecosystem as it stands from Brandon Snow, Chief Commercial Officer at RedBird Capital Partners.
Read more

Australian Open

The AO Playbook: Stop Selling Sport. Start Building Culture

Learn how the Australian Open is reimagining tennis. Hosted by Britt Wickes, Head of Event Brand Marketing, and Roddy Campbell, Director of Partnerships & International Business.
Read more

Networking

LIONS Sport Huddle: Get Involved in Group Discussions

Join us for an engaging group discussion session. This intimate gathering gives you a unique opportunity to explore the key themes shaping the future of sports and creativity.
Read more

New Balance and Provoke

Culture Moves across Borders: Why brands need translators

Learn what changes inside organisations when cultural understanding becomes strategic input with Provoke’s Valentino Brodkorb and New Balance’s Anastasiya Ryaboshapka.
Read more

Networking

LIONS Sport Gala evening

Celebrate the industry’s creative champions at the LIONS Sport Gala. Watch the Entertainment Lions for Sport Awards Show and gain exclusive insights into the work that’s redefining the future of sports marketing. 

Find out more

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.

Apply now