The Long Game: Where Sport Goes Next

Two days. Dozens of conversations. One industry at a turning point.

In this closing keynote, journalist and sports media expert Daniel-Yaw Miller draws the threads together, recapping the big ideas that defined LIONS Sport 2026 and pointing the lens forward. With a reporter’s instinct for the story beneath the story, Daniel charts where the sports marketing industry is heading next: the tensions worth watching, the opportunities worth chasing and the questions every brand, rights holder and creative needs to be asking. A definitive close to two days of conversation and a clear-eyed look at what comes next.

• What were the ideas that really mattered across two days at LIONS Sport, and what do they tell us about where the industry stands right now?
• Where are the fault lines forming in sports marketing, and which brands and rightsholders are best placed to navigate what's coming?
• If you leave Cannes with one thing to act on, one shift to make, one conversation to start, what should it be?