Cannes Lions launches LIONS Sport to spotlight creativity in sport

Cannes Lions International Festival of Creativity has unveiled LIONS Sport, a global forum dedicated to the cultural and commercial impact of creativity in sport. The two-day event will run from 24 to 25 June 2026 alongside the main Festival, bringing together leaders from brands, agencies, rights holders and media to examine how creative innovation is reshaping the US$417 billion sports industry.

The forum aims to explore how marketing in sport is shifting from broad reach to deeper relevance, with creativity emerging as a defining competitive advantage. The move builds on Cannes Lions’ long-standing role as a global convening platform for creative excellence.

Forum to examine how sport, culture and commerce converge

Simon Cook, CEO of LIONS: “Sport is the world’s most universal language. It creates shared, borderless moments that no other medium can match. While we understand its scale, the real opportunity now lies in how creativity can transform that scale into meaning, value and growth. It’s clear that the new playing field has shifted from reach to relevance, from audiences to communities and from media buys to cultural moments. In a landscape where rights are fragmented, fanbases are global and athletes have become their own publishers, LIONS Sport will bring together the people shaping that new reality – because when sport converges with culture and commerce, creativity becomes the ultimate competitive advantage.”

LIONS Sport will take place in a custom-built venue at the Carlton Hotel and will feature keynote sessions, case studies, leadership forums and experiential showcases. Brands and athletes driving the next wave of innovation will lead discussions on how sport influences culture and business.

Global sports leaders to shape creative dialogue

Nicole Graham, EVP and Chief Marketing Officer, NIKE, Inc.: “In a world that’s constantly shifting, sport remains a powerful force for connection, inspiration, and cultural influence. At NIKE, we see every day how sport doesn’t just reflect culture—it drives it, shaping the way we tell stories and inspire people around the world. We’re thrilled to see Cannes Lions expand into LIONS Sport, recognizing how profoundly sport is influencing the future of marketing and creative expression.”

Since 2001, Nike has earned more Grands Prix at Cannes Lions than any other brand and continues to win across categories and creative disciplines.

Access-by-application for senior decision-makers

LIONS Sport expands the Festival’s existing sports ecosystem, with attendees able to join the Entertainment Lions for Sport Awards at the Palais des Festivals. The launch is supported by Headline Partner Stagwell, which brings back its SPORT BEACH activation – a dedicated space for collaboration between marketers, athletes and brands. LIONS Sport passes will include exclusive access to SPORT BEACH and curated VIP sessions throughout the week.

Attendance will be application-only to ensure a focused environment for senior leaders shaping the future of creativity in sport. Passes will be available as standalone options or as an add-on to Cannes Lions Classic passes.

www.canneslions.com

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