The Cannes Lions International Festival of Creativity has announced the launch of LIONS Sport, a new global forum highlighting the cultural and commercial impact of creativity in sports. Scheduled for 24–25 June 2026, the forum will take place during Cannes Lions and bring together executives from brands, agencies, rights holders, and media to examine how innovation and creative marketing are transforming the US$417 billion sports industry.
Simon Cook, CEO of LIONS, stated:
“Sport is the world’s most universal language, creating shared moments that transcend borders. The true opportunity today lies in how creativity can turn scale into meaningful value and sustainable growth.”
Cook emphasized that the focus is shifting from reach to relevance, from audiences to communities, and from media buying to cultural engagement. LIONS Sport aims to convene the leaders shaping this evolving landscape, where sport, culture, and commerce intersect, making creativity a key competitive advantage.
Building on more than 70 years of industry leadership, LIONS Sport will provide a platform for global sports executives and marketers to debate, define, and recognize creative excellence. The forum will be hosted at the Carlton Hotel in Cannes, featuring keynote sessions, case studies, networking forums, and experiential showcases led by brands and athletes driving innovation in the sector.
Nicole Graham, EVP & Chief Marketing Officer at NIKE, Inc., commented:
“Sport remains a powerful force for connection and cultural influence. It not only reflects culture but actively shapes it. We welcome Cannes Lions’ expansion into LIONS Sport, recognizing the critical role of sport in marketing and creative expression.”
LIONS Sport complements Cannes Lions’ existing sports ecosystem, offering participants access to the Entertainment Lions for Sport Awards at the Palais des Festivals. The forum will be delivered in partnership with Stagwell, which will host its signature SPORT BEACH activation, providing a dedicated space for collaboration and networking among marketers, athletes, and brands.
Access to LIONS Sport will be application-only, ensuring a focused environment for senior decision-makers and innovators in sports, creativity, and commerce. Passes will be available as standalone or add-ons to Cannes Lions Classic passes. More details are available at www.canneslions.com
