CANNES LIONS International Festival of Creativity has introduced LIONS Sport, a new global forum designed to unpack the cultural and commercial influence of creativity within the rapidly expanding US$417 billion sports industry.
Set for 24–25 June 2026 during the main Festival, the two-day platform will bring together leaders from brands, agencies, rights holders and media to explore how creative thinking is reshaping the business of sport.
LIONS CEO Simon Cook said, “The new playing field is about communities, culture and meaning. When sport converges with commerce, creativity becomes the ultimate competitive advantage.”
Hosted at the Carlton Hotel in a purpose-built venue, LIONS Sport will extend Cannes Lions’ 70-year legacy of creative benchmarking into the sports arena through keynote sessions, case studies, C-suite discussions and immersive brand showcases.
Nike welcomed the initiative, with EVP & chief marketing officer Nicole Graham noting that sport remains a cultural force in an unpredictable world. “Sport doesn’t just reflect culture-it drives it,” she said, adding that Cannes Lions’ expansion recognises sport’s growing impact on storytelling and creative expression.
LIONS Sport builds on the Festival’s existing sports footprint, including access to the Entertainment Lions for Sport Awards at the Palais des Festivals. The launch is supported by Headline Partner Stagwell, which is bringing back its popular SPORT BEACH activation, a dedicated space for collaboration between athletes, marketers and brands. LIONS Sport passholders will also receive exclusive SPORT BEACH access and a line-up of curated VIP sessions throughout Festival week.
