A new global forum celebrating the cultural and business impact of creative innovation in sports marketing
2 December 2025 – The Cannes Lions International Festival of Creativity today announced LIONS Sport, a new global forum dedicated to the cultural and commercial power of creativity in sport. Taking place 24–25 June 2026 during Cannes Lions, the two-day programme will unite leaders from across brands, agencies, rights holders and media to explore how innovation and creativity in marketing is redefining the US$417bn sports landscape.
Simon Cook, CEO, LIONS, said: “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.” Building on more than 70 years of creative benchmarking and industry convening, LIONS Sport will provide the global platform for the world’s most influential sports leaders and marketers to debate, define and recognise creative excellence in sport. The forum will take place in a custom-built venue at the iconic Carlton Hotel, featuring keynote conversations, exclusive case studies, business leader networking forums and experiential showcases from brands and athletes driving the next wave of innovation and growth in sport.
Commenting on the launch of LIONS Sport, Nicole Graham, EVP & Chief Marketing Officer, NIKE, Inc. said: “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 won the most Grands Prix of any brand at Cannes Lions, and has taken home a number of Lions from across a breadth of categories and creative disciplines. LIONS Sport extends Cannes Lions’ established sports ecosystem – with delegates having the opportunity to attend the Entertainment Lions for Sport Awards in the Palais des Festivals. The launch will be delivered in partnership with Headline Partner Stagwell, which returns with its acclaimed SPORT BEACH activation – a dedicated space for networking and collaboration between marketers, athletes and brands. All LIONS Sport passes will include exclusive access to SPORT BEACH and curated VIP sessions across the Festival week. Access to LIONS Sport will be application-only, ensuring a high-impact environment designed for decision-makers and future innovators at the forefront of sport, creativity and commerce. Passes can be bought standalone or as an add-on to Cannes Lions Classic passes. Further information on LIONS Sport is available here, and details on pass options and availability can be found at www.canneslions.com.
About LIONS
LIONS is the global platform that champions creativity and marketing effectiveness for growth. We help businesses grow through creative marketing that matters. We know that creativity can and should be applied across the full marketing mix. Creativity is an impactful business driver – and when it’s integrated with a culture of effectiveness, it’s a competitive advantage.
Backed by over 150 years of experience and evidence, Cannes Lions, WARC, Effie, Contagious and Acuity – provides the global marketing industry with the definitive benchmarks, intelligence, training and tailored advice needed to grow. LIONS is part of Informa PLC. www.lions.co
About Informa PLC
Informa PLC is a leading international B2B events, digital services and academic research group. We champion specialists. Through hundreds of market-leading brands, we connect people with knowledge so they can learn more, know more and do more. We operate in over 30 countries and serve businesses and professionals working in over a dozen specialist markets. Informa is listed on the London Stock Exchange and is a member of the FTSE 100. www.informa.com
About SPORT BEACH
Considered the authoritative voice on sports marketing, SPORT BEACH connects athletes, brands and creatives for curated experiences and conversations that drive growth at the intersection of sport, brand and culture. Launched in 2022 at the Cannes Lions International Festival of Creativity by Stagwell, SPORT BEACH is now a year-round ecosystem spanning live events, brand activations, thought leadership programming, and a meetings and facilitation practice. Its annual summits, clubhouses, and convenings at the world’s most influential cultural and sporting moments serve as incubators for new partnerships, breakthrough creative, and industry-defining conversations.
Learn more at SportBeach.com.