Cannes Lions Launches LIONS Sport Forum to Spotlight Creative Innovation in Sports Marketing

Two-day event in June 2026 brings together brands, agencies and rights holders to examine creativity’s role in the $417bn sports industry

Cannes Lions has launched LIONS Sport, a two-day forum running 24-25 June 2026 focused on creativity in the $417 billion global sports industry. The event runs alongside the main festival at a custom venue in the Carlton Hotel.

Brand investment in sports marketing hit $250 billion in 2024—up 150% from a decade ago, according to WARC. The market is projected to reach $602 billion by 2030. Simon Cook, CEO of LIONS, framed the launch around how brands can turn scale into commercial value.

“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, …