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, 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.”
Simon Cook, CEO, LIONS
Fragmented rights, direct athlete access reshape marketing
Rights fragmentation and athletes operating as independent publishers have changed how brands engage with sport. Among 18-24 year olds, 93% engage with sports on social media weekly. 60% of Women’s World Cup fans view brands more favourably when they participate in sports sponsorship.
The programme includes keynote conversations, case studies, business networking forums and experiential showcases. Nicole Graham, EVP and Chief Marketing Officer at Nike, backed the launch.
Nike has won more Grands Prix than any brand at Cannes Lions since 2001.
“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.”
Nicole Graham, EVP & Chief Marketing Officer, NIKE, Inc.
Application-only access, €2,500 standalone pass
Access is application-only, targeting senior marketers and industry leaders. Standalone passes cost €2,500 plus 20% sales tax. Existing Cannes Lions Classic passholders can upgrade for €250 plus tax.
LIONS Sport extends Cannes Lions’ existing sports coverage. The Entertainment Lions for Sport category launched in 2019 and has received 3,850 entries, awarding 142 pieces of work. Entries grew 15.2% year-on-year in 2025. AB InBev, Nike and Adidas lead brand winners. Wieden+Kennedy, FCB New York and Rethink top the agency rankings.
Stagwell returns as Headline Partner with its SPORT BEACH activation. LIONS Sport passes include access to SPORT BEACH and VIP sessions throughout the week.
Pass details and availability at www.canneslions.com.
