The Cannes Lions International Festival of Creativity has unveiled LIONS Sport, an exciting new global forum set to spotlight the cultural and commercial influence of creativity in sport. This landmark initiative will take place 24–25 June 2026 alongside the iconic Cannes Lions Festival, bringing together top minds in brands, media, sports rights holders, and creative agencies to explore how innovation is reshaping the US$417 billion sports industry.
LIONS Sport is more than just a conference — it’s a two-day creative summit designed to unlock the power of meaningful storytelling and innovative marketing within sports. Attendees will get access to keynote sessions, exclusive case studies, networking opportunities, and experiential showcases that reveal how creativity is not just enhancing fan engagement — but redefining entire business models.
According to Simon Cook, CEO of LIONS, sport has become a universal cultural connector, and the real value now lies in turning broad reach into relevance, community, and growth. By bringing together leaders who are shaping this transformation — from brand strategists to athlete influencers — LIONS Sport promises fresh perspectives at the crossroads of culture and commerce.
LIONS Sport will be hosted in a custom venue at Cannes’ Carlton Hotel, and includes access to the beloved SPORT BEACH activation, where collaboration between marketers, athletes, and brands comes to life in immersive experiences. This initiative underscores Cannes Lions’ commitment to expanding the role of creativity outside traditional award categories into the fast-evolving world of sports marketing.
