The Cannes Lions International Festival of Creativity has announced LIONS Sport, a new global forum dedicated to the cultural and commercial power of creativity in sport.
The two-day program will take place on 24 to 25 June 2026 during the Festival. It will bring together leaders from brands, agencies, rights holders, and media to examine how creative innovation is reshaping the $417 billion sports industry.
Simon Cook, CEO of LIONS, said that sport remains the most universal form of communication. “Sport creates shared moments that cross borders in a way no other medium can match. While we all recognise its scale, the opportunity now lies in how creativity can turn that scale into meaning, value, and growth. The new playing field has shifted from reach to relevance, from audiences to communities, and from media buys to cultural moments.
“In a world where rights are fragmented, fanbases are global, and athletes have become their own publishers, LIONS Sport will bring together the people defining that new reality. When sport meets culture and commerce, creativity becomes the ultimate competitive advantage.”
Building on more than seventy years of creative benchmarking and industry convening, LIONS Sport will serve as a global platform for the most influential voices in sports marketing. The forum will take place in a custom venue at the Carlton Hotel. It will feature keynote conversations, case studies, networking forums and experiential showcases from brands and athletes driving the next era of innovation and growth.
Nicole Graham, Executive Vice President and Chief Marketing Officer of Nike Inc., welcomed the launch. “In a constantly shifting world, sport remains a powerful force for connection, inspiration and cultural influence. At Nike, we see every day how sport does more than reflect culture. It shapes the way stories are told and inspires people around the world. We are thrilled to see Cannes Lions expand into LIONS Sport and recognise the influence sport now holds in the future of marketing and creative expression.” Since 2001, Nike has won more Cannes Lions Grands Prix than any other brand.
Lions Sport builds on the Festival’s existing sports footprint. Delegates will have access to the Entertainment Lions for Sport Awards in the Palais des Festivals and to SPORT BEACH, Stagwell’s acclaimed activation that returns as the forum’s Headline Partner.
SPORT BEACH provides a dedicated environment for marketers, athletes, and brands to connect and collaborate. All LIONS Sport passes include entry to SPORT BEACH and VIP programming throughout the week.
Access to LIONS Sport will be application-only to ensure a high-impact environment for senior decision-makers and emerging innovators working at the intersection of sport, creativity, and commerce. Passes will be available as standalone options or as add-ons to Cannes Lions Classic passes. More information on LIONS Sport and pass availability is available at www.canneslions.com.
REELated:
Cannes Lions wraps 2025 with final awards
