The Cannes Lions International Festival of Creativity has announced the launch of LIONS Sport, a new global platform dedicated to exploring the power of creativity across the rapidly growing global sports industry valued at US$417 billion. The two-day forum will run from 24–25 June 2026, alongside the main Festival, and will bring together leaders from brands, agencies, rights holders, athletes, and media to examine how creative innovation is reshaping sport as culture and business converge.
Simon Cook, CEO of LIONS, said the launch reflects a shift in how audiences engage with sport. As fandom becomes borderless and athletes increasingly serve as creators and storytellers, Cook noted that the competitive edge is no longer just reach – but relevance. “The new playing field is about communities, culture and meaning. When sport converges with commerce, creativity becomes the ultimate competitive advantage,” he said.
Hosted at the Carlton Hotel in a custom-designed space, LIONS Sport will feature keynote talks, case studies, CXO roundtables, and immersive brand showcases. The initiative builds on the Festival’s existing sports footprint, including the Entertainment Lions for Sport category.
Nike welcomed the announcement, with Nicole Graham, EVP and CMO at NIKE, Inc., calling sport a cultural force that “doesn’t just reflect culture – it drives it.” The company’s long-standing dominance at Cannes Lions underscores this sentiment.
The launch is supported by headline partner Stagwell, which returns with SPORT BEACH – a space designed to connect athletes, marketers and brands. LIONS Sport passholders will receive exclusive access and curated VIP programming throughout the week.
