The Cannes Lions International Festival of Creativity today announced the launch of LIONS Sport, a new global forum dedicated to the cultural and commercial power of creativity in sports. The two-day program will take place 24–25 June 2026 during Cannes Lions and will bring together leaders from brands, agencies, rights holders, and media to explore how innovation and creativity are reshaping the US$417 billion sports industry.
Simon Cook, CEO of LIONS, said:
“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.”
Cook emphasized that the new playing field has shifted from reach to relevance, from audiences to communities, and from media buys to cultural moments. LIONS Sport will unite the people shaping this new reality: “When sport converges with culture and commerce, creativity becomes the ultimate competitive advantage.”
Building on more than 70 years of creative expertise and industry convening, LIONS Sport will provide a global platform for the world’s top sports leaders and marketers to debate, define, and recognize creative excellence. The forum will be hosted in a custom-built venue at the iconic Carlton Hotel, featuring keynote conversations, exclusive case studies, networking forums, and experiential showcases from brands and athletes driving the next wave of sports innovation and growth.
Nicole Graham, EVP & Chief Marketing Officer of NIKE, Inc., commented:
“In a constantly shifting world, 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 how we tell stories and inspire people around the world.”
Since 2001, NIKE has won the most Grands Prix of any brand at Cannes Lions, as well as numerous Lions across a wide range of categories and creative disciplines.
LIONS Sport will extend Cannes Lions’ established sports ecosystem, with delegates able to attend the Entertainment Lions for Sport Awards at the Palais des Festivals. The launch will be delivered in partnership with Stagwell, which will return with its acclaimed SPORT BEACH activation—an exclusive space for networking and collaboration between marketers, athletes, and brands. All LIONS Sport passes will include VIP sessions and access to SPORT BEACH throughout Festival week.
Access to LIONS Sport will be application-only, ensuring a high-impact environment for decision-makers and innovators at the forefront of sport, creativity, and commerce. Passes will be available as a standalone option or as an add-on to Cannes Lions Classic passes. More information is available at www.canneslions.com
