Stagwell’s Sport Beach Named Official Cannes Lions Sport Partner with 30+ Brands
Stagwell’s Sport Beach will serve as the Official LIONS Sport Partner at Cannes Lions 2026, activating Plage du Festival from June 21-25 with 30+ brand partners including Adobe, Diageo, Gatorade and NBCUniversal. The platform’s first-round athlete roster features Shaquille O’Neal, Lando Norris, Naomi Osaka and Cooper Flagg.
1. Partnership Overview
Sport Beach has been designated the Official LIONS Sport Partner for Cannes Lions 2026, running June 21-25 on Plage du Festival. Annual partners include Adobe as Official Experience Partner, Diageo as Official Spirits Partner, Gatorade as Official Hydration Partner and NBCUniversal as Official Broadcast Partner, alongside Boardroom, Vevo and Sweatwork.
2. Athlete Roster and Brand Activation
The initial lineup features newcomers Sky Brown, Cooper Flagg, Hilary Knight, Lando Norris, Shaquille O’Neal, Naomi Osaka, Chris Paul, Carlos Sainz, Lindsey Vonn and Miles Chamley Watson, plus returning legends Carmelo Anthony, Sue Bird, Megan Rapinoe and Alex Rodriguez. More than 30 additional brand partners will deliver daily activations and marketing showcases.
3. Agency Involvement and Programming
Stagwell agencies including 72andSunny, Allison Worldwide, Anomaly, Assembly, BERA.ai, Code and Theory, DonerColle, GALE, Hunter and The Marketing Cloud will host panels and workshops. Key themes include Storytelling as the New Sports Currency, Athletes as Cultural Architects, Shifting Sports Economics, Fandom Infrastructure and Global Sports Branding.
4. Strategic Impact
This platform is designed to deepen client relationships, expand Stagwell’s marketing ecosystem and generate new business opportunities through high-profile athlete and brand collaborations. The visibility at Cannes Lions is expected to enhance Stagwell’s positioning in sports-driven marketing services.