Last week, our CMO Mark Russell, attended Cannes Lions 2026, with a particular focus on the inaugural LIONS Sport programme. The objective was to gain insights from the conversations taking place between brands, rightsholders, agencies and media organisations, and what they might mean for the future of sport sponsorship.

The introduction of LIONS Sport reflects the growing role that sport now plays within the wider marketing industry. Increasingly, sport is being viewed not simply as a media channel, but as a platform for culture, entertainment and community

2. Women's sport is becoming a commercial priority

Rather than leaving this as an extension of culture, give it its own space.

Women's sport featured throughout the week, but the discussion felt noticeably different from previous years. The emphasis was less on participation and purpose, and much more on commercial growth, audience development and long-term investment.

That shift doesn't mean participation has become any less important. An insightful panel, The Admission and the Ask, acknowledged that while recent women in sport campaigns have made progress, significantly increasing participation will require system-wide change. One of the strongest points raised was that the perceived benefits of sport are often less visible to girls than to boys, with many still questioning whether sport is an environment where they are truly welcome and encouraged to thrive.

Several statistics highlighted the opportunity:

• 94% of Fortune 500 companies have yet to sponsor women's sport.
• Almost half of girls stop participating in sport by the age of 14.
• 80% of female CEOs played sport during their formative years.

3. AI is becoming business as usual

Like every major marketing event over the last three years, AI featured prominently. However, the focus has shifted from what AI might takeover to how organisations are using it to work smarter and more efficiently.

Rather than debating whether AI will replace creativity, speakers focused on practical applications that improve productivity, support better decision-making and free up time for more strategic work.

The consensus was simple. Technology will continue to evolve, but creativity and human judgement remain the qualities that set great marketing apart.

4. Fans expect more from partnerships

Another topic that surfaced repeatedly was the changing relationship between fans, athletes and brands. Creator-led content and digital platforms continue to reshape how supporters engage with sport, placing greater emphasis on authenticity and relevance.

As one speaker put it, the shift is from "look at me" to "I see you." The strongest partnerships increasingly create value for fans through storytelling, shared experiences and genuine engagement, rather than simply seeking visibility.

Tim Ellis, CMO of the NFL, shared some great insights into the changing fan landscape. While where and how fans consume content is becoming increasingly fragmented, the demand for deeper, more meaningful content is growing.

For rightsholders and partner brands, the opportunity is to tap into fans' sense of belonging — bringing people together through shared passions and cultural relevance.

Overall, Cannes Lions 2026 was a valuable opportunity to connect with brands, agencies and rightsholders from across the global sport industry. More importantly, it reinforced that sport is no longer simply part of the marketing conversation. Increasingly, it is helping shape it.