<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Lace up for Run Club and meet us on the Court before we head onto the Croisette for an iconic 5K (3.1-mile) out-and-back route along the water. Flat, scenic, and beginner-friendly, this Riviera route is one of the best ways to start your week in Cannes.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">More than just a run, it’s a chance to log miles, start the week strong, and make real connections through movement and community.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">After class, stay for a special guest rapid-fire cool-down chat, light breakfast, and exclusive giveaways alongside fellow Sweatwork attendees.</span></p></div></div>

Run Club

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Women’s sports are the most underpriced premium placement in marketing. The women’s sports fanbase is premium because they want to support brands who show up alongside their favorite women’s sports content. According to a new study by TTD Intelligence &amp; GoodQues, they are nearly 40% more likely than the average sports fan to buy from a brand that supports their favorite team or league. In this roundtable, leaders across sport, media, and marketing will debate what it takes to leverage women’s sports like the premium environment it is. When does visibility translate into business impact? How do you build presence beyond one tentpole moment? And if 84% of women’s sports fans say brand presence makes the sport feel “even bigger,” what’s the opportunity cost of waiting while premium placements are still attainable?</p></div></div>

The Premium Placement You’re Not Using

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">The Game Today is 90% Offense</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Join Allison Worldwide and PRWeek at SPORT BEACH for an invite-only roundtable conversation that will explore what communications, marketing and business leaders can learn from the world of sports: a shift from instincts to analytics, 90 percent of winning today in modern communications is offense. In today’s environment, advantage comes from seeing around corners to read cultural signals early, anticipate risk and move on new opportunities with precision.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">We are in the era of earned-first. Together, we’ll discuss what modern communications requires: emotionally intelligent storytelling, scalable asset creation and experiential, brand-led influencer marketing and predictive analytics working in lockstep. We’ll also examine how the function invests. Reputation still matters—yet many organizations are overspending on lagging metrics that aren’t future-focused. We will demonstrate how this works with a predictive analytics dashboard being used this summer for a major global sporting event.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">To win today, brand leaders must play offense to be ahead of what’s next and position communications as the true driver of growth that it is.</span></p></div></div>

Flipping the Playbook for Modern Communications

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Winning still matters—but it’s no longer the whole story. The most impactful sports brands today aren’t just focused on results; they’re building worlds fans can&nbsp; &nbsp;step into, participate in, and feel a sense of belonging to. From digital communities to immersive experiences and cultural connectivity, fandom is becoming something you live—not just watch. From the role of online spaces in&nbsp; &nbsp;deepening connection, to how teams and leagues are empowering fans to co-create culture, the conversation will highlight how sports ecosystems are&nbsp; &nbsp;being built collaboratively. The panel will dig into how digital and physical experiences come together to form these “fan universes,” why authenticity and participation matter more than ever, and how brands can move from simply&nbsp; &nbsp;showing up in sports to becoming part of the fabric of fandom.&nbsp;</p></div></div>

Building the World, Not Just the Win

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Missed day one or ready to come back for more? Day two brings another high-energy Sweatwork session across the Court and Sand—blending HIIT, game-inspired movement, and team-oriented energy to keep you moving, energized, and connected.</p><p class="carina-rte-public-DraftStyleDefault-block">This is a powerful alternative to traditional networking. Come ready to move, connect, and break a sweat before the festival week begins. After class, stay for a special guest rapid-fire cool-down chat, light breakfast, and exclusive giveaways alongside fellow Sweatwork attendees.</p></div></div>

Strength Club

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Technology has always helped athletes measure performance, but today’s wearables are shifting the focus from broad fitness tracking to intimate, high-impact signals like sleep, readiness, and recovery. What was once deeply personal data is now becoming increasingly visible, interpretable, and—carefully—shareable. This panel will explore how private metrics are evolving into tools for connection, accountability, and performance optimization. As platforms make data easier to understand and share, athletes&nbsp; &nbsp;ranging from the casual to the professional are using insights not just to track progress, but to spark conversation, compare experiences, and motivate behavior change. At the center of this shift is a growing tension: how do you turn&nbsp; &nbsp;sensitive, individual data into something social without losing its&nbsp; &nbsp;meaning—or its integrity? And why does that matter now?</p></div></div>

Wearables, Meet Shareables: The Intersection of Tech and Community

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Fandom is no longer confined by geography—it moves at the speed of culture. Music, in particular, has become a universal connector, enabling sports leagues and teams to reach new audiences, deepen emotional resonance, and authentically&nbsp; &nbsp;engage multicultural communities. This panel explores how sport is leveraging music as a bridge—transforming fans into global communities bound not by location, but by shared identity, sound, and story.</p></div></div>

Borderless Fandom: Expanding Sport Through Music

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Close out the week with a Cannes community run along the Croisette—a scenic out-and-back by the water, with distances up to a 5K (3.1 miles). Flat, easy to follow, and set on the French Riviera during Cannes Lions week, it’s the perfect final miles of the week.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">After class, stay for a special guest rapid-fire cool-down chat, light breakfast, and exclusive giveaways alongside fellow Sweatwork attendees.</span></p></div></div>

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Come down for SPORT BEACH’s iconic Open Play: part pickup game, part happy hour, with bragging rights on the line. This is where handshakes turn into high fives. Easily the most fun you’ll have in Cannes before dinner.</p></div></div>

SPORT BEACH Open Play

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Join Business Insider for the annual CMO Council Breakfast at SPORT BREACH. Invite only.</p></div></div>

Business Insider CMO Breakfast

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Inspired by “Meeting the Moment,” the 2026 documentary from L'Oréal Groupe and T Brand&nbsp; &nbsp;Studio, this SPORT BEACH session explores how today’s athletes are redefining&nbsp; &nbsp;performance by integrating mental resilience, physical preparation, and self-care as a competitive edge. Centered around insights from Olympic champion Noah Lyles, the conversation will unpack the evolving philosophy that confidence is cultivated—on and off the track—and that how athletes&nbsp; &nbsp;present themselves is deeply connected to how they perform. This panel goes beyond traditional performance narratives to examine how identity, style, wellness, and mindset are shaping the next era of sport. From pre-race&nbsp; &nbsp;rituals to brand building, speakers will discuss how the fusion of culture and competition is influencing not just outcomes, but the business of sport itself.</p></div></div>

Meeting the Moment: Confidence, Culture, and the New Performance Playbook

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Day two, we run it back. All levels are welcome as we head out together onto the Croisette for a scenic out-and-back run along the water, with distances up to a 5K (3.1 miles). Flat, easy to follow, and set on the French Riviera during Cannes Lions week, this is the run club moment to be part of.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">After class, stay for a special guest rapid-fire cool-down chat, light breakfast, and exclusive giveaways alongside fellow attendees.</span></p></div></div>

Strava Run Club

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Today's sports audience doesn't just consume, they interact, create, and compete. EA Sports sits at the intersection of sport, culture, and technology, giving brands a unique opportunity to move fans from the stands into the experience. In this roundtable conversation, CMOs and senior marketing leaders will dig into how the world's leading sports gaming platform is reshaping fan behavior, and what it means for how brands build lasting loyalty with the next generation of sports fans. </p></div></div>

From Passive to Participant: The New Rules of Fan Engagement

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Back for day two, Swim Club returns to the Mediterranean for another open-water reset. This guided session offers a refreshing alternative to traditional</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">networking, with a light and smooth out-and-back swim through the warm Mediterranean Sea, where temperatures typically sit in the low 20s Celsius (high 60s Fahrenheit). Designed for guests comfortable in open water and supported by lifeguard supervision, it is a Riviera reset worth diving into.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">After class, stay for a special guest rapid-fire cool-down chat, light breakfast, and exclusive giveaways alongside fellow Sweatwork attendees.</span></p></div></div>

Swim Club

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);">Join Sweatwork x SPORT BEACH for a morning run along the Croisette. We'll run about 3 miles, all paces welcome</span></p></div></div>

The Cool Down

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">The traditional path to athletic stardom required a league, a broadcast deal, and decades of cultural infrastructure behind you. Miles Chamley-Watson and Sky Brown didn't have that. What they had was a point of view, a platform, and an audience that grew because people genuinely wanted to follow them — not because a TV schedule told them to. This panel gets into how athletes with no&nbsp; &nbsp;institutional backing are building fan bases that brands consider more valuable than some of the most storied franchises in sport, and what that&nbsp; &nbsp;tells us about where attention is actually going.</p></div></div>

No League, No Problem: How Niche Athletes Are Winning the Attention Game

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Every sport that dominates culture today was once an afterthought on someone's&nbsp; &nbsp;programming schedule. The question isn't whether the next billion fan sport exists — it's whether you're paying attention to it yet. Some are already at global scale, waiting for the right market to unlock them. Some have the fan base and finally the infrastructure to match. Some are growing faster than&nbsp; &nbsp;anything in the history of sport. This panel brings together the leagues, the platforms, and the investors building at the frontier to ask which sports are about to cross over — and what brands need to do right now before the rest of the world catches up.</p></div></div>

The Next Billion Fan Sport

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Your final chance to join Sweatwork at SPORT BEACH. This high-energy workout blends HIIT, game-inspired movement, and team-oriented energy across the Court and Sand to get you moving and connected.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">After class, stay for a special guest rapid-fire cool-down chat, light breakfast, and exclusive giveaways alongside fellow Sweatwork attendees.</span></p></div></div>

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">As athletes and teams expand beyond their primary disciplines, sports like golf are emerging as powerful platforms for performance, networking, and brand building. In this conversation, Lando Norris and Louise McEwen explore the crossover between golf and Formula One—from shared mental and technical skills to the commercial opportunities unlocked through multi-sport engagement. The session will examine how these intersections deepen fan connections, create premium experiences, and position McLaren Racing and McLaren Golf at the center of a broader cultural and lifestyle conversation.</p></div></div>

From Fairway to Fast Lane: How Brands and Athletes Extend Across Sports

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Kick off your Cannes week with Strength Club. From high-energy HIIT on the Court to a game-inspired, team-oriented movement on the Sand, this workout is designed to get you moving, energized, and connected.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">This is a more energizing alternative to traditional networking. Come ready to move, connect, and break a sweat before the festival week begins.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">After class, stay for a special guest rapid-fire cool-down chat, light breakfast, and exclusive giveaways alongside fellow Sweatwork attendees.</span></p></div></div>

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Today’s athletes are not just ambassadors of fashion—they are authors of their own style narratives. In collaboration with leading stylists and culture brands, they’re building identities that reflect personal values, cultural roots, and evolving definitions of influence. This roundtable explores how these partnerships move beyond traditional endorsement models into more intentional, creative collaboration. Together, with a data and insight form InMobi on audience insight and engagement, the conversation will also consider how fashion builds brand identity—and why authenticity is increasingly the most valuable currency.</p></div></div>

Athletes as Co-Creators: Shaping Style, Identity, and Cultural Influence Together

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Inspired by the belief that the best experiences move people, Swim Club is your invitation to start your Cannes week in the Mediterranean.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">This guided open-water session offers a refreshing alternative to traditional networking, with a light and smooth out-and-back swim through the warm Mediterranean Sea, where temperatures typically sit in the low 20s Celsius (high 60s Fahrenheit). Designed for guests comfortable in open water and with lifeguard supervision, it’s a Riviera reset worth diving into.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">After class, stay for a special guest rapid-fire cool-down chat, light breakfast, and exclusive giveaways alongside fellow Sweatwork attendees.</span></p></div></div>

VIP Wrap Party

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Close out your Cannes week in the Mediterranean with Swim Club. Rooted in the belief that the best experiences move people, this open-water session offers one final alternative to traditional networking—bringing guests together through movement, presence, and one of the most iconic settings of the week.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">We'll head out for a light and smooth out-and-back swim through the warm Mediterranean Sea, where temperatures typically sit in the low 20s Celsius (high 60s Fahrenheit). This group workout is designed for guests comfortable in open water and with lifeguard supervision.</span></p><p style="text-align:left;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">After class, stay for a special guest rapid-fire cool-down chat, light breakfast, and exclusive giveaways alongside fellow Sweatwork attendees.</span></p></div></div>

72andSunny Dinner

The Current

Assembly Global

Sweatwork

Tik Tok

vii(n) the seventh estate

The Athletic

Allison Worldwide

Chicago Bulls

Livewire

72andSunny

Strava

Code and Theory

The Trade Desk

Business Insider

Fanatics Advertising

Microsoft Advertising

Vevo

Doner Colle

Superside

BERA.ai

TEAM

Zillow

Trailblazing Sports Group

Glance by InMobi

Adobe

Anomaly

The Marketing Cloud

EA Sports

Madison Square Garden

Diageo

Transunion

Hunter

GoDigital Music

Spotter

NBCUniversal

Sportico

OUTFRONT Media

Stagwell

Yieldmo

Nexxen

PepsiCo

Instacart

GALE

OpenX

Gatorade

DICK'S Sporting Goods

Stagwell Media Platform

La Fete Wine

Snap Inc.

Uber Advertising

Boardroom

Minute Media

Channel Factory

Chime

Target

SPORT BEACH will be back for Year Four at the Cannes Lions Festival of Creativity. With an up-leveled lineup of athletes and business talent defining culture at the intersection of sport, business and creativity, SPORT BEACH will again prove why it's the beach where real deals are made, real stories are told, and the future of sport is written.

Our 2026 Roster

Our Partners