<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block">Sue and a special guest discuss what it means for brands to enter women's sports during its historic rise.</p></div></div>

The Hang

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">After transforming their culture in just one season, the Seattle Seahawks returned to the top of the NFL and captured a Super Bowl title — with Jaxon Smith-Njigba emerging as a key voice in shaping the team’s new identity. Joined by Tim Ellis and Glenn Cole, the panel will explore how high-performing organizations build cultures that drive resilience, accountability, and long-term success. From the locker room to the boardroom, the conversation will unpack what brands can learn from elite sports organizations about creating belief, aligning teams around a shared mission, and building cultures that not only win in the moment — but endure over time.</span></p></div></div>

How to Cultivate a Winning Team Culture

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);">How does a single collaboration evolve into a long-term partnership that drives cultural impact? In this conversation, Lina Polimeni, Senior Vice President and Chief Marketing Officer - Consumer, at Eli Lilly and Company, Shaquille O’Neal, and Colin Smeeton, President at Authentic Brands Group, unpack how a partnership evolved from a single awareness campaign into a multi-year, 360 collaboration. From global stages like the Olympics to new ventures like the DUNKMAN League, this conversation explores what it really takes to move beyond transactional deals, building partnerships rooted in trust, shared purpose, and long-term cultural impact.</span></p></div></div>

More Than a Moment: How Eli Lilly and Company and Shaq Built a Partnership That Lasts

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Loyalty is the most valuable thing a brand can build — and the hardest to manufacture. Marriott has spent decades turning a hotel stay into a relationship, with a program that now counts over 200 million members. The New York Times has rebuilt itself around the subscriber who chooses to pay, every month, because they can't imagine going without it. And no brand in the world generates the kind of irrational, unconditional loyalty that a sports team or athlete does — earned not through points or perks, but through shared suffering, shared joy, and shared identity. This panel gets into what loyalty actually is, what it takes to build it, what destroys it overnight, and what every brand in the room can learn from the institutions and industries that have always understood it best.</span></p><p class="carina-rte-public-DraftStyleDefault-block"><br>&nbsp;</p></div></div>

Earned Every Day: What the World's Best Brands Can Learn About Loyalty from Sports

<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 class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">A new generation of fans is reshaping how sports content is discovered, consumed, and created at record scale. From fantasy leagues and short-form storytelling to AI-enabled tools and real-time content creation, fans are no longer passive audiences—they’re active participants helping shape the narrative. This shift is creating a new playing field for both brands and athletes, moving beyond traditional sponsorship and distribution toward deeper collaboration with fans, athletes, and communities. At the center of it is creativity—not just as content, but as the engine driving how culture is built, how fandom is sustained, and how athletes are increasingly building their own creative brands and identities beyond the game itself. In this conversation, brand leaders and athletes will explore what’s exciting them about where sports culture and creativity are headed, how athletes are shaping and scaling their own creative brands, and how brands can show up and win alongside it.</span></p></div></div>

Business, Brands, and Ball: How Athletes and Brands Are Powering the Next Wave of Fandom

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">In a fragmented media environment, curated newsfeeds are the new norm, with sports is emerging as one of the most powerful entry points for information, conversation and cultural connection, commanding headlines, social feeds and live attention at a scale few institutions can match. But why have brands been comfortable investing in sports media when news has struggled over the past decade?&nbsp; From athlete-driven media companies to AI-powered personalization, the sports media ecosystem is rapidly consolidating – join us to unpack what news and sports have in common – and why they are both critical to drive the daily news cycle and social conversation.</p><p class="carina-rte-public-DraftStyleDefault-block"><br>&nbsp;</p></div></div>

The Live Internet: Sports, News and the Attention Economy

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);">The World Cup has always been the world's biggest stage. Now it's in North America — and for the first time, the brands that have called this market home are sitting at the same table as the global football partners who have been building equity in this sport for thirty years. The audience has never been more ready, the commercial opportunity has never been bigger, and the brands that understand both sides of that equation — the global football culture and the American appetite that's finally catching up — are the ones positioned to define what this sport means on this continent for the next generation. This panel brings together the global brands, the platforms, and the athletes who have lived this sport from both sides of the Atlantic to talk about what this moment actually unlocks.</span></p></div></div>

First Touch to Final Whistle: Global Brands Meet America's World Cup

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">In this closed-door roundtable conversation with the legendary Alex Rodriguez and a small group of transformational executives,we’lltake a deeper dive into the role mentorship, strategic partnerships, and personal reinvention play in shaping influential careers across sports, business, and culture. As a precursor to the later main stage conversation in partnership with New York Life, this candid, invite-only discussion convenes high-level leaders navigating increasingly complex environments to share perspectives on creating resilient support systems that enable enduring success, shape legacy, and reinforce a simple truth: we can do more together than we ever can alone.</span></p></div></div>

The Assist: How Mentorship Fuels Enduring Leadership

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);">Sixty million kids play organized sports in America. Their families spend more on youth athletics than on any other discretionary category. And the brands that show up for those families — at the Saturday morning soccer game, in the snack line after practice, at the sporting goods store before the season starts — are building something that no professional sponsorship can replicate: a relationship that starts before the athlete even knows what a brand deal is. This panel brings together the brands investing in youth sports not as a pipeline to the pros, but as a community in its own right — and gets into what it actually takes to show up authentically for the families, coaches, and kids who make youth sports what it is.</span></p></div></div>

How the Brands Behind Youth Sports Are Building the Next Generation of Fans

<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);">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 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.</span></p></div></div>

Borderless Fandom: Expanding Sport Through Music

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Five years ago, college athletes got the right to profit from their name, image, and likeness. What followed was equal parts gold rush, cautionary tale, and legitimately new chapter in the business of sport. The deals got bigger, the transfers got faster, and the brands that showed up early learned hard lessons about what young athlete partnerships actually require. This panel brings together the athletes who lived it, the brands that bet on it, and the coaches who had to manage through it — to take stock of what NIL has actually delivered and where it goes from here.</p></div></div>

NIL's Five-Year Anniversary: Lessons from the Shifting College Sports Landscape

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Join us at SPORT BEACH for breakfast and a conversation about where audience attention is going next. Brands have long chased live sports because of what happens in those moments — loyal fans, recurring appointment viewing, and emotional investment that no other format can manufacture. A new generation of creators is building exactly that, outside the stadium. Using Adobe's recent Creator TV campaign as a live case study, Spotter brings together the creators, brand leaders, and media executives building this new attention economy to explore what it means for brands trying to reach audiences who increasingly show up for their favorite creator the same way they show up for game day.</span></p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">SPEAKERS: Jared Carneson, Head of Social, Adobe; Airrack, Creator; Kinigra Deon, Creator; Shannon Reed, CEO, Hecho Studios; Moderated by Nic Paul, Co-Founder &amp; President, Spotter</span></p></div></div>

Beyond Live Sports: Creator TV and The New Attention Era

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block">A high-impact conversation at Sport Beach exploring how women’s sports has evolved from cultural momentum into a scaled, investable business.</p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Bringing together leaders across investment, brand and athlete storytelling, this panel will unpack what’s driving real growth, where brands are seeing return and how to build lasting connection with fans and communities.</span></p></div></div>

The New Playbook: Women’s Sports as a Scaled Business

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Not another panel.</p><p class="carina-rte-public-DraftStyleDefault-block">A live workshop built to create, not just talk.</p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block">If IRL media can move people emotionally it can support them mentally, especially in unexpected moments.</p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block">In support of the Ad Council's, <span style="font-style: italic;">Love Your Mind campaign, </span>OUTFRONT is committing $1M in media to help bring bold ideas to life.</p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block">Join us at SPORT BEACH for a live workshop on how IRL moments can show up when it matters most.</p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block">Save The Date.</p><p class="carina-rte-public-DraftStyleDefault-block">We'd love your voice in the room (well, beach).&nbsp;</p></div></div>

IRL For Good: How Real-World Media Can Show Up For Mental Health

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">The final whistle doesn't have to mean the end of fan engagement. While sports rights holders have spent decades trying to solve the between-game attention gap, gaming quietly became the place where sports fans actually live — watching, competing, creating, and connecting with the teams and athletes they love outside of game day. This panel gets into what that means for brands and leagues who are starting to treat gaming not as a sponsorship category but as a media channel with measurable outcomes — and what it looks like when sport and gaming work together to keep fans in the conversation all year long.</span></p></div></div>

Game On: How Gaming Became Sports' Most Powerful Media Channel

<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 class="carina-rte-public-DraftStyleDefault-block">&nbsp;</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 class="carina-rte-public-DraftStyleDefault-block">&nbsp;</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 class="carina-rte-public-DraftStyleDefault-block">&nbsp;</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

Welcome Reception: Olympics Celebration Ceremony

<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"><span style="color: rgb(0,0,0);">Sports used to come to fans on a schedule. Now it finds them everywhere, all the time. A game-winning moment becomes a meme before the final whistle. A postgame interview goes viral before the highlights air. The biggest storylines play out across broadcasts, social feeds, timelines, podcasts, and group chats simultaneously — and the fans who may not have tuned in at 8pm on a Tuesday are now among the most engaged in the room. This session brings together leaders from across the ecosystem to explore how the shift from appointment viewing to always-on consumption is reshaping how leagues, athletes, media platforms, and brands compete for attention — what makes content travel, how "must-watch" moments get amplified through community-driven engagement, and how brands can show up authentically when the field keeps getting bigger.</span></p></div></div>

The Feed is the Field

<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.&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block">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 Meets Shareables: The Intersection of Tech and Community

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block">Golf was never boring — it was just exclusive. The courses, the dress codes, the unwritten rules about who belonged and how you were supposed to act — they kept the sport from connecting with audiences that would have loved it. Then&nbsp; &nbsp;something shifted. Athletes from other sports brought their fan bases to the fairway. Creators found the drama in the game that broadcasters had been smoothing over for decades. Brands started paying attention to a new kind of golf fan. This panel brings together the people who were inside that shift — on the course, behind the camera, and in the boardrooms — to talk about what actually changed, what The Caddie &amp; The Kid captures about golf's new moment, and what the sport looks like now that the ropes are down.</p></div></div>

How Brands Make Birdies in the Sports Content Economy

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Sue Bird and a special guest discuss this moment in time for covering women's sports and where we are growing in evolving coverage.</span></p></div></div>

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Carmelo Anthony built one of the most recognizable brands in basketball in an era when athletes had publicists, not platforms. Cooper Flagg has never needed either — by the time he played his first college game, he already had a direct line to millions of fans who felt like they knew him. The way athletes communicate with the people who follow them has changed completely, and the platforms that made that possible changed everything that comes after — the deals, the endorsements, the cultural relevance that used to take a decade to build. This panel gets into what that shift actually looks like from both sides of it, and what it means for every brand trying to show up authentically in an athlete's world.</span></p></div></div>

Then vs. Now: How Social Media Rewrote the Athlete Playbook

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(33,33,33);">Sports is one of the last places people are fully present. So is the process of buying or moving into a home. This would be a panel about the moments brands can't buy their way into — and how you earn presence in them. The throughline is earned relevance vs. paid reach.</span></p></div></div>

The Attention Economy of Real Life

<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: Soccer

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(33,33,33);">In an economy where fans feel like they have an all-access pass to their favorite celebrities and very little loyalty to brands, it's harder to break through the noise. 2x NBA Champion and Boardroom co-founder Kevin Durant, Boardroom CEO and co-founder Rich Kleiman, and OBB Media CEO Michael D. Ratner sit down for a conversation around how they have done just that - and much more to come - through immersive storytelling, unscripted content, and branded content that actually <span style="font-style: italic;">works</span> for everyone involved. From the live process of filming KD's forthcoming documentary to the recent hit collaboration with CeraVe, the trio will share honest insights about their work together and separately. </span></p></div></div>

The Talent Is the Brand: Creating Lasting Conversations

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">The most valuable thing an athlete can bring a brand isn't their following — it's their credibility. When athletes speak out on the issues they care about, they don't lose fans. They deepen the ones that matter. The brands that figured this out stopped treating advocacy as a liability and started treating it as a platform. This panel gets into what it looks like when a brand genuinely creates the conditions for an athlete to lead — and the unique value of that leadership.</span></p></div></div>

The Business Case for Athlete Advocacy

The Watch Party: Canada vs Switzerland

<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

Kevin Durant x CeraVe New Face of Legs Party

SPORT BEACH Open Play: Golf

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);">Interest in women’s sports may be growing rapidly, but women still face major barriers to coaching leadership. Bringing together elite athletes, media voices, and industry leaders, this discussion will examine why female coaches remain underrepresented, what’s broken in the current pipeline, and how sports organizations can create real pathways for women to lead. From locker rooms to boardrooms to broadcast desks, panelists will unpack the relationships, leadership lessons, and defining moments that shaped their careers — and dive into practical strategies that expand opportunity and accelerate women into positions of influence in sport. </span></p></div></div>

Coach Who? The Women Shaping Leadership Across Sports

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block"><span style="font-weight: bold;">Sweatwork | Run • Swim • Strength</span></p><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block">Meet on the Court at SPORT BEACH and choose your workout.</p><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block">After class, stay for a special guest rapid-fire cool down chat, light breakfast, and exclusive giveaways alongside fellow Sweatwork attendees.</p></div></div>

Sweatwork Morning Workouts

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);">The biggest careers in sports are never built alone. Behind every championship, business venture, and reinvention is a network of mentors, advisors, partners, and teammates shaping the path forward. This conversation explores what it takes to build long-term success in an era where influence extends far beyond the game itself, examining how strategic relationships, trusted guidance, and the right partnerships can help turn athletes into enduring brands, operators, and leaders. In partnership with New York Life’s “More powerful, together” platform, the discussion will spotlight the unseen assists behind lasting impact and why mentorship remains one of the most valuable assets both on and off the field.</span></p></div></div>

The Mentor Behind the Power Player

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);">Today’s sports fan isn’t just cheering—they’re signaling. Every click, bet, purchase, and stream creates a data trail that reveals not just what fans do, but why they do it. In an increasingly fragmented and competitive landscape, understanding these signals is the key to relevance, loyalty, and growth. This panel brings together leaders across data, media, commerce, and technology to unpack how fan behavior is evolving—and how brands can translate insight into action. From personalization and predictive targeting to real-time engagement and cultural timing, the conversation will explore how to turn data into deeper connection, smarter decisions, and measurable impact.</span></p></div></div>

The Fan Equation: Decoding Behavior in the Data Economy

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Sports merchandise is no longer just a souvenir—it's become one of the most powerful ways fans express identity, culture, and community. Companies like Fanatics and New Era have helped transform the merch landscape, turning licensed apparel from a game-day purchase into an everyday fashion statement and a global business. At the same time, athletes like Jayson Tatum are increasingly becoming collaborators, tastemakers, and brands in their own right, using merchandise to deepen connections with fans and extend their influence beyond the court. This conversation explores how the modern merch ecosystem is evolving, where sports, fashion, and fandom intersect, and why apparel has become one of the most important touchpoints between athletes, leagues, brands, and the communities that support them. </span></p></div></div>

More Than Merch: How Licensed Apparel Became a Language for Global Fandom

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);">Fans experience brands today through moments, creators, communities, and culture. Sports sponsorships go far beyond logo placement, they create stories audiences choose to engage with, share, and remember. From sports and entertainment to creators and live experiences, brands are rethinking what sponsorship success really looks like in a fragmented content landscape. This panel brings together leading marketing executives to discuss what is truly driving investment decisions in sports partnerships today: what brands are buying when they sign a stadium deal, the role tech plays in value realization, and what separates the sponsorships that drive innovation and become part of culture from the ones that just become wallpaper.</span></p></div></div>

Why We Still Sponsor Things: The New Value of Sports Investment

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Creators are shaping culture, driving discovery, and increasingly influencing purchase decisions faster than traditional media can react. Yet many buyers still treat creator investment as an experimental line item instead of a core part of the media mix with unique reach and audiences. As consumers spend more time in feeds built around people rather than publishers, we'll explore how the smartest brands are evolving their media strategies to meet audiences where they are. From measurement and ROI to media planning, platform behavior, and cultural impact, this session will examine why creators are no longer a “nice-to-have”, and what buyers who keep sitting it out are missing out on.</span></p></div></div>

Creators Are Moving Culture, Is Your Spend Keeping Up?

<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 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: Football

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block">Join Megan Rapinoe as she closes out The Hang at SPORT BEACH.</p></div></div>

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);"><span style="font-weight: bold;">Sweatwork | Run • Swim • Strength</span></span></p><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Meet on the Court at SPORT BEACH and choose your workout.</span></p><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p style="text-align:center;" 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"><span style="color: rgb(0,0,0);">LA28 is operating on a fundamentally different commercial model than any Games before it — privately funded, media-integrated, venue-named, and built for a streaming-first audience. This panel pulls back the curtain on what that means for brands: the new partnership structures, the creative formats that actually work, and how the convergence of sport, entertainment, and culture in Los Angeles creates something no previous Olympics ever could.</span></p></div></div>

Made in America — How LA28 Is Rewriting the Rules of Sports Marketing

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Fueled by unprecedented global participation, Olympic momentum, and a new professional league backed by the NFL and TMRW Sports, flag football is catapulting from grassroots phenomenon to global business opportunity. The question is no longer whether flag will grow, it’s how big and how fast? Join an intimate and exclusive conversation with TMRW Sports Founder and CEO Mike McCarley, all-world flag star Ashlea Klam, and 72andSunny Founder Glenn Cole, about next summer's league launch, opportunities they see to drive fandom, media value, and commercial success, and their vision for which brands, investors, and innovators will win by co-creating the sport's elite competitive tier for both women and men.</p></div></div>

Pro Flag Football has Arrived. A First Look at the Most Important Emerging League of the Next Decade

<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 class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</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">Join TikTok and Whalar Group for a high-energy morning at SPORT BEACH where Creators, Athletes, marketers, and industry leaders come together to play, connect, and celebrate the power of community. Expect friendly competition across golf and football challenges, plus healthy bites, and plenty of conversation with some of the biggest Creators/Athletes shaping culture today. Less networking event, more creator-powered playground.</p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);"><span style="font-weight: bold;">Featuring Creators</span></span> <span style="color: rgb(36,36,36);">Brandon Marshall, Coco Mocoe and Max Klymenko, Stephania Ergemlidze</span></p></div></div>

Creator Field Day

<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 class="carina-rte-public-DraftStyleDefault-block">Featuring Alexis Ohanian (Founder, Seven Seven Six) and moderated by Brian Norris (EVP &amp; CRO, Scripps), this intimate Sport Beach roundtable will explore the rapid growth of women’s sports and the opportunities shaping the future of the business. The conversation will dive into valuation growth, distribution, audience engagement, athlete storytelling and why women’s sports has evolved from cultural momentum into a scaled business opportunity.</p></div></div>

Investing in the Future of Women’s Sports

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Sport is one of the last asset classes that still sells on emotion — and the most sophisticated investors in the world have taken notice. This panel doesn't debate whether institutional money belongs in sport. That conversation is over. It asks what drew some of the sharpest minds in finance and business to the industry in the first place, what they understand about fandom, culture, and long-term value that others miss, and what their presence means for how sport grows, globalizes, and evolves over the next decade. With investors, operators, and analysts who have watched this transformation from the inside, this is the conversation about where sport and capital are headed — not just where they've been.</span></p></div></div>

All In: What the Smartest Investors See in Sport

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">In this Sport Beach mainstage session, NBPA leadership and NBA players explore the dismantling of the traditional sports model. Moving beyond the "talent-for-hire" era, the panelists introduce a new industry architecture: Athlete-as-Owner. This shift fundamentally redefines ROI for all stakeholders. </span></p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Discover how players are building a collective ecosystem that allows brands to invest directly in a player-led, fan-trusted platform. </span></p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Stay tuned for a special announcement during the panel!</span></p></div></div>

The Ownership Revolution: Building Cultural Equity with the NBPA

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Tennis champion and entrepreneur Maria Sharapova, F1 Academy Managing Director Susie Wolff, and Sephora Senior Vice President Jessica Stacey, are hitting the SPORT BEACH stage for a Pretty Tough conversation moderated by Marissa Dacay and inspired by the theme of Maria’s podcast. Together they’ll discuss what it actually takes to build a career, a brand, and a platform as a woman in sport, why the commercial opportunity in women's sport is still being underestimated, and what it looks like when the right brands finally show up the right way.</span></p></div></div>

A Pretty Tough Chat with Maria Sharapova, Susie Wolff, and Jessica Stacey

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);">The front of the grid is crowded. The podium is loud. But some of the most compelling stories in sport — and some of the most powerful brand relationships — are built in the moments before anyone is paying attention. Lindsey Vonn didn't just come back from injury; she came back as something bigger than a skiier. Williams didn't just return to competitiveness; they rebuilt a cultural identity that transcends the track. And the audiences that fell in love with those stories didn't find them on a highlight reel — they found them through the kind of storytelling NBCU specializes in. Compelling human narratives that drive lasting connection. This panel gets into what it actually takes to build a brand through adversity, how the right platform can amplify a comeback into a cultural moment, and why the audiences that find you on the way up are the ones that never leave.</span></p></div></div>

Built From the Back: How the Greatest Comebacks in Sport Become the Greatest Brand Stories

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);">Skateboarding didn't go mainstream by chasing it — it got there by being undeniably itself. Fencing didn't build a cultural moment through a Super Bowl budget. The sports that shape taste, drive fashion, and influence what's cool rarely start at the center. They start at the edges, built by athletes who are as much creators and cultural figures as they are competitors. This panel explores how niche sports earn their way into the mainstream — and how the athletes who carry them there become the taste makers, style icons, and brand partners that marquee sports can only try to replicate.</span></p></div></div>

From the Edges to the Center: How Niche Sports Build the Culture Mainstream Follows

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block"><span style="font-weight: bold;">Sweatwork | Swim • Strength</span></p><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block">Meet on the Court at SPORT BEACH and choose your workout.</p><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p><p style="text-align:center;" class="carina-rte-public-DraftStyleDefault-block">After class, stay for a special guest rapid-fire cool down chat, light breakfast, and exclusive giveaways alongside fellow Sweatwork attendees.</p></div></div>

Sweatwork Swim & Strength Club

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Formula 1 is returning to Madrid for the first time since 1981 — a 45-year absence that ends this September at a brand new circuit built for a new era of the sport. Carlos Sainz will race in his home capital for the first time in his career, for a team that has uniquely bet on him. And Williams is building something around both. Those three facts sit at the center of one of the most interesting stories in sport right now — a historic team in the middle of a genuine rebuild, a Spanish superstar with an entire nation behind him, and a fanbase that is more global, more digital, and more emotionally invested than any in motorsport history. This conversation gets into what it actually takes to build a team's identity from the inside out — how Williams is using Carlos, the Madrid race, and every touchpoint short of a grandstand seat to turn a comeback story into a global fan movement.</p></div></div>

Home Race: How Williams Is Investing In Carlos Sainz, the Madrid Grand Prix, and the Power of a Fan Who's Never Been to a Race

<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 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(33,33,33);">NBA All-Star and Champion Jaylen Brown is on top of his “physical game.” Likewise, he’s continued to flex his mental game - studying his on court weaknesses and working to make them strengths. Emotional Game? On the most public stage, Jaylen has had to learn to navigate his own ego and keep his eyes on the ultimate prize. Now comes the final frontier the Spiritual Game. What does that even mean? That’s where Varun Soni and Gotham Chopra come in. As co-hosts of a new podcast SPORTUALITY, Soni and Chopra see sports as religion and are deeply interested in understanding how athletes like Jaylen can mine the wisdom of their on court experience to claim and inspire full human potential, impact, and service off of it. </span></p><p class="carina-rte-public-DraftStyleDefault-block">&nbsp;</p></div></div>

The Spiritual Game

<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 data 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 class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">No American city has a relationship with its sports quite like Boston. The suffering was real, the comebacks were earned, and the culture that built up around all of it — the accents, the bars, the arguments, the identity — became something that brands, leagues, and sponsors have been trying to bottle ever since. This panel goes deep on what actually makes a sports city, using Boston as the case study: how Fenway became a cathedral, how the Patriots dynasty shaped a region's self-image, and how a city that was once a mid-market afterthought became one of the most valuable sports markets on earth. David Ortiz, Ryan Fischer, and the team behind one of Boston's most iconic brands get into what it took to build it — and what it actually means to live in it.</span></p></div></div>

Wicked Good: How Boston Became the Blueprint for a Sports City

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(36,36,36);">Every generation has a handful of athletes whose faces end up on the can, in the game, on the billboard in Times Square. Getting there isn't just about performance — it's about something harder to define and harder to manufacture. The brands that make those calls have spent decades learning how to spot it. This panel gets into what that selection process actually looks like from the inside — what EA Sports sees when they put an athlete on the cover, what PepsiCo is betting on when they make someone the face of a campaign, and what it feels like to be the athlete on the other side of that phone call when it finally comes.</span></p></div></div>

The "You've Made It" Moment

VIP Wrap Party

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(33,33,33);">Global sport stopped being a branding exercise a long time ago. Every four years, the world’s biggest brands spend nine figures to show up at the Olympics or a World Cup - and most of them end up looking and sounding identical. Same montages, same emotional beats, same five rings. The brands that matter don’t just sponsor the moment; they change how people experience it, spend during it, and remember it long after the closing ceremony. The 2026 Winter Olympics and FIFA World Cup will reward the brands that are disciplined, authentic and honest about what they uniquely bring. Every brand will claim they belonged. Almost none will have earned it. The gap between those two is the most expensive line item in marketing.</span></p></div></div>

Earn Your Place or Buy Your Space: ‘Authentic’ is the Most Expensive Word in Sport

Genius Sports’ CLUB Women’s Sports at SPORT BEACH in Cannes

<div class="ag87-crtemvc-hsbk"><div class=css-vsf5of><p class="carina-rte-public-DraftStyleDefault-block">Step off the sand and into the playbook for winning. For the first time ever, SPORT BEACH is bringing coaches to coach! Join an exclusive group of senior executives for a closed-door workshop featuring legendary coach Doc Rivers and iconic professional basketball player Candace Parker who will be sharing the leadership principles behind building high-performing teams. Designed for leaders operating at the highest levels of business, this session will unpack how elite performers recruit talent, create alignment, navigate pressure, and sustain winning cultures in moments that matter most.</p></div></div>

Coaches Corner: A High Performance Coaching Workshop

<div class="ag87-crtemvc-hsbk"><div class="css-vsf5of"><p class="carina-rte-public-DraftStyleDefault-block"><span style="color: rgb(0,0,0);">Megan and a special guest deep dive into how new entrants can approach women's sports in an authentic way.</span></p></div></div>

Our Cannes 2026 Partners