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

<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 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 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"><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">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"><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 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">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"><span style="color: black;">Featuring Alexis Ohanian and moderated by Keisha Taylor Starr, 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.</span></p></div></div>

Investing in the Future of Women’s 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);">Back for day two, Swim Club returns to the Mediterranean for another open-water reset. This guided 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 supported by lifeguard supervision, it is a Riviera reset worth diving into.</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 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);">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 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 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 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">&nbsp;</p><p style="text-align:left;" 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);">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 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 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 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 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 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);">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 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 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(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 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 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);">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 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 Sweatwork attendees.</span></p></div></div>

Our Cannes 2026 Partners