Beth Sidhu, the CEO of Sport Beach, recently spearheaded a launch event that has quickly been recognized as one of the most innovative activities at Cannes Lions in recent years.
Started by Stagwell in 2022, Sports Beach was originally envisioned as a gathering point for athletes, marketers, and creatives to engage in industry conversations and business deals.
Since then, it has transformed into a dynamic sports marketing platform, branching out from Cannes to major events like the Super Bowl, NBA All-Star Weekend, and CES in Las Vegas.
Sidhu, who assumed the role of CEO earlier this year, shared some insights with the Post about the evolving nature of the brand and the lucrative sports marketing landscape.
Q: Sports Beach is a centerpiece at Cannes Lions. Who created the concept, and how has the brand evolved?
Beth Sidhu: Sport Beach originated from my colleagues at 72, Sunny Glenn Cole and Damien Journey. They identified a gap—Cannes lacked any sports venues. Instead of focusing solely on Stagwell, we aimed to concentrate on our clients’ needs. The initial concept revolved around sports, hence the “s” in Sports Beach.
When I received a presentation in October 2022, it struck me as an exciting opportunity. The first year was about convincing people it wasn’t just another festival disaster like Fyre Festival. Now, I truly believe Sports Beach is a premier hub for top sports talent at Cannes and beyond. Our audience is diverse and global.
Q: When did you realize it had grown beyond just an event?
BS: There were memorable moments right from the start, especially when renowned figures like Carmelo Anthony, Maria Sharapova, and Sue Bird embraced the idea, sharing their stories and helping to develop Sports Beach. Expectations were low initially, but by the second season, people were eager to see what was next. We hosted big names and even introduced a wine and spirits festival. Every year we’ve expanded and created more collaborative opportunities for athletes, brands, and marketers. It’s hard to pinpoint a moment; it feels like it just naturally unfolded.
Q: How has your revenue progressed?
BS: We started from scratch and have seen significant growth. While I can’t disclose specific revenue figures, I can say that we are a profitable company that delivers immense value to our clients and partners, operating in the hundreds of millions of dollars range.
Q: Why are sports such an engaging topic?
BS: It’s simple—sports are a shared experience that captivates audiences. This connection won’t change anytime soon. Sports significantly influence culture and technology, even more so than a decade ago.
Everyone seems to be a sports marketer now, regardless of whether they work for a sports-oriented brand or not. Many brands leverage sports due to its vast reach and immense cultural impact.
Q: What common pitfalls do brands face when collaborating with athletes?
BS: The most successful brands treat athletes as genuine partners in each project. At Sport Beach, we focus on co-creation, ensuring that athletes, brands, and marketers work together equally. Those who succeed are those that recognize athletes as collaborators rather than just endorsers.
Q: With women’s sports on the rise, what opportunities remain untapped for brands?
BS: Great question! We recently launched the Women’s Leadership Council to address this. We’re focused on advancing conversations beyond simple investment in women’s sports to deeper discussions on issues like coaching and representation. This year’s goal is to enhance women’s visibility and involvement at all levels of coaching.
Q: Which brands stand out in promoting women’s sports effectively?
BS: Many brands are making strides. Gatorade and PepsiCo are doing impressive work, particularly with research focused on female athletes. Elf Beauty also runs exciting initiatives, including their collaboration with Billie Jean King and their creative marketing campaigns.
Q: You’ve referred to Sports Beach as “where the deal begins.” Can you share examples of partnerships that have emerged from it?
BS: We have numerous partnerships, though I’ve lost count. We’ve had NFL players featured in Super Bowl ads and Olympic athletes signing year-long partnerships. We’ve facilitated podcast deals and more.
Q: How does Sports Beach connect people across different fields? Are there plans for expansion?
BS: Music is a natural fit. We’re excited to announce our first country music concert at Sports Beach during Cannes in 2027. It’s a wonderful blend of sports and music, capturing the passions of many.
