Cannes Lions and the Buzz of Sports Beach
This year, the hottest gathering at the Cannes Lions took place at Sports Beach, hosted by Stagwell.
For the third consecutive year, a mix of sports, fan engagement, and marketing activities made their way back to the Cannes International Creativity Festival, marking Stagwell’s debut as the “official sports partner” from June 16 to 19.
Current and former athletes, along with celebrities and industry leaders, found the venue to be an ideal spot for networking, creativity, and enjoying the beautiful scenery of the French Riviera.
Carmelo Anthony, Serena Williams, Megan Rapinoe, Suvard, Alex Rodriguez, and Dwyane Wade were among the high-profile attendees, bringing star power to the event.
Stagwell’s Chairman and CEO, Mark Penn, shared his vision of blending sports with news and entertainment.
“When we started three years ago, who knew about Stagwell?” Penn remarked. “We were a fresh face as a holding company, trying to figure out how to market ourselves.” He emphasized how involving the agency led to the idea of a sports beach, which became a reality with the help of 72andsunny.
Looking back, Penn reflected on their growth: “I often think about ‘Godfather’ syndrome. The first year was like breaking even; the second was fantastic. But one must be careful with the third; that’s when challenges can arise.”
(“In general, I feel the economy is improving. More people are showing up and are interested in sports,” he added, suggesting a growing engagement with the event.
Penn’s career stretches over four decades in market research, advertising, and consulting, advising leaders and even penning two bestselling books.
As a self-described “news addict,” he shared his rationale for focusing on sports at Stagwell. “I believe people are naturally drawn to news, sports, and entertainment. While I lean towards news myself, sports unite people. There’s a shared joy in supporting teams, regardless of loyalty.”
He emphasized the importance of athletes connecting with brands, citing their understanding that their careers are finite. “Brands want to get closer to athletes. It opens up a marketplace for that relationship,” he said.
One sign of success for Sports Beach was the consistent participation of athletes over the years. Notable figures like Anthony, Bird, and Rapinoe have been loyal attendees since its inception in 2022.
Initially, Penn thought athletes would stick around only briefly for their panels. But contrary to his expectations, they engaged and mingled, becoming part of the Stagwell community.
This camaraderie didn’t stem from flashy pitches or big checks; rather, the athletes genuinely enjoyed the experience, with agents recognizing the value it added to their careers.
Penn’s panel titled “Future of News: Why News Junkies are the Real MVPS,” delved into pressing topics. He stressed the importance of supporting quality journalism. “We ran the same ads across various settings—news, sports, entertainment, even presidential elections. The findings show that good journalism struggles for support.”
He warned that focusing on a superficial sense of brand safety could further jeopardize journalism, resulting in fewer journalists and outlets.
As Sports Beach wrapped up on Thursday, Penn hinted at a surprise event, saying, “We like to keep the most intriguing moments for last.”
