The atmosphere in Cannes is incredible. Everyone is absolutely sweltering in the heat (ironically at 35+ every day this is actually one of the cooler places in France), but it’s not dampening the vibes.
Walking along the Croisette, the scale of the event becomes immediately apparent. The beachfront is lined with brand activations, hospitality spaces and meeting venues from a diverse array of businesses across the industry ecosystem, creating a unique environment where marketing, media, technology and culture intersect.
The number of people attending from around the world is inspiring, as is the sheer volume of brands investing in a presence. There is so much happening at any one time that it can feel overwhelming, but that’s also what makes Cannes such a unique experience.
Sport Beach
Sport Beach has been running for a few years now and is one of the major destinations on the Croisette. Designed like a miniature sports stadium on the beachfront, it’s a great place to catch a panel discussion, network and host meetings.
This year, Vevo is the official music partner of Sport Beach, reflecting the growing connection between sport and music. Many of the discussions explored how athletes, artists and brands are working together to build stronger cultural relevance and deeper fan connections.
One standout aspect of Sport Beach is the calibre of talent. The depth of athletes, executives and media personalities gathered in one place is something we rarely experience in Australia. As a sports fan, it’s pretty amazing to see major stars from the NBA, NFL and Olympic world all in one place.
Attendees included Carmelo Anthony, Shaquille O’Neal, Kevin Durant, Shaun White, Scotty James, Lindsey Vonn, Russell Wilson, Lando Norris and Noah Lyles, alongside senior executives from some of the world’s largest sports leagues, broadcasters and media companies.
Reassuringly they are also all trying to find ways to stay cool and somewhat hydrated, just like the rest of us mere mortals.
Several themes emerged consistently throughout the week:
- Sport remains one of the few forms of content that audiences still consume live and in real time, making it increasingly valuable to brands and advertisers;
- Athletes are taking greater control of their personal brands, media presence and direct relationships with fans;
- The lines between sport, entertainment and music continue to blur, creating new opportunities for fan engagement;
- Athletes are increasingly becoming entrepreneurs, investors and media owners rather than simply endorsers.
One quote that stood out came from NBA star Jaylen Brown: “I didn’t have a dream brand, so I built my own.”
That mindset was reflected throughout many of the conversations, with athletes focused on ownership, authenticity and building long-term businesses around their personal brands. Gone are the days of athletes retiring and then working out what comes next and it is interesting to hear about the entrepreneurial mindset and approaches to brand building.
Music also featured prominently in discussions. While sport naturally creates winners and losers, music offers a different type of fan connection where audiences can simply enjoy and celebrate shared experiences. Speakers highlighted examples of artists introducing new audiences to sports leagues, demonstrating music’s growing influence in driving fan engagement.
Australian Olympian Scotty James spoke about the role music plays in his own preparation and performance. He described using music to shift his mindset, manage emotions and prepare mentally before competition, highlighting the deep connection between sport and music culture.
Beyond the sessions themselves, the networking opportunities are arguably the greatest value of Cannes. Bringing together people from different countries, industries and perspectives creates a unique environment to understand emerging trends, share ideas and learn how markets around the world are evolving.
Nothing beats the opportunity to get in a room with someone to build that connection – it’s not unlike live music in that way.
