Summer of Sport: Sport Beach at Cannes Lions: Fringe 2023 Review
Cannes Lions serves as a central hub, facilitating connections, collaboration, and innovation among the industry's [emerging] leaders. The iconic Croisette becomes a showcase for renowned brands, agencies, and institutions, all converging to unveil their latest offerings, products and services in hopes of enhancing brand presence and reinforcing existing or prospective partnerships by living at the intersection of technology, creativity, diversity and inclusion.
For many, the Cannes Lions - Fringe is a place of firsts. It’s often someone’s first experience seeing brands invest in experiential, especially after the pandemic stole the joy that many of us were familiar with during the summertime but by doing BEACH, (BARBIE Pun) brands have found a way to tap into the joy of events and real-life connection, a place where industry leaders across the globe congregate.
So when I came across the Sport Beach by Marketing Company Stagwell, I was elated that a Sports presence had finally come to fruition, particularly considering the pivotal significance that 2023 holds for the world of Sports [the WNBA, FIFA Women's World Cup and The World Athletics Championships] and the heightened anticipation for what lies ahead in the year 2024 with the 2024 Olympics in Paris.
In this article, I will explore the immeasurable value that Sport Beach brought to the ecosystem of Sports, the unifying theme of athlete brand development, and the transformation of athletes from mere competitors to multifaceted role models.
Source: Muse by Cleo
Having returned to Cannes Lions for the second time, you can read my roundup of year one here, I was honoured to have been given the opportunity to attend Sport Beach — Thank you Women in Marketing.
Upon arrival, I was blown away by the intricately crafted design that emulated a basketball court. The colour scheme and positioning of the stage, networking veranda and upper deck were crafted with remarkable attention to detail, seamlessly merging the world of sports and creativity. Between every panel, we were welcomed by a vibrant atmosphere, visibly filled with athletes, sports enthusiasts, talent managers and executives. I felt right at home. The panels and activities at the Sport Beach were so perfectly curated. You can spot the lineup here.
The lineup featured athletes from different sports and served as a platform to dissect intricate themes such as:
Highlighting the unique challenges and opportunities women in sports encounter
Candid conversations with athletes and the financial aspects of sport
Strategies to cultivate brand loyalty where athletes from both the WNBA and The NBA offered insights into the symbiotic relationship between personal brands and their audience, delving into effective collaborations between brands and athletes
The nuances of crafting meaningful partnerships that resonate with audiences
How sport fosters connections and the critical exploration of the value and significance of investing in women's sports
The societal, economic, and cultural impact of women’s sports
Providing insights into the evolving landscape of sports rights, addressing challenges, opportunities, and the changing dynamics of content distribution, particularly in the context of the lead-up to the Paris 2024 Olympics.
The laws surrounding the name, image and likeness of NFL athletes
Amidst these captivating and insightful conversations, I discovered that in the realm of sports, where the pursuit of excellence and physical ability often takes center stage, a concurrent theme was that for the athletes, an interest in a world beyond the game itself is beginning to unfold. Athletes, once solely celebrated for their prowess on the field, are now realising the potential to evolve and grow beyond their athletic achievements and dive deeper into brand and business development. They are thinking about brand positioning beyond their time in the league and how critical it is for them to think long-term instead of the short-term excitement that comes with being seen regularly, earning enough and having the perks of TV networks supporting their brand’s enhancement.
Many of the discussions around women’s sports explored moving beyond hypersexualized or hyper-muscular depictions and instead focusing on relatable stories of athletes' journeys, struggles, and achievements. The panellists talk about the significance of listening to women's voices and perspectives in shaping brands and products. The panellists also expressed optimism about the future of women in sports. They highlighted the changing landscape of female athletes' representation, increased accessibility, and the potential for athletes to become owners and advocates for change.
These panels stood out to me:
Building for the Female Athlete
How Brands Should Work with Athletes
Why Bother Investing in Women's Sports?
Owning Your Brand: How Athletes & Fans Build the Creator Economy
Courtside Conversation with THINK450
These panels explored the trend in reshaping traditional sports business models and enabling a more direct and engaged relationship between athletes, fans, and the broader market.
The Marathon Continues
Seven days after attending Cannes Lions, I celebrated my birthday by purchasing tickets to the highly sought-after Quai 54 basketball tournament in Paris. This event sells out within a short timeframe and this year’s was held at Roland Garros, the venue for The French Open tennis tournament. The atmosphere at Quai 54 reminded me of the energy of tennis matches featuring players like Osaka or Gauff. The event, curated by Hammadoun Sidibé and Thibaut de Longeville, seamlessly blended sports, culture, branding, and music. The schedule was not only engaging and competitive but also thought-provoking, creating a space for people from diverse backgrounds to come together and share their passion for the game.
This atmosphere felt akin to a consumer-centric version of Sports Beach, where I transitioned from being among decision-makers and athletes to immersing myself among fellow athletes, fans, and entertainers. I had the opportunity to witness the personal branding that mirrored the fostering of connections, taking control of their personal brands and engaging with fans directly - a discussion that took place at discussed at Sports Beach. Boston Celtics' Jayson Tatum, Dallas Mavericks' Luka Doncic, New Orleans Pelicans' Zion Williamson, and WNBA standout Gabbi Williams were present to evaluate the competition. Their appearance provided context for their brand-building aspirations, all the while empowering and connecting with participating athletes and integrating themselves into the cultural landscape.
Both women and men participated in the intense competition, drawing enthusiastic support from the audience and the DJ, who was absolutely fire by the way. This year, I noticed a significant number of people cheering for the women athletes, which was inspiring and reminded me that we are going in the right direction.
Just as with Cannes, the food offerings perfectly complemented the overall experience. It may seem surface-based to address the catering at the event but it was clear the organisers did their research and understood that the vendors had to be culturally in alignment with the audience. The crowd ranged from ages 16 to 60 and covered the cultural makeup of Parisians, and people in Paris during the summer. The players who took part were predominantly French and included familiar faces like Guerschon Yabusele, who had previously played with non-French athletes for Paris Basketball. I also spotted my friend Jone Lopes, an Angolan-German-Portuguese Basketball player. So to me, the event truly showcased its global nature.
Europe has gained recognition in American conversations, with athletes like Tony Parker making historic contributions on a global scale and building connections with American counterparts. The prominence of American investment in basketball facilities, college athletes, and the NBA and WNBA leagues cannot be overlooked. It helped to get us here.
Quai 54's success lies in its dedication to guiding and inspiring the younger generation, along with its continued emphasis on spotlighting these talents. The event attracts American artists, adding to its diverse crowd.
A collaboration that predates the digital era is the connection athletes have made with brands but with digital evolving, time zones play less significance, so do they.