In Cannes, while advertising agencies take a step back, Sport Beach remains assertive in its public show of influence
In a shift at this year's Cannes Lions Festival, holding companies are gravitating towards private client engagements rather than flashy public displays. Amidst economic challenges, WPP, Dentsu, and Havas are set to make their appearances, while Omnicom will host events at their cabana. However, challenger holding company Stagwell, under the leadership of CEO Mark Penn, stands out by bringing one of the festival's most buzzworthy events to the forefront - Sport Beach.
Launched in 2022, Sport Beach attracted over 7,400 attendees in its inaugural year, who listened to talks from acclaimed athletes like the Kelce brothers and participated in fitness activities such as rock climbing, pickleball, and high-intensity interval training (HIIT) workouts. Now in its third year, Sport Beach returns to Cannes as the festival's first official Sport partner, reinforcing the growing significance of sports in marketing. Simon Cook, CEO of Cannes Lions, described Sport Beach as a hub where brands, platforms, creatives, and talent/athletes could gather to explore emerging trends in sports culture, creatively, and business.
Stagwell’s investment in Sport Beach, even amidst a challenging economic environment for agencies and their clients, is not solely about entertainment. Penn maintained that it is a strategic business case and driver. "Sport Beach demonstrates that we're a shoemaker with shoes," he said. "It showed what clients get when they hire Stagwell."
Amidst reduced and more focused approaches from competitors, Stagwell capitalizes on this strategic differentiation. "A lot of companies are scaling down. We’re scaling up. That’s the advantage of being a challenger," Penn said. The event's lineup for 2025 includes athletes like Noah Lyles, Candace Parker, Jordan Chiles, Oscar Piastri, Ilona Maher, Billie Jean King, and Alex Morgan.
In addition to five new programming tracks, Sport Beach will introduce an invite-only speakeasy honoring Carmelo Anthony and Sue Bird, and European product launches from partners like PepsiCo. Attendance will be capped at 5,000 people but content will still be accessible via live stream for free.
While competitors are taking a more subdued approach to Cannes, focusing on clients amidst industry upheaval, Stagwell's pursuit of Sport Beach offers a contrast. "You don’t want to look too extravagant at a time when there's a lot of budget tightening going on across the industry," said a spokesperson from IPG.
Stagwell's success with Sport Beach extends beyond Cannes, with the event scheduled to appear at CES, Davos, and Super Bowl. Despite the event's substantial investment, Stagwell believes it warrants its continued support, claiming it positively impacts brand recognition, client relationships, and industry reputation.
- The growing significance of sports in marketing is reinforced by Stagwell's return to Cannes Lions Festival with Sport Beach, their buzzworthy event.
- Stagwell's investment in Sport Beach, despite economic challenges, is not solely for entertainment but a strategic business case that demonstrates the company's capabilities.
- In contrast to competitors who are taking a more subdued approach at Cannes, focusing on clients amidst industry upheaval, Stagwell's pursuit of Sport Beach offers a focus on trends, creatively, and business in sports culture.
