Built on shifting sands, we create the world where sports marketers play.
We are the brand experience agency behind SPORT BEACH, one of the most ambitious beach activations at Cannes Lions. In 2026, we were tasked with reimagining SPORT BEACH for a fourth time.
Welcome to SPORT BEACH 2026.
In a summer defined by football, we reset our creative to coincide with the excitement of the FIFA World Cup; replacing the iconic basketball court with a vibrant green turf, and swapping a hoop with an end zone. The refreshed space felt instantly familiar yet entirely new, creating a more versatile, welcoming environment for connection, conversation, and play.
6500 Attendees.
42 Athletes.
Five days of live programming.
Run club.
Swim club.
Four sunset dinners.
A FIFA watch party.
An Idris Alba DJ set.
Unparalleled industry cut through.
The Origin Story
London, 2022 –
International marketing network Stagwell challenged us to cement their brand as a leading and innovative marketing group on a global stage. They wanted to bring together marketers, brand partners, agencies and athletes for an experience beyond the expected — something totally different from the usual cabana-style beach activations at Lions. Together, our teams galvanised sport and fandom to curate SPORT BEACH –an activation that broke the typical networking mould and saw business born out of play.
Today
Global, 2026 –
After overwhelming success activating at Cannes Lions, SPORT BEACH has grown from an event into a global marketing ecosystem operating at the intersection of sport, culture, and creativity. The brand brings together athletes, brands and marketing leaders to spark business growth and shape the future of the industry. A completely unique, travelling activation that brings marketers out of the corporate box and into the game itself to break down barriers and build long-lasting partnerships anywhere in the world.
Impact
This project has evolved into the epicenter of culture-driving conversation and brand partnerships at Lions; a total slam dunk for Stagwell and continues to be one of our most successful brand experiences to date.
- 6.4 Billion earned media impressions.
- 6500 Guests attended the event, making Sport Beach the epicentre of the Cannes Lions Festival.
- Over 160+ content studio interviews were conducted onsite, with 32 additional main stage panels celebrating 170+ speakers.
- 42 top athletes were featured across the week, drawing significant audience and media attention and adding star power to the event.
“Sport Beach exceeded expectations and the general consensus is that we ‘won’ Cannes. In many ways, that is down to Cheerful Twentyfirst.“
—Chief Brand and Communications Officer, Stagwell.
“Good vibes, good people, good wine.“
—Carmelo Anthony via Instagram.
