{"id":259693,"date":"2025-05-27T12:27:19","date_gmt":"2025-05-27T12:27:19","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/as-agencies-move-behind-the-scenes-in-cannes-sport-beach-continues-to-flex\/"},"modified":"2025-05-27T12:27:19","modified_gmt":"2025-05-27T12:27:19","slug":"as-agencies-move-behind-the-scenes-in-cannes-sport-beach-continues-to-flex","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=259693","title":{"rendered":"As Agencies Move Behind the Scenes in Cannes, Sport Beach Continues to Flex\u00a0"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>For agencies navigating economic turmoil, the Cannes Lions Festival has become more about catering to clients behind closed doors than making flashy public displays.\u00a0\u00a0<\/p>\n<p>While WPP and Dentsu will return to the beach, Omnicom will have its cabana, and Havas will host its caf\u00e9 on the Croisette, holding companies are focusing their Cannes strategies on clients this year, often taking things behind closed doors.\u00a0<\/p>\n<p>But not Stagwell. Led by CEO Mark Penn, the \u201cchallenger\u201d holding company has made its mark on the Croisette with one of the buzziest events in Cannes.<\/p>\n<p>Launched in 2022, Sport Beach attracted 7,400 attendees last year, who lined up to hear talks from famous athletes like the Kelce brothers and participate in fitness activities like rock climbing, pickleball, and high-intensity interval training (HIIT) workouts.<\/p>\n<p>Now in its third year, Sport Beach returns to Cannes as the festival\u2019s first official Sport partner, a designation that reflects sport\u2019s rising prominence in marketing\u2014and cements Stagwell\u2019s association with it. Simon Cook, CEO of Cannes Lions, called Sport Beach \u201ca hub for bringing together brands, platforms, creatives, and talent\/athletes to explore the evolving trends shaping the business and culture of sports.\u201d<\/p>\n<p>But Sport Beach is a massive investment for Stagwell against a challenging economic backdrop for agencies and their clients. While declining to share how much it spends on the event, or divulge its ROI, Penn maintained that Sport Beach is more than just a spectacle\u2013it\u2019s a business case and driver.<\/p>\n<p>\u201cSport Beach shows we\u2019re a shoemaker with shoes,\u201d he said. \u201cIt was a good demonstration of what people get when they hire Stagwell.\u201d<\/p>\n<div class=\"row justify-content-center\">\n<div class=\"col-12\">\n<section class=\"section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4\">\n<div class=\"section--teaser_partner\">                         <a class=\"link-reset text-decoration-none\" aria-label=\"The CEO reflects on the challenger network\" s=\"\" growth=\"\" strategy=\"\" following=\"\" a=\"\" yoy=\"\" net=\"\" revenue=\"\" bump=\"\" in=\"\" q1.=\"\" href=\"https:\/\/www.adweek.com\/agencies\/mark-penn-puts-stagwells-q1-net-boost-down-to-winning-bigger-briefs-from-bigger-brands\/\" target=\"_blank\"><br \/><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/static-www.adweek.com\/wp-content\/uploads\/2025\/05\/stagwell-logo-2025.png?w=640&amp;h=360&amp;crop=1\" alt=\"The CEO reflects on the challenger network\" s=\"\" growth=\"\" strategy=\"\" following=\"\" a=\"\" yoy=\"\" net=\"\" revenue=\"\" bump=\"\" in=\"\" q1.=\"\" class=\"image image--partner\"\/><br \/><\/a>                     <\/div>\n<\/section>\n<\/div><\/div>\n<h4 class=\"wp-block-heading\"><strong>Bringing sport to Cannes\u00a0<\/strong><\/h4>\n<p>When Stagwell launched Sport Beach four years ago, the timing was prescient\u2014sport had become a cultural and commercial powerhouse, and amid media fragmentation, athletes offer brands direct, authentic channels to reach their audiences.<\/p>\n<p>\u201cThe idea was that we would play sport, talk about sport, and celebrate sport\u2019s impact on culture, creativity, business, and innovation,\u201d said Beth Sidhu, Stagwell\u2019s chief brand and communication officer. \u201cIt\u2019s about bringing together individual athletes with individual brand marketers\u2014in boardrooms, on the court\u2014to help them do business together.\u201d<\/p>\n<p><!--nextpage--><\/p>\n<p>Stagwell deliberately chose not to call Sport Beach \u2018Stagwell Beach\u2019 to build the experience around \u201cwhat the audience cared about,\u201d Sidhu said. Regardless, it serves as a unifying presence for the holding company and its agencies, which used to show up at Cannes individually, and can now choose to participate in Sport Beach.<\/p>\n<p>This year, Sport Beach continues to elevate its star power. The 2025 lineup includes Noah Lyles, Candace Parker, Jordan Chiles, Oscar Piastri, Ilona Maher, Billie Jean King, and Alex Morgan, as well as the return of the Kelce brothers.\u00a0<\/p>\n<p>In addition to five new programming tracks, the event will introduce a Swim Club, an invite-only speakeasy honoring Carmelo Anthony and Sue Bird, and European product launches from partners like PepsiCo.<\/p>\n<p>Though attendance will be curbed at 5,000 people as Stagwell looks to be more \u201cintentional about who\u2019s there,\u201d per a spokesperson, content will be available for free via live stream.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Less of a \u2018party mentality\u2019<\/strong><\/h4>\n<p>While Sport Beach muscles up, Stagwell\u2019s competitors are moving further behind the scenes as they focus on business and look to prove value to clients amid industry upheaval.<\/p>\n<p>\u201cYou need to be aware\u2014at a time when there\u2019s a lot of budget tightening going on across the industry\u2014you don\u2019t want to look like you\u2019re being too extravagant,\u201d said an IPG\u00a0 spokesperson.\u00a0<\/p>\n<p>For its part, WPP, which saw a 2.7% dip in first-quarter revenue and <a href=\"https:\/\/www.adweek.com\/agencies\/exclusive-layoffs-hit-wpp-media-agencies-days-after-reports-of-groupm-rebrand\/\" target=\"_blank\">recently laid off staff<\/a> at its media division GroupM, is approaching Cannes this year with \u201cmuch less of a \u2018party\u2019 mentality,\u201d said CMO Laurent Ezekiel. He described WPP\u2019s approach as \u201cvery scheduled\u201d and \u201cfocused on our clients and partners.\u201d\u00a0<\/p>\n<p>Chief creative officer Rob Reilly added that Cannes is about \u201cthe Palais and the work. \u201cWPP\u2019s focus is to show up in a big way creatively,\u201d he said.<\/p>\n<p>Last week, Publicis Groupe <a href=\"https:\/\/www.adweek.com\/agencies\/amid-tight-budgets-and-industry-gloom-publicis-wants-to-make-cannes-count-for-clients\/\" target=\"_blank\">announced<\/a> that it will host vertical-specific AI workshops for clients in Cannes this year. \u201cCelebrating creativity for its own sake is not enough in a moment like this one,\u201d CEO Arthur Sadoun told ADWEEK.<\/p>\n<div class=\"row justify-content-center\">\n<div class=\"col-12\">\n<section class=\"section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4\">\n<div class=\"section--teaser_partner\">                         <a class=\"link-reset text-decoration-none\" aria-label=\"The holding company will run a series of closed-door AI workshops away from the beach.\" href=\"https:\/\/www.adweek.com\/agencies\/amid-tight-budgets-and-industry-gloom-publicis-wants-to-make-cannes-count-for-clients\/\" target=\"_blank\"><br \/><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/static-www.adweek.com\/wp-content\/uploads\/2025\/05\/cannes-lions-publicis.png?w=640&amp;h=360&amp;crop=1\" alt=\"The holding company will run a series of closed-door AI workshops away from the beach.\" class=\"image image--partner\"\/><br \/><\/a>                     <\/div>\n<\/section>\n<\/div><\/div>\n<p>Meanwhile, IPG, which is preparing to be acquired by rival Omnicom, will host its Inclusion Breakfast for the 12th year as its main programming. \u201cWe\u2019re focused on the competition happening in the Palais, not on Yacht Row or the beaches,\u201d a spokesperson said.\u00a0<\/p>\n<p><!--nextpage--><\/p>\n<p>And Omnicom will host thought leadership and \u201ccurated experiences\u201d at its cabana, according to its website. Omnicom declined to comment for this story.<\/p>\n<p>But as competitors scale back, Stagwell sees white space to break through. \u201cA lot of companies are scaling down. We\u2019re scaling up. That\u2019s the advantage of being a challenger,\u201d Penn said.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Worth the investment?<\/strong><\/h4>\n<p>Sport Beach has grabbed attention, but has it moved the needle for Stagwell\u2019s business?\u00a0<\/p>\n<p>Between five and ten new business deals originated or closed at last year\u2019s event, including Super Bowl spots, league sponsorships, and national campaigns involving athletes, according to a spokesperson.<\/p>\n<p>Declining to share specifics, they said Sport Beach is a \u201cvery successful activation in driving brand recognition for Stagwell and [its] agencies\u2014and that includes financial opportunities.\u201d\u00a0<\/p>\n<p>Clients have also given Stagwell positive feedback, describing Sport Beach as \u201cthe biggest, buzziest stage in Cannes\u2014including the Palais,\u201d and saying it has \u201cempowered athletes to talk directly with brands.\u201d<\/p>\n<p>Stagwell is confident enough in Sport Beach\u2019s impact that has expanded beyond Cannes, bringing the event to this year\u2019s CES, Davos, and Super Bowl.\u00a0<\/p>\n<p>\u201cWe\u2019ll be in more places after Cannes,\u201d Sidhu said. \u201cAnywhere athletes and brand marketers aren\u2019t well-served in connecting with each other, we see opportunity.\u201d<\/p>\n<p>\u201cI\u2019m a very strong believer, when something\u2019s successful, you\u2019ve got to keep going with it,\u201d Penn added. \u201cSport Beach is now becoming a brand in and of itself.\u201d<\/p>\n<p>While cautious not to confirm any formal spin-off plans, he added: \u201cLet\u2019s get through chapter three. Will it become a standalone brand? Maybe. But you don\u2019t walk away from a successful platform.\u201d<\/p>\n<div class=\"row justify-content-center\">\n<div class=\"col-12\">\n<section class=\"section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4\">\n<div class=\"section--teaser_partner\">                         <a class=\"link-reset text-decoration-none\" aria-label=\"The big budget beach is a pivotal moment for Kassan, who founded 3VC in June 2024 after his MediaLink exit.\" href=\"https:\/\/www.adweek.com\/media\/exclusive-michael-kassans-3cv-3m-cannes-beach\/\" target=\"_blank\"><br \/><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/static-www.adweek.com\/wp-content\/uploads\/2025\/05\/Lounge_bfab91.png?w=640&amp;h=360&amp;crop=1\" alt=\"The big budget beach is a pivotal moment for Kassan, who founded 3VC in June 2024 after his MediaLink exit.\" class=\"image image--partner\"\/><br \/><\/a>                     <\/div>\n<\/section>\n<\/div><\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>For agencies navigating economic turmoil, the Cannes Lions Festival has become more about catering to clients behind closed doors than making flashy public displays.\u00a0\u00a0 While WPP and Dentsu will return to the beach, Omnicom will have its cabana, and Havas will host its caf\u00e9 on the Croisette, holding companies are focusing their Cannes strategies on [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":259694,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[15467,711,22080,93477,8388,1828,11341,14309,649,329,48149],"dealstore":[],"offerexpiration":[],"class_list":["post-259693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-agencies","tag-beach","tag-cannes","tag-cannes-lions","tag-continues","tag-flex","tag-move","tag-scenes","tag-sport","tag-sports","tag-sports-marketing-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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