Stagwell is bringing its Sport Beach back to the Cannes Lions Festival for a second year in June. The event explores sport, culture, the power of fandom and where marketers fit in the mix.   

Last year’s event featured 40 pro athletes and drew over 5,000 attendees and this year Stagwell is moving it to a bigger venue at La Plage du Festival on the Crossette in Cannes.   

The company has signed some big-league talent to not only participate but to also develop some of the content tracks.  

For example, WNBA legend Sue Bird and U.S. soccer great Megan Rapinoe are developing a track called “Athlete Creators and New Media, which will focus on how athletes use podcasts and video for brand building and content distribution in sports. They know a bit about the topic—they co-host a podcast called “A Touch More,” and they’ll host a live edition from Sport Beach.  

Also, NBA legend and entrepreneur Carmelo Anthony and his longtime business partner Asani Swann, are developing content about the growing synergy between sports and the wine, spirits, and hospitality sectors. They’ll showcase how athlete–led brands are innovating and reshaping dining and leisure experiences.  

Anthony’s company, VII(N) Seventh Estate, has also signed on as a brand sponsor along with Clio Sports, Skip Barber and Genius Sports.