Overheard in Cannes: “If you're not playing in sports right now, you're not playing at all.”
Soundbites from Sports Beach McLaren at Cannes - Sports Beach From 0 to 60: Building a Longstanding Brand with the World’s Fastest Sport “A few more people know who I am now… When I first joined F1 and McLaren, we were the team that everyone wanted to do well, but we weren’t. Last year, we won a few races and the constructor’s championship. People have started supporting us. The support I’ve had … has been special.” - Oscar Piastri He reflected on how his personal profile has skyrocketed alongside McLaren's resurgence. He also noted: “When I joined F1, I did more work off the track than on it. It’s a learning process and a fine balance between hard work on the track and off it… We still want to get value for the brands.” - Oscar Piastri Streaming, Tech & the Future of Live Sports "Five years ago, it was just a show. Now it’s an immersive experience. The question is: how do you get brands involved in a real, authentic way?" — Rob Reilly, Global Chief Creative Officer, WPP(on the evolution of sports broadcasting and fan engagement) “Sports are universal. Wherever you go, people are passionate. That gives you an entry point no algorithm can replicate.” — Jared Stacy, VP Global Live Production, Amazon Prime Video "We’re not just broadcasting games — we’re building interactive, living moments around them." — Taylor Rooks, NBA on Prime Host, Prime Video Athletes as Partners, Not Billboards “Make sure there’s genuine interest. Involve the athlete creatively — don’t just tell them to show up and read lines.” — Blake Griffin, NBA Legend / Prime Video Analyst "I picked brands that fit my personality. If there’s no authenticity, it shows — loyalty matters." — Dirk Nowitzki, NBA Hall of Famer "Athletes aren’t just repping brands anymore — they’re shaping narratives, owning creative, and shifting industries." — Boardroom Recap, Sport Beach 2025 Fan-Centric, Culture-Driven Brand Strategy “You can’t sit in an office and decide what’s trending. You have to live in the culture — obsessively.” — Leslie Berland, CMO, Verizon “It’s not just about visibility. It’s about being there — right in the moment, with the fans.” — Michael Lacorazza, CMO, U.S. Bank “Culture isn’t something you manufacture in a boardroom — it’s built in real time, on the ground.” — Jeff Staple, Creative Director "Pro athletes have become the new runway show." — Jeff Staple, on the convergence of sport, fashion, and influence Women’s Sports & The New Growth Engine “Women’s sports fans are extremely digitally savvy — and they’re not who you think they are.” — Baldwin Cunningham, Director of Media & Partnerships, State Farm “The biggest growth in sports right now? The female sports consumer.” — Rita Ferro, President of Global Advertising, Disney “You’re seeing not just more women on the field — but more deals, more dollars, and more audience.” — Rosalyn Durant, EVP, ESPN
