Former NFL player Shannon Sharpe, England soccer players Mary Earps and Alessio Russo, former NBA player Carmelo Anthony, and Fifa's setup highlighted sports' prominence at Cannes.
"Twenty-two of our 25 biggest clients are sports marketers in some shape or form," said Beth Sidhu from Stagwell, emphasizing the intertwined nature of media, marketing, culture, and sports.
Media rights and sponsorship deals in sports marketing are highly valuable, leading marketers to explore creative ways like programmatic advertising, data analytics, and athlete insights to enhance their brand presence.
Athletes are now viewed as cultural influencers beyond sports, such as entrepreneurs, investors, music producers, or fashion designers, urging marketers to understand their multifaceted potential for brand collaborations.
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