Sport Beach, a sports marketing platform launched in 2022 by Stagwell, has rapidly evolved from a beachfront activation at Cannes Lions into a prominent global hub for athletes, marketers, and creatives. Beth Sidhu, who assumed the role of CEO earlier this year, has overseen its expansion beyond Cannes to major events such as the Super Bowl, NBA All-Star Weekend, and CES in Las Vegas.
The concept of Sport Beach originated with Glen Cole and Damien Journey of 72andSunny, who identified a gap for a dedicated sports presence at Cannes Lions. Rather than create an activation centered solely on their holding company, Stagwell, the focus was placed on developing an audience-centric sports platform where industry members could connect and collaborate. Sidhu described the initial idea as a “lightning bolt” when she received a single slide in late 2022, sparking her commitment to build what is now regarded as the premier destination for sports marketing at Cannes and beyond.
In its first year, Sport Beach brought together high-profile athletes including Carmelo Anthony, Maria Sharapova, and Sue Bird, who shared their stories and forged business relationships. Subsequent editions expanded the scope of the platform, incorporating new elements such as a climbing wall, a wine and spirits festival, and even events at Davos. Sidhu emphasized that growth has been organic, driven by opportunities for athletes, brands, and marketers to collaborate creatively.
Financially, Sidhu confirmed that Sport Beach started with no revenue but has since grown into a profitable venture generating hundreds of millions of dollars in value across Stagwell’s agencies, clients, and athletes. While specific figures are not disclosed, the company underlines its expanding influence within the sports marketing industry.
Sidhu attributed sports’ enduring appeal to its unique status as “last appointment viewing,” uninterruptible by artificial intelligence, and its role as both a cultural and technological catalyst. She noted that virtually all brands, regardless of whether they traditionally engage with sports, now incorporate sports marketing strategies due to its diversity and capacity to shape culture.
When discussing common missteps in athlete-brand partnerships, Sidhu stressed the importance of treating athletes as genuine collaborators and creators rather than superficial endorsements or “logo slaps.” Sport Beach is founded on the principle of co-creation, where athletes are equal partners in projects spanning podcasts, beverage lines, and other ventures.
Addressing the growth of women’s sports, Sidhu highlighted the recent launch of Sport Beach’s Women’s Leadership Council, supported by Gatorade. The council aims to deepen the industry’s engagement beyond investment and viewership to focus on advancing coaching and female representation at elite levels. She pointed to brands like Gatorade, PepsiCo, and e.l.f. Beauty as leaders in supporting women’s sports, citing science-backed research and innovative campaigns to elevate female athletes.
Sidhu noted that numerous partnerships have originated at Sport Beach, including NFL players securing Super Bowl ads, Olympians signing yearlong sponsorships, and athletes launching podcasts. Looking ahead, she indicated plans to extend the platform’s reach into music, announcing Cannes’ first country music concert at Sport Beach in 2027, blending sports and music to engage audiences through shared passions.