The Cannes Debate: Why sport is becoming marketing’s most powerful platform
About this episode
The episode discusses the increasing importance of sports in modern marketing strategies.
The Cannes Debate is a three-part series exploring sport’s growing role at the centre of media, marketing and culture. Hosted by Leaders Editorial Director James Emmett and Alex Charkham, who runs strategy and consulting for global sports and entertainment marketing agency, Fuse, the series digs into why sport has become one of the most powerful tools in modern brand-building. Recorded live from Cannes Lions (soundtracked, at times, by the unmistakable hum of the Croisette), Episode 2 features Dan Clays, CEO of Omnicom Media Group EMEA, on why sport is now at the very centre of how modern marketing works. On the conversational agenda: why sport still cuts through in a fragmented, scroll-first world; how brands are turning sports partnerships into full-scale creative platforms; and what's really keeping CMOs up at night. All with a few Cannes moments along the way: World Cup matches squeezed in between meetings, celebrity sightings, and the subtle art of networking on the French Riviera.
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