CANNES, FRANCE - JUNE 24: Adam Davidson speaks onstage during 'How is Gen Z Engaging With Sports? Lessons From The Digital Platforms Transforming The New Sports Content Economy' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Kate Green/Getty Images for Cannes Lions)

CANNES, FRANCE - JUNE 24: Adam Davidson speaks onstage during 'How is Gen Z Engaging With Sports? Lessons From The Digital Platforms Transforming The New Sports Content Economy' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Kate Green/Getty Images for Cannes Lions)

International Olympic Committee President (IOC) Kirsty Coventry looks on during an IOC session, in Lausanne, on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)

International Olympic Committee (IOC) member Nicole Hoevertsz speaks during an IOC session, in Lausanne, on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)

International Olympic Committee (IOC) member Nicole Hoevertsz speaks during an IOC session, in Lausanne, on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)

Chair of the International Olympic Committee (IOC) Future Host Commission Kolinda Grabar-Kitarovic speaks during an IOC session, in Lausanne, on June 24, 2026. The International Olympic Committee (IOC) will choose the host of the 2036 summer Olympic Games in "mid-2029", Kolinda Grabar-Kitarovic, chair of the IOC's Future Host Commission, announced on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)

Chair of the International Olympic Committee (IOC) Future Host Commission Kolinda Grabar-Kitarovic speaks during an IOC session, in Lausanne, on June 24, 2026. The International Olympic Committee (IOC) will choose the host of the 2036 summer Olympic Games in "mid-2029", Kolinda Grabar-Kitarovic, chair of the IOC's Future Host Commission, announced on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)

CANNES, FRANCE - JUNE 24: Laura Correnti speaks onstage during 'The Power of Sports as an Advertising Vehicle and Cultural Force' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Kate Green/Getty Images for Cannes Lions)