International Olympic Committee President (IOC) Kirsty Coventry speaks at the opening of an IOC session, in Lausanne, 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)

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)

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)

CANNES, FRANCE - JUNE 24: Kayla Tausche and Brandon Snow speak onstage during 'The State of The Sports Marketing Ecosystem 2027' 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: Kayla Tausche and Brandon Snow speak onstage during 'The State of The Sports Marketing Ecosystem 2027' 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: Kayla Tausche and Brandon Snow speak onstage during 'The State of The Sports Marketing Ecosystem 2027' 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: Brandon Snow speaks onstage during 'The State of The Sports Marketing Ecosystem 2027' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Kate Green/Getty Images for Cannes Lions)