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 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)

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)

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)

Chair of the International Olympic Committee (IOC) Olympic Programme working group Karl Stoss 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) Olympic Programme working group Karl Stoss 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) Olympic Games Delivery working group Tony Estanguet speaks during an IOC session, in Lausanne, on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)