Athletes and PR Firms Flock to Cannes: The Intersection of Sports and Business

The convergence of sports and business was on full display at this year’s Cannes event, with notable athletes like Blake Griffin, Ashlyn Harris, Flau’jae Johnson, Lando Norris, and the Kelce brothers all in attendance. The presence of these athletes highlights the growing trend of big brands investing in live sports, teams, and athletes.

In response to this trend, public relations firms are racing to launch sports practices. Jasper Advisors, recently acquired by SKDK, is the latest firm to enter the sports arena with a designated sports practice. Other firms, such as Prosek Partners and TrailRunner International, have also recently launched sports practices to capitalize on the booming sports industry.

According to Jasper Advisors founder Julie Jensen, “Some of the most exciting things happening right now in business, culture, and society are occurring in the world of sports.” Sports remain a low-risk industry that attracts large and diverse audiences, making it an attractive opportunity for brands to connect with communities in an authentic way.

Corporate brands are also increasingly supporting women’s sports, with sponsorship deals increasing by 22% in the past year. Gatorade leads the way as the most prolific brand sponsor, with 51 deals across women’s professional leagues.

The implementation of the name, image, and likeness (NIL) rule has further expanded opportunities for athletes and partnerships, leading PR firms to increase their college and university advisories with a focus on sports expertise.

In addition to the business side of sports, X is in talks with sports leagues about producing more docuseries on the platform, as CEO Linda Yaccarino announced at the Women’s Sports House event. This move aims to cater to the growing demand for sports content among fans.

Overall, the intersection of sports and business continues to evolve, presenting new opportunities for brands, athletes, and fans alike.