Cannes Lions 2026 has released the shortlist for the Entertainment Lions for Sport category, one of the Festival’s key competitions for recognising creativity that connects brands, audiences and communities through the power of sport, esports, athletes, teams, live events and fan culture.
The Entertainment Lions for Sport celebrate ideas that use sport as a platform for entertainment, connection and brand-building, rewarding work that drives real engagement through storytelling, sponsorship, experiences, sports content, talent integration, technology, gaming and fan participation.
The 2026 Jury President for Entertainment Lions for Sport is Shannon Washington, Chief Creative Officer and Managing Partner at 11 Ounces, Global. Her leadership brings a strong cultural and creative perspective to a category where community, identity, entertainment and brand relevance intersect.
The Entertainment Lions for Sport 2026 shortlist includes 70 shortlisted entries, distributed across 19 subcategories including Film Series and Audio, Broadcast/Live Streaming, Promotional Content for Publishers & Networks, Brand Storytelling, Sports Live Experience, New Realities & Emerging Tech, Esports & Gaming, 360 Integrated Brand Experience, Fan Engagement, Influencer & Co-Creation, Brand Partnerships, Partnerships with Sports Talent, Diversity & Inclusion in Sport, Innovation in Sport, Challenger Brand, Social Behaviour, Use of Humour, Breakthrough on a Budget and Cultural Engagement.
The selection confirms that sport has become one of the most powerful platforms in contemporary creativity. Shortlisted brands are not only associating with teams, leagues or athletes; they are creating content, activating communities, intervening in live events, building digital experiences and turning fandom into a force for cultural participation.
Among the most represented brands in the shortlist are KFC Canada, Xbox, CeraVe, Mercado Libre, Águila, Wisła Kraków Football Club, Renault, True Hockey, Doritos, Dirt Is Good | Omo, Gatorade, LEGO, Brahma, Uber, Club Deportivo Municipal, Puma, Adidas, Nike, Corona, BBC, WNBA and Michelob Ultra. The range of brands confirms sport’s relevance across consumer goods, technology, mobility, health, entertainment, beverages, retail and social impact.
The United States, Brazil, Canada, the United Kingdom, France and Argentina are among the strongest markets in the shortlist, alongside work from Colombia, Poland, Spain, the Netherlands, Denmark, Taiwan, Peru, Singapore, Australia, Switzerland, Italy, Germany and Venezuela. This geographic spread confirms sport’s global role as a creative language.
In Film Series and Audio, the shortlist includes “The Triangle Theory” by Doritos; “Dirt Is Glory” by Dirt Is Good | Omo; and “AXA – Nothing Stops Women’s Rugby” by AXA France. This section shows how sports-related audiovisual content can build narrative, emotion, purpose and conversation around brands that understand the cultural power of the game.
In Broadcast/Live Streaming, shortlisted work includes “Field Barcode” by Mercado Livre and “A Mother’s Commentary” by Reporters Without Borders. Both entries show how live sports language and broadcasting can become platforms for brand messages, social causes and conversations around freedom, community and participation.
In Promotional Content for Publishers & Networks, “Trails Will Blaze” by BBC has been shortlisted for the 2026 Winter Olympics. Its inclusion confirms the value of sports promotional content when it combines anticipation, editorial identity and high-impact storytelling for mass audiences.
**Brand Storytelling includes “Gatorade | Lose More. Win More.” by Gatorade; “Kyle F*cking Connor” by KFC Canada; “Missing Managers” by Xbox; and “CeraVe – The New Face of Legs” by CeraVe.** This section shows how brands are using sports stories to build personality, humour, cultural relevance and proximity with audiences that do not consume sport passively.
Sports Live Experience is one of the strongest sections of the shortlist, with finalists including “Time Cero” by Corona; “The Wienie 500” by Oscar Mayer; “Curfew Hostels” by Tiger Beer; “Fragmental Medal” by Gatorade; “Jell-O-Meter” by Jell-O; “Discount Chants” by Mercado Libre; “The LEGO Formula 1 Season & Drivers’ Parade” by LEGO; and “The Switch Hit by Mikkeller” by Mikkeller & Ugly Half Beer.
The strength of Sports Live Experience demonstrates how brands are turning sporting events into active participation stages. Live sport is no longer only a visibility space: it is a place to create rituals, interaction mechanics, memorable moments and experiences designed to be shared by fans.
In New Realities & Emerging Tech, “Run Back the Miracle” by Michelob Ultra has been selected. Its presence reinforces the role of emerging technology in reimagining sports moments, expanding fan experience and turning sports memory into an interactive platform.
Esports & Gaming includes “Missing Managers” by Xbox; “R2R←” by Brahma; and “Dopplegamers” by Águila. This selection confirms that sport and gaming are no longer separate territories, but connected ecosystems where brands, communities, players and fans share entertainment, competition and digital identity.
**In 360 Integrated Brand Experience, the shortlist features “Kyle F*cking Connor” by KFC Canada; “Rivals” by Rexona; “Lucky Fan Index” by Wisła Kraków Football Club; and “Uberlândia E.C.” by Uber.** These cases show how a sports idea can expand across multiple touchpoints to create integrated campaigns with narrative, utility, media, experience and participation.
**Fan Engagement and Distribution Strategy includes “Kyle F*cking Connor”, “Lucky Fan Index”, “The Thousand Sponsors of Muni”, “Marseille C’est Nous.”, “Olympic Rings Pasta” and “S.A.B”.** Their presence underlines the importance of activating fan communities through mechanics that do not simply inform, but invite people to participate, share and take ownership of the idea.
In Influencer & Co-Creation, shortlisted entries include “Supernova Adaptive” by Adidas; “The 58 Year Old Rookie” by Opella; and “Dirt Is Glory” by Dirt Is Good | Omo. This section shows how creators, athletes, communities and cultural figures can act as creative partners in expanding the reach and authenticity of a sports campaign.
**Brand Partnerships, Sponsorships & Collaborations includes “Kyle F*cking Connor”, “The Thousand Sponsors of Muni”, “Missing Managers”, “Resize the Price”, “Expensify x F1”, “Uberlândia E.C.”, “The Forgotten Rooster” and “Pixel Cam”.** The category confirms that the strongest sports partnerships create shared value between brand, property, community and culture.
In Partnerships with Sports Talent, the shortlist includes “The Triangle Theory” by Doritos; “Relax Your Tight End” by Novartis; “Two-Way Deal” by Clash of Clans; “CeraVe – The New Face of Legs”; “Everyone Wants a Piece” by LEGO; and “Franco Is Back” by Mercado Libre. Sports talent is no longer just an endorsement tool; it has become a narrative, cultural and commercial engine.
Diversity & Inclusion in Sport includes “Supernova Adaptive” by Adidas; “Missing Managers” by Xbox; “The Forgotten Rooster” by Renault; and “The Interview That Never Happened” by Audi Spain. This section shows how sport can be used to make barriers visible, expand representation and open conversations around inclusion on and off the field.
In Innovation in Sport, “Game On Ball” by True Hockey has been shortlisted, also appearing in Challenger Brand and Social Behaviour. Its repeated presence confirms the strength of an idea that connects product, innovation, sports behaviour and user experience.
Social Behaviour is one of the most active areas of the shortlist, with entries such as “Kyle F*cking Connor”, “Lucky Fan Index”, “Game On Ball”, “The Switch Hit by Mikkeller”, “The Originals Fake Collection”, “Resize the Price”, “Fair Play” and “Discount Chants”. These campaigns show how sport can shift behaviour, activate social conversation and transform consumer or fan participation habits.
In Use of Humour, “CeraVe – The New Face of Legs” has been shortlisted, while Breakthrough on a Budget includes “Unfriendly Pennant” by Nike. Both entries prove that humour and strategic intelligence remain essential tools for standing out in a sports landscape crowded with sponsorships and brand messages.
Cultural Engagement includes “Pelotica de Goma: The Legacy” by Vacílate Esto; “Line Em’ Up” by WNBA; “Fair Play” by the Public Prosecutor’s Office of DF; and “Marseille C’est Nous.” by Puma. This section confirms that the strongest sports ideas do not only speak about performance, but also memory, identity, justice, community and belonging.
**Among the most repeated campaigns across the shortlist are “Kyle F*cking Connor”, “Missing Managers”, “CeraVe – The New Face of Legs”, “Lucky Fan Index”, “Game On Ball”, “The Triangle Theory”, “Dirt Is Glory”, “Discount Chants”, “The Switch Hit by Mikkeller”, “Uberlândia E.C.”, “The Thousand Sponsors of Muni”, “Marseille C’est Nous.”, “Supernova Adaptive”, “Resize the Price”, “The Forgotten Rooster” and “Fair Play”.** Their recurrence shows that the strongest sport marketing ideas can work across entertainment, experience, community, innovation, talent, behaviour and culture.
Entertainment Lions for Sport 2026 arrives at a decisive moment for the creative industry, as sport consolidates its position as a high-value space for brands seeking voluntary attention, emotional engagement, social participation and cultural relevance.
With this shortlist, Cannes Lions 2026 confirms that sport marketing is no longer limited to jersey sponsorships, boards or broadcast placements. Today, sport is content, experience, technology, community, purpose, humour, gaming, talent and living culture.
The 2026 Entertainment Lions for Sport shortlist shows that the strongest ideas do not simply borrow the passion of sport: they understand it, activate it and turn it into value for brands and fans. In this category, earning attention means playing inside sports culture, not around it.
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