Chair of the International Olympic Committee (IOC) athletes' commission Pau Gasol speaks during a press conference 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) athletes' commission Pau Gasol speaks during a press conference during an IOC session, in Lausanne, on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)

CANNES, FRANCE - JUNE 24: Mary Ellen Coe speaks onstage during of 'Marketing in the New Era of Sports' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Shane Anthony Sinclair/Getty Images for Cannes Lions)

CANNES, FRANCE - JUNE 24: Mary Ellen Coe speaks onstage during of 'Marketing in the New Era of Sports' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Shane Anthony Sinclair/Getty Images for Cannes Lions)

CANNES, FRANCE - JUNE 24: Mary Ellen Coe speaks onstage during of 'Marketing in the New Era of Sports' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Shane Anthony Sinclair/Getty Images for Cannes Lions)

CANNES, FRANCE - JUNE 24: Mary Ellen Coe poses ahead of 'Marketing in the New Era of Sports' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Shane Anthony Sinclair/Getty Images for Cannes Lions)

CANNES, FRANCE - JUNE 24: Mary Ellen Coe poses ahead of 'Marketing in the New Era of Sports' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Shane Anthony Sinclair/Getty Images for Cannes Lions)

CANNES, FRANCE - JUNE 24: Bryson DeChambeau poses ahead of 'Marketing in the New Era of Sports' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Shane Anthony Sinclair/Getty Images for Cannes Lions)