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)

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)

A staff of the International Olympic Committee President (IOC) is silhouetted next to an Olympic flag during a IOC session, in Lausanne, on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)

Former International Olympic Committee (IOC) president Thomas Bach looks on at the opening of an IOC session, in Lausanne, on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)

International Olympic Committee President (IOC) Kirsty Coventry is seen on a giant screen at the opening of an IOC session, in Lausanne, on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)

World Athletics President and International Olympic Committee (IOC) member Sebastian Coe is seen prior to an IOC session, in Lausanne, on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)

CANNES, FRANCE - JUNE 24: Mike Minton speaks onstage during 'How is Gen Z Engaging With Sports? Lessons From The Digital Platforms Transforming The New Sports Content Economy' 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: A guest, Adam Davidson and Mike Minton speak onstage during 'How is Gen Z Engaging With Sports? Lessons From The Digital Platforms Transforming The New Sports Content Economy' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Kate Green/Getty Images for Cannes Lions)