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: 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: Adam Davidson 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: Adam Davidson 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: Adam Davidson 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: Adam Davidson 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)

International Olympic Committee President (IOC) Kirsty Coventry looks on during an IOC session, in Lausanne, on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)

International Olympic Committee (IOC) member Nicole Hoevertsz speaks during an IOC session, in Lausanne, on June 24, 2026. (Photo by Fabrice COFFRINI / AFP via Getty Images)