The business of sports and entertainment has become the ultimate battleground for audience attention, advertising dollars and cultural influence. Athletes, creators and media personalities are increasingly shaping how fans engage with live events. From the World Cup and Super Bowl to March Madness, modern media intelligence is fueling smarter content and advertising decisions across a fragmented media landscape.

Join Axios Live in Cannes for conversations with athletes, creators, along with media and sports leaders. We’ll explore evolving audience behaviors, the growing influence of creator-driven fandom, the future of media measurement and how advertisers can build stronger campaigns around tentpole live events.