What does sports marketing and the south of France have in common, right now? They’re both extraordinarily hot, attracting advertisers from all parts of the globe.

The attention that’s being given to sports marketing was obvious after listening to the Entertainment for Sports jury speak about the work that was entered this year. There were 665 entries to the category in 2024, 30 of which were from Canada, with eight of those receiving a shortlist nod.

Within that crowded pack, a Canadian finalist rose to the top to clinch a coveted Gold, of which there were only four in the category. That agency was FCB, picking up the award for Adidas’ “Runner 321.”

The work ticked off the boxes the jury set in their criteria for awarding work. Lion winners had to be connected to sports culture, and they absolutely had to tie into a brand’s business objective, Louise Johnson, jury president and CEO of sports marketing firm Fuse, shared with reporters in the Palais on Tuesday morning, ahead of the big evening reveal.

While certain numbers in sports have come to represent greatness (think Michael Jordan’s 23 or Wayne Gretzky’s 99), Adidas and FCB gave people with Down syndrome their own recognizable, iconic stamp – the number 321, adopted from the genetic marker that can be found in those with the disorder. The campaign saw Adidas reserve Bib 321 for neurodivergent athletes competing in major marathons, with the act later being endorsed by some of the brand’s biggest rivals, the ultimate compliment.

Johnson – and a few other jury presidents this week – commented that “big brands are back” in the game. Major marketers such as AB Inbev, AT&T, Gatorade, Coors Light, Nike and the NFL populated this year’s list of winners, which Johnson says is a testament to the “power of sports marketing as an effective brand tool.”

What’s more, she says women’s sports are now also making their way to the festival. “But the quality of the work is moving very much away from just a parity story, where brands are now using women athletes for creative storytelling,” Johnson adds.

Johnson also says that while there is more work coming out of major live sporting events, there is also “amazing work” that’s tapped into the nuances of individual sports, as well as into social conversations and cultural behaviours. She noted many brands are moving to a fan-first approach, and looking to add value to the fan experience.