Beyond the Badge: How Sports Builds Brands that Belong

The next several years aren't just changing the sports calendar- they're profoundly reshaping the business of culture, demanding a new approach from brands. Driving this future is a fundamental shift in how live sports are shared among fans and what shape sponsorship takes as authentic athlete storytelling and brand-driven entertainment converge.

At this year's Cannes Lions Festival, Vickie Segar, Global Chief Sports & Entertainment Officer, The Ogilvy Group moderated a panel featuring Radhika Duggal, Chief Marketing Officer, Major League Soccer, Arnab Roy, President, Global Category, The Coca-Cola Company, and Orlando Baeza, Vice President of Brand & Creative, Chime on turning fan passion into business and will explore what it takes to move beyond the static sponsorship - and into the kind of brand belonging that drives lasting fandom.

Watch the session above.