Sport Beach CEO Beth Sidhu on how to work with athletes: ‘Take those athletes seriously’
"The best brands treat athletes as genuine coconspirators in the project."
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Business Sport Beach CEO Beth Sidhu on how to work with athletes: ‘Take those athletes seriously’ By Alexandra Steigrad Published June 23, 2026, 3:00 a.m. ET See more of our coverage in your search results. Add The New York Post on Google Beth Sidhu, the CEO of Sport Beach, has led the charge in launching what has become one of the most transformative beachfront activations at Cannes Lions in recent years. Created in 2022 by Stagwell, Sport Beach started as a place to bring together athletes, marketers and creatives to facilitate industry discussions and deals. In recent years, it has grown into a full-fledged sports marketing platform, expanding beyond the shores of Cannes to massive events like the Super Bowl, the NBA All-Star Weekend and CES in Las Vegas.
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