Stagwell CEO Mark Penn on how Sport Beach became ultimate Cannes Lions destination for athletes and celebs: Bigger and better

CANNES — The hottest ticket at Cannes Lions was Stagwell’s Sport Beach.For the third straight year, the multi-day sports, fandom and marketing event returned to the Cannes International Festival of Creativity — and, for the first time, served as the “official sports partner” of the festival from June 16-19.It was the premier destination for both current and retired professional athletes, celebrities and executives to meet, collaborate and get creative while enjoying scenic views of the French Riviera.This year’s starry roster featured the likes of Basketball Hall of Famer Carmelo Anthony, 23-time Grand Slam champion Serena Williams, retired professional soccer player and Olympic gold medalist Megan Rapinoe, four-time WNBA champion Sue Bird, World Series champ Alex Rodriguez and three-time NBA champion Dwyane Wade, to name a few.Stagwell chairman and CEO Mark Penn has the formula figured out when it comes to marrying sports, news and entertainment.“I think when we started three years ago, we were Stagwell — who knew Stagwell?” Penn told The Post.“We were an up-and-coming holding company that really nobody knew.

And we had to say, well, ‘How are we going to get ourselves known?’ What are we gonna create?’“I put it out to the agencies, give us some ideas.And they came up with the idea of Sport Beach, some folks at [full-service creative agency] 72andSunny, and we said ‘yes,’ and best to do in the corporate team, ran it, and the first year it was just a clear success.”Penn then detailed the path to building on that success.“I always talk about ‘Godfather’ syndrome.

Okay, well, the first one was really path-breaking.The second one was the best.

And then you have to worry that the third one went downhill.So, I think we met the challenge, the third is not downhill,” he said.“… I think in general, too, the economy is better.

I think more people are here, more people are in a good mood to go hear about sports.And so I think ...