Sport Beach CEO Beth Sidhu on how to work with athletes: ‘Take those athletes seriously’

Beth Sidhu, the CEO of Sport Beach, has been instrumental in launching one of the most innovative beachfront activations at Cannes Lions in recent years.

Founded in 2022 by Stagwell, Sport Beach initially served as a platform to bring together athletes, marketers, and creatives for industry discussions and deals.

Over time, it has evolved into a comprehensive sports marketing platform, expanding its reach beyond Cannes to major events like the Super Bowl, the NBA All-Star Weekend, and CES in Las Vegas.

Sidhu, who took on the role of CEO earlier this year, shared insights with The Post about the company’s growth, the lucrative sports industry, and the future of the brand.

Q:  What was the inspiration behind Sport Beach and how has it evolved since its inception?

Beth Sidhu: Sport Beach was conceived by my colleagues Glen Cole and Damien Journey from 72 and Sunny. They noticed a lack of focus on sports at Cannes and decided to fill that gap. Instead of making it about our holding company, Stagwell, we wanted to center it around something the audience cared about – sports. The idea initially revolved around sports, hence the name Sports Beach. When I saw the concept in 2022, I was immediately drawn to it and believed it was worth investing in. From year one to now, Sport Beach has become a premier destination for all things sports in Cannes and beyond, bringing together a diverse audience globally.

Q: When did you realize that Sport Beach had become more than just an event?

BS: The evolution of Sport Beach was gradual but impactful. In the first year, we had notable figures like Carmelo Anthony, Maria Sharapova, and Sue Bird participate and contribute to the platform. Year by year, we added new elements and opportunities for athletes, brands, and marketers to collaborate. It wasn’t a specific moment, but a gradual realization of the platform’s growing significance.

Q: Can you share insights on the revenue growth of Sport Beach?

BS: Starting from zero, Sport Beach has shown substantial revenue growth. While we don’t disclose specific revenue figures, we have publicly acknowledged that it is a profitable and valuable company, generating significant revenue for our clients, athletes, Stagwell, and affiliated agencies.

Q: Why do you think sports is such a popular topic?

BS: Sports remains a popular topic due to its live and uninterrupted nature, immune to AI disruptions. Additionally, sports have evolved into cultural and technological influencers, shaping trends and movements unlike before. Almost every brand, regardless of industry, engages with sports in some form due to its broad appeal and cultural impact.

Q: What are common mistakes or misconceptions brands have when working with athletes?

BS: Successful brands treat athletes as equal partners in projects, fostering a sense of collaboration and co-creation. At Sport Beach, we emphasize this approach, valuing athletes as key contributors to brand initiatives. Brands that view athletes as genuine partners, rather than mere endorsers, tend to create more impactful and diverse campaigns.

Q: Women’s sports have seen significant growth. In what ways do you think brands underestimate opportunities in the women’s sports space?

BS: Sport Beach recently launched a Women’s Leadership Council to address and advance issues in women’s sports beyond mere investment and viewership. This initiative aims to delve deeper into specific topics, with the current focus on coaching and representation in women’s sports.

Q: Which brands are excelling in women’s sports?

BS: Many brands are making significant strides in women’s sports. Gatorade and PepsiCo stand out for their extensive research on female athletes, backed by science. Elf Beauty is also noteworthy for their innovative programs, such as collaborations with Billie Jean King and their thought-provoking “So many Dicks, so few of everyone else” campaign aimed at promoting diversity on corporate boards.

Q: How has Sport Beach facilitated partnerships and businesses?

BS: We’ve seen numerous partnerships and businesses take root at Sport Beach, with countless success stories. From NFL players securing Super Bowl ads to Olympians signing year-long contracts with telecommunications companies, the platform has been a catalyst for various deals, including podcast agreements.

Q: Are there other industries that bring people together like sports? Any future expansions for Sport Beach?

BS: Music is a natural fit, and we recently announced the inaugural country music concert at Cannes, set to take place at Sport Beach in 2027. This fusion of sports and music will capture the essence of Sport Beach, uniting two beloved passions in a unique and engaging way.