Women’s sports are breaking records, filling stadiums, and capturing global attention like never before.

What promises to be a hot topic at Cannes this year is the tectonic cultural shift underway, and how brands can support and capitalize.

Undoubtedly, we’ll hear from experts about their playbooks: invest early, tell authentic stories, elevate female athletes.

But what actually works best with consumers?

What activates consumer minds?

Which brands are already doing it well, and what can we learn from them as to how they’re engaging Women’s Sports fans?