Sport Beach 2025

Winning the Attention Scrum: Purpose Meets Power in Creator Partnerships

The question on brands’ minds right now: how can I stay true to my brand while also tapping into trends, current events and the cultural zeitgeist at large? The answer: creators.
In this panel, Olympic rugby star Ilona Maher and Premier Lacrosse League founder Paul Rabil, joined by Ariana Parasco of L’Oréal, share the winning strategies behind their brand partnerships and reveal how unexpected collaborations can create cultural moments.
Join to find out more about the balance act of authenticity with staying on trend, identifying new creator partners eager to be tapped and how to earn a generation of brand love through purpose-driven marketing.

Speakers:
Paul Rabil, Founder, Premier Lacrosse League (PLL)
Ilona Maher, Creator and rugby player (Olympic Medallist)
Ariana Parasco, Vice President of Brand and Consumer Engagement, L'Oreal

Moderator:
Lisa Rosenberg, Global President, Consumer Brands, Allison Worldwide

Timing:
Wednesday, June 18
2:10-2:30pm CEST