The Cannes CMO conversations: Why a B2B brand is going on Manchester United's shirts and how to tell better stories through sport.

Leaders' Content Director David Cushnan brings you the stories of the sports industry week, while Editorial Director James Emmett brings you a couple of heavyweight brand CMO conversations from last week's Cannes Lions International Festival of Creativity.

At the Sport Beach, hosted by Stagwell, he sat down with Don McGuire, CMO of Qualcomm, a B2B company that, through its Snapdragon brand, is about to become much more visible, as Manchester United's new front-of-shirt sponsor.

Then he catches up with Mark Kirkham, CMO of International Beverages at PepsiCo, who reflects on how the best storytelling in sports marketing happens - and where it's happening in 2024.