Deborah Mayer brings Iron Dames to Cannes Lions

Iron Dames debuted at the Cannes Lions International Festival of Creativity on July 10, 2026, as founder Deborah Mayer hosted an invitation-only luncheon for leaders across creativity, luxury, entertainment, technology and sports. The event used the global stage to position Iron Dames as a growing platform for women’s opportunity in elite motorsport and equestrian competition.

Why it matters: - Iron Dames used Cannes Lions to reach a global audience well beyond motorsport. - The appearance signals the brand’s push to expand its message around women’s leadership, performance and opportunity into creative and luxury sectors. - The event also linked women’s representation in sport with broader business and cultural influence.

What happened: - Deborah Mayer introduced Iron Dames to the Cannes Lions International Festival of Creativity in Cannes, France, on July 10, 2026. - Mayer hosted an invitation-only luncheon with the Gerety Awards, The Experience Lab and Tantor Films. - The gathering brought together executives, creatives, entrepreneurs and industry leaders. - The event focused on the intersection of leadership, innovation, sport and culture. - Mayer addressed the audience and framed Iron Dames around opportunity, ambition, resilience and high performance.

The details: - Iron Dames is a global platform founded by entrepreneur and investor Deborah Mayer. - The platform supports women through elite motorsport and equestrian competition. - The organization began as a racing initiative and has expanded into a broader movement tied to education, innovation and strategic partnerships. - Tom Flanagan, Iron Dames brand and creative strategy lead, helped shape the Cannes introduction and connect the mission with a new audience. - Mayer said women do not need different standards, but the same opportunity to meet them. - The luncheon included the Gerety Awards Grand Prize: an exclusive Iron Dames F1 Academy Experience in Las Vegas. - The prize includes behind-the-scenes access to the Iron Dames F1 Academy program, including drivers, engineers, garage operations and race weekend activities. - The Gerety Awards are named after copywriter Frances Gerety, who wrote “A Diamond Is Forever.” - The Gerety Awards judge advertising through an all-female international jury. - The event was produced by The Experience Lab, founded by Grammy Award-winning executive producer Heather Heller, with Tantor Films. - Heller said Iron Dames is more than a racing team and called it a global movement changing what is possible for women in sport.

Between the lines: - The Cannes debut shows Iron Dames is positioning itself as both a sports platform and a cultural brand. - Pairing with the Gerety Awards reinforced a message about women’s achievement in industries where influence and visibility matter. - The format suggests Iron Dames is building partnerships that can translate sporting credibility into wider commercial and media reach.

What's next: - Iron Dames is continuing its international expansion beyond the sporting arena. - The Las Vegas F1 Academy experience will go to the Gerety Awards grand prize winner. - Mayer’s Cannes appearance sets up more opportunities for Iron Dames to court new partners and audiences.

The bottom line: - Iron Dames is using elite sport as a platform for a bigger message: women should have the same chance to compete, lead and win.