Tony Parker and Stephen Sackur on stage at the 2025 TFWA World Conference.

The TFWA World Conference opened on Monday 29 September with a dynamic roster of speakers under the theme ‘Explore New Horizons’. Closing the morning line-up was four-time NBA Champion and international sports icon Tony Parker, whose influence today extends well beyond the basketball court.

Born in Belgium, raised in France and celebrated for his illustrious career with the San Antonio Spurs, Parker has since built a diverse portfolio of ventures spanning elite basketball, wine and champagne, hospitality and hotels, to name a few.

Interviewed on stage by renowned journalist Stephen Sackur, Parker captivated the audience with insights on branding, lifestyle, leadership and resilience – topics that resonated deeply with travel retail executives exploring how to evolve through innovation and diversification.

Asked whether his famously competitive streak carried over into business, Parker reflected on balancing his upbringing across cultures: “You have to be competitive. Growing up, I had both American and French influences from my parents – the former taught me to be bold, the French to stay humble. I was lucky to have the best of both worlds and it has made a huge difference in my career.”

He went on to explain how his journey to the NBA was powered as much by mental resilience as physical ability. “My father always told me to dream big. I wanted to be the first European point guard to succeed in the NBA, and I knew my mental strength would set me apart. At 19, in my very first game, I told myself there was no way I was missing my first three-pointer – and I didn’t. That mindset has defined me ever since.”

Reflecting on the Spurs’ dynasty years, Parker credited the organisation’s team-first ethos: “San Antonio was special because ego never came before the team. For us, the team was always the priority.”

Parker discussed the importance of human connection when it comes to success in business.

Life after sport, he acknowledged, can be daunting. Many athletes struggle with the transition, but Parker prepared early, inspired by NBA legend Magic Johnson. “He told me: build your network while you’re still playing, not after you retire—because people forget quickly. That advice changed everything for me.” As such, at 27, he bought his first basketball team and has since expanded into ventures ranging from wine to hotels.

Failure, he added, has been just as important to his success. “Everyone fails. The best seasons of my career came after setbacks. In business too, I had to close a clothing line I loved because the numbers didn’t work. Accepting failure and moving forward is part of the journey.”

Looking to the future, Parker spoke about the potential of artificial intelligence, while underscoring a principle close to travel retail: “Technology is important, but never lose the DNA – the human connection and the experience. At the end of the day, it’s about creating memories and that personal touch.”

His closing advice to executives in Cannes was clear: “I invest in people and projects that make me dream. If you’re passionate about what you do, it doesn’t feel like work – you just enjoy it.”

As the TFWA World Conference set the tone for a week of discovery and debate, Parker left delegates with a final thought: “As a sportsperson, all I can do is inspire and bring people together. That’s the legacy I want – to encourage the next generation to be good people and do good things in the world.”

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