LONDON, ENGLAND - JUNE 04: Sean Verity and Emile Heskey speak at "The Athlete Brand Economy" panel discussion during day four of SXSW London 2026 at JuJu on June 04, 2026 in London, England. (Photo by Vianney Le Caer/Getty Images for SXSW London)

Flat-packed Amazon-branded cardboard boxes are pictured inside Amazon's LCY3 Fulfillment Centre in Dartford, east of London, on June 4, 2026, on the second day of company's 'Delivering the Future EMEA '26' event. (Photo by JUSTIN TALLIS / AFP via Getty Images)

An employee pulls a pallet loaded with packing crates inside Amazon's LCY3 Fulfillment Centre in Dartford, east of London, on June 4, 2026, on the second day of company's 'Delivering the Future EMEA '26' event. (Photo by JUSTIN TALLIS / AFP via Getty Images)

Amazon-branded cardboard boxes travel on an automated conveyor belt system inside Amazon's LCY3 Fulfillment Centre in Dartford, east of London, on June 4, 2026, on the second day of company's 'Delivering the Future EMEA '26' event. (Photo by JUSTIN TALLIS / AFP via Getty Images)

Employees work on the packing line inside Amazon's LCY3 Fulfillment Centre in Dartford, east of London, on June 4, 2026, on the second day of company's 'Delivering the Future EMEA '26' event. (Photo by JUSTIN TALLIS / AFP via Getty Images)

Employees work on the packing line inside Amazon's LCY3 Fulfillment Centre in Dartford, east of London, on June 4, 2026, on the second day of company's 'Delivering the Future EMEA '26' event. (Photo by JUSTIN TALLIS / AFP via Getty Images)

Shipping crates loaded with food and drink items are pictured inside Amazon's LCY3 Fulfillment Centre in Dartford, east of London, on June 4, 2026, on the second day of company's 'Delivering the Future EMEA '26' event. (Photo by JUSTIN TALLIS / AFP via Getty Images)

Hard hats and hi-vis jackets hang from a wall inside Amazon's LCY3 Fulfillment Centre in Dartford, east of London, on June 4, 2026, on the second day of company's 'Delivering the Future EMEA '26' event. (Photo by JUSTIN TALLIS / AFP via Getty Images)