SBC organises the world’s biggest dedicated sports betting events in London (Betting on Football and Betting on Sports) and has launched Betting on Sports America (23-25 April) to cater to the growing U.S. sports betting market.

Betting on Sports America will be the largest dedicated sports betting event in the U.S. and spans two states. New Jersey will host the main conference at the Meadowlands Exposition Center, while the opening and closing networking parties are being held in Manhattan, New York.

G2E, which is presented by the American Gaming Association (AGA) and organized by Reed Exhibitions, saw more than 27,000 gaming professionals visit Las Vegas last October. The 2018 event attracted attendees from 106 countries and 52 U.S. states and territories.

The partnership between SBC and G2E will see both organisations promote and support the other’s events: G2E through its well-established gaming professional database and SBC through its events and expanding network of news sites such as SBCAmericas.com, SBCNews.co.uk, CasinoBeats.com, EsportsInsider.com, InsiderSport.com and PaymentExpert.com..

G2E’s Event Director Korbi Carrison said: “We are very happy to be able to work with SBC in this way. With the new opportunity for U.S. jurisdictions to offer legal sports betting, stakeholders can benefit from continuous education to plan and make decisions about what is right for them. SBC’s expertise in this area is of great use to our industry, and their reach and extensive experience in the world of sports betting will enable G2E to enhance its offerings.”

SBC’s CEO and Founder Rasmus Sojmark commented: “It’s a great pleasure to do business with G2E. Having North America’s biggest gaming show cooperate with the biggest sports betting trade show organiser in this way makes perfect sense for both parties and hopefully this is a start of a long collaboration between us.”

The deal will also see SBC provide unique sports betting content to G2E and launch a Las Vegas version of its popular “London Baby” networking party for sports betting professionals who attend this year’s G2E.