Michael Jordan, Carsten Koerl, and Jason Robins to Headline SBC Summit 2026 Leadership Keynote

SBC Summit 2026 to Host Landmark Leadership Keynote Featuring Sports Business Titans Michael Jordan, Carsten Koerl, and Jason Robins

SBC Summit 2026 will host one of the most high-profile keynote sessions ever staged in Europe by bringing together three of the most influential figures in global sports business: Basketball icon, investor, and philanthropist Michael Jordan, Sportradar founder and CEO Carsten Koerl, and DraftKings co-founder, CEO, and chairman of the board Jason Robins, hosted by former Sky Sports News presenter, broadcaster, and journalist Kirsty Gallacher.

A conversation on leadership, technology, and the evolving sports ecosystem

The headline keynote, titled "Leadership in Sports Business," will take place on Tuesday, 29 September, on the opening day of SBC Summit 2026 in Lisbon. The session will explore the evolution of sports, technology, media, data, and fan engagement through the perspectives of three leaders who have helped shape the modern sports ecosystem.

The discussion will also examine the growing relationship between sports betting and iGaming, alongside broader leadership themes such as building global businesses, making decisions under pressure, and navigating change in rapidly evolving sports and technology markets.

"This is the kind of conversation that transcends our industry"

SBC CEO and Founder Rasmus Sojmark described the keynote as one of the defining moments of the event.

"This is the kind of conversation that transcends our industry," said Sojmark. "To have Michael Jordan, Carsten Koerl, and Jason Robins on stage together is something truly special. These are individuals who have each changed the way people engage with sports and business in completely different ways — through performance, technology, innovation, and vision. Bringing them together at SBC Summit reflects both the scale of where this industry is today and where it is heading."

More than 40,000 industry professionals expected in Lisbon

SBC Summit 2026 is expected to welcome more than 40,000 professionals from the sports, betting, gaming, payments, marketing, affiliation, technology, and media sectors.

Further details regarding the keynote session, including timing and attendee access, will be announced in the coming months.