SBC Summit 2026: Keynote Announcement Sparks Ticket Rush

SBC Summit 2026 (Lisbon, Sept 29)

Following the exciting announcement that Michael Jordan, Carsten Koerl and Jason Robins will headline SBC Summit 2026’s opening keynote on 29 September, delegates have been rushing to secure their place at the event, with Super Stage tickets being snapped up. 

The Super Stage Pass (€199) includes standard seating (limited to 2,000 seats) for the “Leadership in Sports Business” keynote, access to every Super Stage session, and entry to the exhibition floor.

For those wanting the closest possible view, the Super Stage Golden Circle Pass (€499) offers one of just 500 premium seats for the keynote and all Super Stage sessions, plus access to the exhibition floor and the INFINITY Lisbon closing party, featuring Tiësto and Blasterjaxx.

Statements by SBC CEO and Founder

SBC CEO and Founder Rasmus Sojmark described the keynote as a milestone moment for the industry. “This is the biggest keynote ever hosted on a European stage and it’s history in the making,” said Sojmark. “Bringing Michael Jordan, Carsten Koerl and Jason Robins together at SBC Summit says everything about where this industry stands today. We wanted to make sure that as many people as possible have the chance to be in the room for it, which is exactly why we’ve built ticket options specifically around the Super Stage.”

Both tickets sit alongside SBC Summit’s existing Conference, Business and VIP passes, which include full access to the keynote and the event’s five conference stages. Affiliate Leaders Summit attendees also have keynote access included as part of their ticket, though those wanting premium seating can still opt to upgrade with the Super Stage Golden Circle Pass.

The keynote, hosted by broadcaster Kirsty Gallacher, will bring together basketball icon, philanthropist and investor Michael Jordan, Sportradar founder and CEO Carsten Koerl, and DraftKings co-founder and CEO Jason Robins. It takes place from 12:00 to 13:00 on Tuesday, 29 September, the opening day of SBC Summit 2026 in Lisbon.

Steering Through Change: Leadership Lessons in Sports and iGaming

The discussion will share learnings and experience around broader leadership themes, including scaling global businesses, making decisions under pressure, and steering organisations through change in fast-moving sports and technology markets. Beyond this, the panellists will touch on the relationship between sports betting and iGaming, and how the two sectors are increasingly converging and collaborating.

SBC Summit 2026 is expected to welcome over 40,000 industry professionals from across sports, betting, gaming, payments, marketing, affiliation, technology and media.

Since the Leadership in Business keynote was announced, more sports stars have been confirmed for SBC Summit 2026. UFC lightweight champion Charles Oliveira, holder of the UFC’s all-time records for most finishes, submission wins and post-fight bonuses, will appear at SBC Summit 2026 across two days as an Aviator brand ambassador (courtesy of award-winning game developer SPRIBE), with another big name from the sports world set to be announced soon.