SBC Summit Lisbon Opens with 40,000 Attendees and Michael Jordan

Portugal.- 1 October 2026 | www.zonadeazar.com SBC Summit 2026 has opened in Lisbon with its largest edition to date and more than 40,000 betting, iGaming, payments, affiliation, technology and media professionals expected to attend.

The event is taking place across Feira Internacional de Lisboa, FIL, and MEO Arena, with Michael Jordan among the biggest names on the opening programme.

Record-Breaking Edition

Delegates are attending from more than 150 countries.

The event features:

  • More than 800 exhibitors and sponsors.
  • More than 600 speakers.
  • More than 11,000 operators.
  • Regulators and lotteries.
  • Technology companies and affiliates.

The scale further establishes Lisbon as one of the industry’s major international meeting points.

Institutional Opening

Portuguese Government and Lisbon city representatives participated in the official opening.

Lisbon Mayor Carlos Moedas delivered remarks before joining SBC representatives and sponsors for the ribbon-cutting ceremony and a tour of the exhibition floor.

Michael Jordan on the Super Stage

One of the main highlights of opening day was Michael Jordan’s appearance on the MEO Arena Super Stage.

The basketball icon and businessman joined Sportradar founder and CEO Carsten Koerl and DraftKings co-founder and CEO Jason Robins.

Leadership in Sports Business

The session focused on leadership and the evolution of the sports business.

Topics included:

  • Sports transformation.
  • Technology.
  • Data.
  • Betting.
  • Fan engagement.
  • Business leadership.

Broadcaster and journalist Kirsty Gallacher moderated the discussion.

Changing Sports Audiences

The conversation highlighted the changing nature of sports consumption.

Fans increasingly combine live content with statistics, social media, wagering products and digital platforms rather than relying solely on traditional broadcasts.

This creates new opportunities across betting, media and technology.

Super Stage as a Key Attraction

The Super Stage has become one of SBC Summit’s most prominent features since its 2024 launch.

Previous speakers have included Sir Tim Berners-Lee, Tony Hawk, Oleksandr Usyk and Gary Vaynerchuk.

Jordan’s appearance continues SBC’s strategy of bringing global figures from outside traditional gaming onto its main stage.

Broader Industry Ecosystem

SBC Summit’s growth also reflects the diversification of the wider industry.

In addition to sportsbooks and online casinos, participants include businesses operating across:

  • Fintech.
  • Payments.
  • Artificial intelligence.
  • Marketing.
  • Media.
  • Blockchain.
  • Enterprise technology.

New Formats

The 2026 event introduces several specialised additions.

These include the Affiliate Leaders Summit, Global Prediction Markets Forum, African Gaming Forum and Product Innovation Showcase Stage.

The programme is designed to cover established verticals as well as emerging areas of growth.

Redesigned Networking

SBC has also expanded its networking programme through SBC Connect.

The platform allows delegates to schedule meetings, receive targeted introductions and join market-specific networking sessions.

The approach is intended to make connections easier across an event of unprecedented scale.

Industry Context

SBC Summit Lisbon is taking place during a period of major change across gaming and betting.

Prediction markets, AI, regulation, new patterns of sports consumption and technology development all feature prominently in the programme.

The 2026 edition reflects the industry’s increasing overlap with sectors beyond traditional gaming.

Next Steps or Impact

The remaining days of SBC Summit will feature further commercial announcements, partnerships, launches and regulatory discussions.

The record edition strengthens Lisbon’s position within the global gaming calendar.

Michael Jordan’s headline appearance also underlines the event’s increasing connection with sport, technology, entertainment and wider business culture.

Editó: @fonta

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