SBC Summit 2026 Conference Brings Michael Jordan to Lisbon

SBC Summit 2026 conference brings global gaming leaders and Michael Jordan keynote to Lisbon

SBC Summit 2026 will bring more than 600 speakers to Lisbon for three days of discussion about the commercial, regulatory and technological forces changing the international gaming industry.

Taking place from 29 September to 1 October at Feira Internacional de Lisboa and the neighbouring MEO Arena, the summit is expected to welcome more than 40,000 professionals from across betting, gaming, payments, technology, affiliation, regulation and media.

The scale of the conference programme is considerable, with six dedicated stages and 15 content tracks. However, the number of speakers is not the most important point. What matters is whether the programme helps decision-makers understand what is changing, why it matters and what they should do next.

This year’s agenda will attempt to answer those questions through a combination of strategic discussions, market-specific analysis and practical professional education.

Michael Jordan joins Carsten Koerl and Jason Robins

The headline moment of the summit will be the Leadership in Sports Business keynote on Tuesday, 29 September at the MEO Arena.

Basketball icon, investor and philanthropist Michael Jordan will appear alongside Sportradar founder and CEO Carsten Koerl and DraftKings co-founder and CEO Jason Robins. Bringing the three together gives the session relevance well beyond a conventional gaming conference keynote.

Jordan represents one of the most recognisable names in global sport and has built a commercial identity that extends far beyond his playing career. Koerl has developed Sportradar into a major international sports technology and data business, while Robins has helped take DraftKings from a fantasy sports start-up to one of the most prominent betting and gaming companies in North America.

The discussion will examine the development of sports, technology, media, data and fan engagement. It will also address broader leadership questions, including how global businesses are built at scale, how major decisions are made under pressure and how leaders respond when markets and technologies change quickly.

The keynote is scheduled for 11:30 to 12:30 on the Super Stage. Access is included with selected summit passes, while dedicated Super Stage ticket options are also available. As seating is limited, attendees interested in the session should check their ticket access in advance.

Six stages and 15 conference tracks

Beyond the keynote, the conference programme will feature more than 600 executives, founders, regulators, policymakers, investors and technology specialists.

The six stages will cover the issues shaping both established and emerging gaming markets. These include regulation and compliance, payment systems, artificial intelligence, market expansion, product innovation, affiliate growth and player protection.

The Super Stage will host the largest strategic discussions and bring together senior figures from gaming, sport, business and technology. Other stages will provide a more concentrated examination of individual markets and operational challenges.

Global and Emerging Markets

The Global and Emerging Markets stage will examine where gaming growth is accelerating, which jurisdictions are opening and where regulatory conditions are becoming more restrictive.

For companies considering international expansion, the difficult part is rarely identifying a market with commercial potential. The real challenge is understanding whether the regulatory framework, payment infrastructure, local partnerships and customer economics make sustainable entry possible.

Technology and Innovation

Artificial intelligence, automation, data analytics and product development will be central themes on the Technology and Innovation stage.

The discussion around AI has moved quickly from experimentation to implementation. Operators and suppliers are now considering how these systems can affect acquisition, customer support, risk management, personalisation, fraud prevention and internal operations. The important question is no longer whether AI will influence gaming, but where it can deliver measurable value without creating new compliance or consumer protection risks.

Regulation and Compliance

The Regulation and Compliance stage will bring together regulators, policymakers, operators and advisers to examine how legislation and supervisory expectations are changing.

Regulation increasingly determines where companies can operate, how products can be marketed and whether licensed businesses can compete effectively with offshore alternatives. The strongest discussions in Lisbon should therefore move beyond general statements about responsible growth and address how regulatory policy works in real markets.

Payments, products and affiliate growth

Further content will examine payments, financial technology, product development and the future of affiliate marketing.

These areas are closely connected. Payment friction can affect conversion and retention, product design can influence player behaviour and changes to advertising rules can reshape acquisition strategies almost immediately. Bringing these discussions into the same conference programme should help attendees understand how decisions made in one part of a business affect the rest of the operation.

Education+ moves beyond conventional panels

SBC Summit will also offer Education+, a premium programme of CPD-certified Tech Academies and Masterclasses focused on practical implementation.

The Tech Academies will cover areas including artificial intelligence, marketing, Web3 and player experience. Masterclasses will address more specialised operational subjects such as sportsbook trading, player behaviour, casino strategy, pricing and performance optimisation.

These smaller, expert-led sessions are intended for attendees who want to work through real tools, frameworks and business applications rather than listen only to high-level predictions. Direct access to trainers and a more interactive setting should also give participants the opportunity to ask questions connected to their own organisations.

Education+ requires a separate upgrade and is not included automatically with every summit pass. Attendees interested in the programme should review the available sessions and access conditions before finalising their schedules.

A conference programme should lead to better decisions

At an event of this size, it is impossible to attend every session. The real value comes from choosing the discussions that connect directly with the decisions a business will need to make over the following year.

For one company, that may mean understanding a new licensing market. For another, it may involve selecting a technology partner, responding to tighter compliance requirements or deciding where artificial intelligence can genuinely improve operations.

SBC Summit 2026 has assembled a programme broad enough to cover the international industry, while using dedicated stages and educational formats to give individual subjects greater depth.

Malta Media will be present in Lisbon to follow the main conference discussions, meet industry leaders and speak with the companies influencing the future direction of gaming.

SBC Summit 2026 will take place at Feira Internacional de Lisboa and the MEO Arena from 29 September to 1 October 2026.

Further information and tickets: https://sbcevents4.short.gy/Lp1SkH

Frequently asked questions

When and where will SBC Summit 2026 take place?

SBC Summit 2026 will take place in Lisbon from Tuesday, 29 September to Thursday, 1 October 2026. The main venues are Feira Internacional de Lisboa and the neighbouring MEO Arena.

How many speakers will take part?

More than 600 industry leaders are expected to speak across six conference stages and 15 content tracks.

Who will appear in the Leadership in Sports Business keynote?

The keynote will feature basketball icon, investor and philanthropist Michael Jordan, Sportradar founder and CEO Carsten Koerl and DraftKings co-founder and CEO Jason Robins.

When will the Michael Jordan keynote take place?

The Leadership in Sports Business keynote is scheduled for Tuesday, 29 September from 11:30 to 12:30 on the Super Stage at the MEO Arena.

Which subjects will the conference cover?

The programme will cover regulation, compliance, player protection, global and emerging markets, payments, artificial intelligence, technology, product innovation and affiliate growth.

What is Education+?

Education+ is a premium learning programme offering CPD-certified Tech Academies and Masterclasses. It focuses on practical skills and implementation across areas including AI, marketing, Web3, player experience, sportsbook operations and casino strategy.

Is Education+ included with every ticket?

No. Education+ is a separate paid upgrade. Attendees should review the individual sessions, prices and access conditions before purchasing.

Does every ticket include the main keynote?

No. Keynote access depends on the ticket category. Dedicated Super Stage tickets are also available, and attendees should confirm that their chosen pass includes the session.