Behind The Gloves Launches Card Collection at SBC Summit Lisbon to Promote Midnight Mayhem

Behind The Gloves has announced a new activation to promote the charity boxing event Midnight Mayhem, scheduled for January 19, 2027, in Barcelona. The main action will be the launch of the 'Midnight Mayhem Fight Card Collection', a limited series of collectible cards that will be distributed for free during the SBC Summit Lisbon starting September 29. The aim is to boost visibility and fundraising for the event, already supported by operators such as Betsson and ComeOn Group and with a goal exceeding €200,000 for charitable organizations.

Card Collection at SBC Summit Lisbon: Mechanics and Reach

The campaign will materialize at the Lisbon congress through the distribution of 1,000 free packs of the 'Midnight Mayhem Fight Card Collection', with six cards per pack. The complete set includes 25 profiles linked to the campaign, valued on a 100-point scale in various categories. The company has confirmed that two of the cards are intentionally rare; it will only be possible to complete 10 full sets.

Those who succeed in collecting all 25 cards and present them to Behind The Gloves will be able to claim a VIP table for the Midnight Mayhem event, valued at €6,500 according to the organizers.

Midnight Mayhem 2027: Event Structure and Social Goals

The Midnight Mayhem event will take place on Tuesday, January 19, 2027, at La Paloma, Barcelona. 20 figures from the iGaming industry will participate in 10 matches, each representing a social cause. The organization aims to surpass €200,000 in donations, channeled through 25 causes selected from main partners and organizations chosen by the boxers themselves.

Three major operators have already confirmed their support: Betsson and ComeOn Group will actively collaborate in the event, expanding the project's reach to different segments of the sector.

“Midnight Mayhem was never intended to be just a sector party with a ring in the center… We want it to be a memorable night, with a clear purpose behind it. Seeing operators like Betsson and ComeOn Group align with the cause shows that the industry can come together to do good,” emphasized Lee McFarland, founder of Behind The Gloves.

Activation Strategy and Exclusivity of the Collection

The decision to link a limited collection of physical cards to the charity event aims to generate anticipation beforehand and strengthen the community component among attendees at SBC Summit Lisbon. Only 10 complete sets can exist, given the scarce nature of two cards; this makes the dynamic a sort of treasure hunt within the fair.

According to the organization, those who manage to gather the complete set will have preferential access in Barcelona and direct visibility to the event audience:

• 1,000 packs with six cards each, delivered at SBC Summit Lisbon
• 25 unique cards, with only two considered 'very rare' (10 units)
• Prize: VIP table valued at €6,500 for those who complete the collection

Social Impact and Alliances: The Charitable Dimension of Midnight Mayhem

Midnight Mayhem is linked to WBC Cares UK, the charitable initiative of the World Boxing Council, and promotes values focused on social inclusion, community health, and positive impact. The funds raised will go to 25 causes, selected by both the organization and the participants themselves.

The primary goal of surpassing €200,000 in donations seeks to demonstrate that the iGaming sector can unite around significant causes, leveraging its visibility and capacity to create sustainable social alliances.

“The intention is to create meaningful awareness for 25 causes and show what happens when this sector decides to get involved genuinely,” concluded McFarland. The challenge now lies in Lisbon: the search for rare cards will, in the words of the organizers, be one of the focal points of interaction and 'positive chaos' during the event.

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