Excitement at SBC Summit 2026: Michael Jordan and Industry Leaders Headline the Super Stage

The 2026 edition of the SBC Summit has captured the industry's attention after confirming Michael Jordan, Carsten Koerl (Sportradar), and Jason Robins (DraftKings) as keynote speakers. The event will kick off with the presentation 'Leadership in Sports Business' on September 29 in Lisbon, for which Super Stage passes have generated high demand among attendees from all areas of the online betting and gaming ecosystem.

Super Stage: Two Types of Tickets and a Differentiated Offer

SBC Summit 2026 offers two types of passes for the Super Stage. The Super Stage Pass (€199) grants access to one of the 2,000 standard seats in the main auditorium, access to all Super Stage sessions, and entry to the exhibition area. For those seeking a premium experience, the Super Stage Golden Circle Pass (€499) reserves one of the 500 seats in the main area, priority access to all Super Stage sessions, the exhibition, and entry to the INFINITY Lisbon closing party, featuring Tiësto and Blasterjaxx.

These options are in addition to Conference, Business, and VIP passes, which provide full access to the event agenda and all conferences, including the opening keynote. Attendees of the Affiliate Leaders Summit have access to the keynote with their regular pass, although those who wish to upgrade their seating can purchase the Golden Circle Pass.

"This is the largest keynote ever organized on a European stage, a historic moment for the industry," declared Rasmus Sojmark, CEO and founder of SBC. "We wanted to ensure that the maximum number of professionals could be present, which is why we specifically designed the ticket options for the Super Stage."

Michael Jordan, Carsten Koerl, and Jason Robins: Leadership and Sector Convergence

The opening keynote, moderated by presenter Kirsty Gallacher, will gather Michael Jordan (known not only as a basketball legend but also as an investor and philanthropist), Carsten Koerl (founder and CEO of Sportradar), and Jason Robins (co-founder and CEO of DraftKings). It will take place from 12:00 to 13:00 on Tuesday, September 29, marking the official start of the summit.

During the session, attendees will discuss key topics around management and innovation in sports and technology organizations: scalability of global businesses, decision-making under pressure, and leadership in dynamic markets. The exchange is set to include reflections on the integration of sports betting and iGaming, highlighting how both activities are beginning to converge operationally and strategically within the sector.

An International Event with Prominent Sports Figures

SBC Summit 2026 is expected to gather over 40,000 professionals from betting, gaming, sports, payments, marketing, affiliate programs, technology, and media. The program includes parallel activities across different stages and will attract executive profiles, operators, suppliers, and regulators interested in new industry trends.

New confirmations bolster the event's appeal. Charles Oliveira, UFC Lightweight Champion and holder of several organization records, will have a multi-day presence as an ambassador for Aviator, SPRIBE's brand. This announcement indicates the event's intention to attract big names from sports beyond the main keynote.

Options and Value for Delegates and Partners

The pricing structure of the passes aims to cater to different attendee profiles. Organizers emphasize the opportunity to witness a unique live debate featuring top-level representatives from sports and technology. The variety of passes and the confirmation of international stars aim to position SBC Summit 2026 as one of the most relevant meetings on the global business agenda.

In b2b and events like this, the premium segment — such as the Golden Circle — typically attracts professionals seeking selective networking and access to high-level parallel activities.

Expected Impact and Market Positioning

The opening keynote can be interpreted as a turning point for the international profile of the summit, with record attendance expected and the participation of leaders whose decisions directly influence regulated betting and online gaming markets. The event reinforces its focus on both the convergence between sports betting and iGaming and the inclusion of reference figures, not only from management but also from the sports realm.

"Bringing together Michael Jordan, Carsten Koerl, and Jason Robins at SBC Summit perfectly describes the current position of the sector," says Sojmark announcing the keynote.

This positioning, according to the organization, seeks to "show the reach, transversality, and influence capacity" of the ecosystem in the European and global market.