Delegates attend SBC Summit en masse.
Following the announcement that Michael Jordan, Carsten Koerl, and Jason Robins will be the keynote speakers at the opening of the SBC Summit 2026 on September 29, attendees rushed to secure their seats at the event, with Super Stage tickets selling out quickly.
The Super Stage Pass (€199) includes standard seats (limited to 2.000 seats) for the keynote lecture “ Leadership in the Business of Sport ”, access to all Super Stage sessions and entry to the exhibition area.
For those who want the closest possible view, the Super Stage Golden Circle Pass (€499) offers one of only 500 premium seats for the keynote address and all Super Stage sessions, plus access to the exhibition area and the INFINITY Lisbon closing party with Tiësto and Blasterjaxx.
SBC CEO and founder Rasmus Sojmark described the keynote address as a historic moment for the industry. “This is the biggest keynote address ever held on a European stage and it’s making history,” said Sojmark. “Bringing together Michael Jordan, Carsten Koerl, and Jason Robins at the SBC Summit says it all about the current state of the industry. We wanted to ensure as many people as possible had the chance to be there, and that’s exactly why we created specific ticketing options for the Super Stage.”
Both tickets complement the existing Conference, Business, and VIP passes for the SBC Summit, which include full access to the keynote address and all five stages of the event. Affiliate Leaders Summit attendees also have access to the keynote address included in their ticket, although those who want premium seating can still opt for the upgrade with the Super Stage Golden Circle Pass.
The keynote address, presented by journalist 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. The event will take place from 12:00 PM to 1:00 PM on Tuesday, September 29th, the opening day of the SBC Summit 2026 in Lisbon.
The discussion will share learnings and experiences on broader leadership themes, including global business expansion, decision-making under pressure, and leading organizations amidst the dynamic changing markets of sports and technology. Additionally, speakers will address the relationship between sports betting and iGaming, and how the two sectors are increasingly converging and collaborating.
The SBC Summit 2026 is expected to host more than 40.000 industry professionals, including those from sports, betting, gaming, payments, marketing, affiliate marketing, technology, and media.
Since the announcement of the keynote address on Leadership in Business, more sports stars have been confirmed for the SBC Summit 2026. UFC lightweight champion Charles Oliveira, holder of UFC all-time records for finishes, submission wins, and post-fight bonuses, will be present at the SBC Summit 2026 for two days as an ambassador for the Aviator brand (courtesy of award-winning game developer SPRIBE), and another big name from the world of sports will be announced soon.
