SBC Summit 2026 will open with a headline keynote session on Tuesday, 29 September, in Lisbon. The panel will bring together Michael Jordan, Carsten Koerl and Jason Robins to discuss leadership across the sports and betting sectors.
The session, titled "Leadership in Sports Business," will be moderated by broadcaster Kirsty Gallacher. It marks the first day of the conference and will examine how technology, media distribution, data analytics and fan engagement have reshaped the modern sports ecosystem. The three executives will outline their respective approaches to scaling global operations and managing strategic decisions in rapidly changing markets.
Keynote Focus and Panel Scope
The discussion will also address the growing operational overlap between sports betting and iGaming platforms. SBC CEO and founder Rasmus Sojmark noted that the panel represents a cross-industry conversation. "These are individuals who have each changed the way people engage with sports and business in completely different ways," Sojmark said. "Bringing them together at SBC Summit reflects both the scale of where this industry is today and where it is heading."The conference is projected to host more than 40,000 attendees representing sports, gaming, payments, marketing, technology and media sectors. Organizers will release specific scheduling details and access information for the opening keynote in the following months. SBC Events confirmed the lineup in its official announcement.