SBC Summit 2026 will bring together three of the most influential figures in global sports business for a landmark leadership discussion
SBC Summit 2026 will open with one of the most anticipated keynote sessions ever hosted in Europe, bringing together three of the biggest names in global sports business: basketball legend, investor, and philanthropist Michael Jordan; Sportradar founder and CEO Carsten Koerl; and DraftKings co-founder, CEO, and Chairman Jason Robins. The session will be moderated by broadcaster and former Sky Sports News presenter Kirsty Gallacher.
The keynote, titled “Leadership in Sports Business,” will take place on Tuesday, September 29, the opening day of SBC Summit 2026 in Lisbon. The discussion will examine the evolution of sports, technology, media, data, and fan engagement through the perspectives of three leaders who have helped shape today’s global sports ecosystem.
A key topic of the session will be the growing relationship between sports betting and iGaming, highlighting how both industries are increasingly evolving in parallel and working together. The conversation will also explore broader leadership themes, including building global businesses, making critical decisions under pressure, and navigating change in rapidly evolving sports and technology markets.
SBC Founder and CEO Rasmus Sojmark described the keynote as a defining moment for the event.
“This is the kind of conversation that goes beyond our industry. Bringing Michael Jordan, Carsten Koerl, and Jason Robins together on one stage is truly exceptional. Each of them has transformed the way people engage with sports and business through performance, technology, innovation, and vision. Having them at SBC Summit reflects both the scale the industry has reached today and the direction it is heading.”
SBC Summit 2026 will take place in Lisbon and is expected to welcome more than 40,000 professionals representing the sports, betting, gaming, payments, marketing, affiliation, technology, and media sectors.
The organizers also announced that additional details regarding the opening keynote, including the session schedule and attendee access, will be revealed in the coming months.
For more information, visit the SBC Summit website here.
