Following the announcement that Michael Jordan, Carsten Koerl and Jason Robins will headline the opening keynote at SBC Summit 2026 on 29 September, interest in the event has surged. Delegates are actively securing their places, with Super Stage tickets selling fast.
The Super Stage Pass (€199/$231) gives holders standard seating for the “Leadership in Sports Business” keynote, which is limited to 2,000 attendees. The pass also includes access to all Super Stage sessions and the exhibition floor.
For those who want to sit as close to the stage as possible, the Super Stage Golden Circle Pass (€499/$579) offers one of 500 premium seats for the keynote and all Super Stage sessions. Pass holders will also have access to the exhibition floor and the INFINITY Lisbon closing party, featuring Tiësto and Blasterjaxx.
SBC CEO and Founder Rasmus Sojmark described the upcoming keynote as an important milestone for the industry.
“This is the biggest keynote ever hosted on a European stage and it’s history in the making,” said Sojmark. “Bringing Michael Jordan, Carsten Koerl and Jason Robins together at SBC Summit says everything about where this industry stands today. We wanted to make sure that as many people as possible have the chance to be in the room for it, which is exactly why we’ve built ticket options specifically around the Super Stage.”
Both ticket options are available alongside Conference, Business and VIP passes, which are also offered at SBC Summit and provide full access to the keynote and all five conference stages.
Attendees of the Affiliate Leaders Summit will also be able to attend the keynote, as access is already included in their ticket. Those interested in premium seating can additionally purchase the Super Stage Golden Circle Pass.
The keynote will be moderated by broadcaster Kirsty Gallacher. Taking the stage will be basketball icon, philanthropist and investor Michael Jordan, Sportradar Founder and CEO Carsten Koerl, and DraftKings Co-Founder and CEO Jason Robins. The discussion will take place from 12:00 to 13:00 on 29 September, the opening day of SBC Summit 2026 in Lisbon.
The speakers will share their experience and discuss key aspects of modern leadership, including developing and scaling international businesses, making decisions under pressure, and steering companies through rapid changes in the sports and technology markets. Particular attention will be paid to the relationship between sports betting and online gaming, as well as their growing convergence and collaboration.
SBC Summit 2026 is expected to welcome more than 40,000 professionals from the sports, betting, gambling, payments, marketing, affiliate, technology and media industries.
Following the announcement of the “Leadership in Sports Business” session, the SBC Summit 2026 programme has been expanded with more prominent figures from the world of sport. UFC Lightweight Champion Charles Oliveira, who holds organisation records for most finishes, submission wins and post-fight bonuses, will attend the summit for two days.
The organisers are also preparing to announce another major name from the world of sport.
Don’t forget to subscribe to our Telegram channel!
