{"id":14142,"date":"2026-09-30T09:39:39","date_gmt":"2026-09-30T08:39:39","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=14142"},"modified":"2026-09-30T09:39:42","modified_gmt":"2026-09-30T08:39:42","slug":"traffic-you-can-always-buy-frequency-you-have-to-earn-sports-media-leaders-at-sbc-summit-lisbon","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2026\/09\/30\/traffic-you-can-always-buy-frequency-you-have-to-earn-sports-media-leaders-at-sbc-summit-lisbon\/","title":{"rendered":"\u201cTraffic You Can Always Buy. Frequency You Have to Earn\u201d: Sports Media Leaders at SBC Summit Lisbon"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Sports media platforms can deliver vast audiences to betting operators, but turning that reach into a lasting business requires more than visibility. Trust, product quality and the ability to keep fans coming back were central themes at <strong>SBC Summit Lisbon 2026\u2019s<\/strong> <strong>\u201cThe Global Game: Where Betting, Sport and Media Meet\u201d<\/strong> panel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Moderated by <strong>Lasha Machavariani,<\/strong> founder of <strong>SMH Global,<\/strong> the discussion brought together <strong>Juul Manders,<\/strong> founder and CEO of <strong>433; Sam Sadi,<\/strong> CEO of <strong>LiveScore Group<\/strong>; and <strong>Pavel Krbec, <\/strong>CEO of <strong>Livesport Media<\/strong> <strong>(Flashscore)<\/strong>. Their businesses sit at different points at the intersection of sport, content, and betting \u2013 and their views on its future were not always aligned.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>An audience is not a sportsbook strategy<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For LiveScore Group, combining sports media with betting has meant starting with the betting product rather than assuming an established audience would guarantee success.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sadi challenged the logic behind media companies launching sportsbooks simply because operators spend heavily on advertising across their platforms. Betting, he argued, is a complex business that cannot be built on brand recognition alone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cYou need to be \u2026 an amazing sportsbook operator, and then you can aspire to bring a media component into your ecosystem,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He explained that LiveScore Group\u2019s approach was to build a competitive sportsbook and bring sports media into that ecosystem, not to treat betting as an extension of an existing media business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cPeople think any sportsbook that is integrated into media will succeed because of brand affinity or the exposure to the traffic,\u201d Sadi said, warning against underestimating the operational expertise required.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Building a community \u2013 and keeping it<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Manders traced 433\u2019s origins to 2014, when the company identified football\u2019s potential on social media. Its ambition was to create \u201cthe largest locker room in the world\u201d \u2013 a global football community without a stadium or ownership of football rights.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to Manders, that community now exceeds 600 million young football fans, while its content generated 28 billion views during the World Cup.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Maintaining that reach, however, requires constant adjustment. Platform algorithms, content formats, and audience habits all change, so yesterday\u2019s successful approach doesn&#8217;t guarantee tomorrow\u2019s performance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cToday, a follower is less important, in my opinion, than it was before,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Manders compared the demands of content production to elite sport: teams must deliver speed, quality and volume consistently, particularly during major tournaments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOne bad post can kill your day, can ruin your day,\u201d he said. \u201cYou have to keep up, keep performing.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That emphasis on sustained engagement resonated with Krbec, who distinguished between buying an audience and earning its repeated attention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cTraffic you can always buy. Frequency you have to earn,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For platforms such as Flashscore and LiveScore, he argued, the commercial advantage is not simply sending a user to an operator once. It is maintaining a relationship with fans who return repeatedly for sports information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Is broadcasting losing its hold on fans?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The panel\u2019s sharpest disagreement concerned the future of sports broadcasting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sadi argued that rights-dependent platforms face a fundamental loyalty problem: viewers follow their teams and competitions, not necessarily the service showing them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThere\u2019s no loyalty to a broadcaster,\u201d he said. \u201cThey\u2019re loyal to their teams, to their leagues.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Manders questioned whether the traditional subscription model can keep pace with younger audiences\u2019 habits, particularly as rights costs rise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI think the broadcasters \u2026 have to reinvent themselves really fast,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Krbec pushed back against the suggestion that broadcasting is a dying business. Instead, he described an increasingly fragmented viewing experience in which live broadcasts and sports information platforms serve different needs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThey do not watch one game. They watch five games,\u201d he said of younger fans. \u201cThe first game is with the broadcaster \u2026 but the other four games are being watched at Flashscore in parallel on the second screen.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In his view, Flashscore complements the broadcaster by delivering a service that a single-match broadcast cannot provide.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sadi also cautioned against treating shorter attention spans as exclusively a generational issue. \u201cOur brains are being rewired constantly because of how we consume media,\u201d he said. \u201cIf you\u2019re not willing to make those adjustments to this way of consuming, you\u2019re gonna lose your audience.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Betting revenue and the regulatory question<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The discussion also examined how closely sports media\u2019s commercial model is tied to betting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Manders estimated that betting accounted for around 20% of 433\u2019s sponsorship revenue at the time of the panel and said he expected its contribution to grow substantially. Krbec indicated that betting represented more than half of Flashscore\u2019s commercial mix in the context of the discussion, adding that the company\u2019s research suggested three-quarters of its users were involved in sports betting in some way.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Machavariani questioned whether regulators sufficiently consider the impact advertising restrictions can have on sports media \u2013 not just on operators. Reduced funding, he argued, can ultimately affect the service available to fans.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sadi said sports media companies have generally been reluctant to participate in those policy debates. \u201cThey\u2019ve usually chosen to remain on the sidelines because of the sensitive nature of betting.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Krbec added that the distinction between betting advertising and sports information is not always straightforward from a user\u2019s perspective. According to Flashscore\u2019s research, users often regard odds alongside match details as information about the likely outcome rather than simply an advertisement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe odds are not only for bettors,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The programme doesn\u2019t end here: <a href=\"https:\/\/sbcevents.com\/sbc-summit\/agenda\/\">days two and three<\/a> of SBC Summit Lisbon are still to come, bringing the industry together for more insightful discussions, valuable connections and new opportunities.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t forget to subscribe to our <a href=\"https:\/\/t.me\/sbceurasia\">Telegram channel<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sports media platforms can deliver vast audiences to betting operators, but turning that reach into a lasting business requires more than visibility. Trust, product quality and the ability to keep fans coming back were central themes at SBC Summit Lisbon 2026\u2019s \u201cThe Global Game: Where Betting, Sport and Media Meet\u201d panel. Moderated by Lasha Machavariani, [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":14143,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[4,35,1,564,31,12],"tags":[17263,17262,52,11105,17265,109,2279,17264,63,14597,4844,8948,5527,653],"class_list":["post-14142","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-betting","category-events","category-news","category-slider","category-sponsorship","category-sport","tag-17263","tag-17262","tag-betting","tag-flashscore","tag-juul-manders","tag-lasha-machavariani","tag-livescore-group","tag-livesport-media","tag-media","tag-pavel-krbec","tag-sam-sadi","tag-sbc-summit-lisbon","tag-smh-global","tag-sport"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201cTraffic You Can Always Buy. 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