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Brazil’s ban and Big Tech bashing – what was on the industry’s mind at SBC Summit in Lisbon?

By jili tutorial · October 6, 2026

Brazil’s Ban and Big Tech Bashing – What Was on the Industry’s Mind at SBC Summit in Lisbon?

The 2026 SBC Summit in Lisbon wrapped up after a week of high-energy keynotes, heated debates, and landmark announcements. Hosted at the MEO Arena, the event drew thousands of delegates and featured appearances from sporting icons Michael Jordan and Charles Oliveira, alongside top executives from Flutter Entertainment, DraftKings, Sportradar, and regulators from across Europe and Latin America.

SBC News reviewed five major themes that dominated both the main stage and the fringe discussions. From the shock Brazil online betting ban to the growing pressure on social media platforms to curb black-market advertising, here is a deeper dive into what the industry really talked about.

1. Brazil’s Sudden Betting Ban Sparks Fury and Uncertainty

The Ban That Shook the Sector

Just days before the summit, Brazilian President Luiz Inácio Lula da Silva announced an outright ban on online betting—a move that surprised many in the gambling industry. The ban came less than two weeks before Brazilian election voting, raising questions about its political timing. While official polling data suggested that the ban influenced only a small fraction of voters, the mood in Lisbon was far more alarmed.

Industry Leaders Speak Out

Context: Why Brazil Matters

Brazil has long been seen as the next major frontier for regulated sports betting in Latin America. A complex regulatory framework was being built, and several international operators had already set up local offices. The abrupt ban—if upheld—would halt this progress, potentially costing millions in tax revenue and driving business to illicit operators. Many delegates at SBC Summit argued that the ban was politically motivated and hoped for a reversal after the elections.

2. Prediction Markets: Poised for a European Breakthrough?

The Global Prediction Markets Forum

Thursday’s Global Prediction Markets Forum drew a packed room, signaling strong interest in bringing event-based prediction contracts to European audiences. Speakers from Kalshi, Betr, and WagerWire shared the stage with regulators and operators.

Regulatory Signals

Charles Mizzi, CEO of the Malta Gaming Authority (MGA), confirmed that prediction market operators are actively applying for licenses: “Over the last months, we’ve seen huge interest from operators. We’ve had a lot of discussions with them.” The MGA appears to be positioning itself as a first-mover in Europe’s prediction market regulation, potentially ahead of other jurisdictions like Gibraltar or the UK.

The Challenge of Customer Adoption

While regulatory interest is high, the real question is whether European bettors will embrace prediction markets. Alex Gowar, Chief Growth Officer at Matchbook, pointed out a key hurdle: “I think it all comes down to how it’s presented to the customer, and I don’t see that there’s an overwhelming demand for it in a world where sportsbook opportunities are there. We’re going to have to educate customers into a new way of betting, where there isn’t necessarily a particular benefit.”

Unlike in the U.S., where traditional sportsbooks are relatively new in many states, European bettors have decades of experience with regulated odds-based betting. A paradigm shift will require marketing, education, and perhaps a unique value proposition.

Kalshi’s European Ambitions

Udesh Jha, Chief Risk Officer at Kalshi, expressed the company’s desire to expand across the Atlantic: “We would love to. We are talking to regulators across the pond like ESMA and others. You can’t get the regulation clarified in one go, it’s going to be a process.” Kalshi, a U.S.-based prediction market regulated by the Commodity Futures Trading Commission (CFTC), sees Europe as a logical next step.

What’s Next?

The consensus from the forum was that prediction markets will arrive in Europe—but not overnight. Regulators need to craft frameworks that balance innovation with consumer protection, and operators need to demonstrate that prediction products are distinct from traditional gambling. The MGA’s proactive stance could speed up that process.

3. SBC Signs Long-Term Lisbon Commitment Until 2030

A Major Announcement on Day 3

On the third day of the summit, SBC’s Founder and CEO, Rasmus Sojmark, signed a long-term agreement with Turismo de Portugal, the Municipality of Lisbon, and Lisboa FCE to keep the SBC Summit in Lisbon until at least 2030. The signing ceremony included Gonçalo Reis (Vice President, City of Lisbon), Maria Luísa Aldim (Deputy Mayor for Innovation Social Development), António Ramalho (President of FIL), Carlos Oliveira (FIL Executive Board), and Teresa Monteiro (Turismo de Portugal).

Why Lisbon?

Sojmark commented on the decision: “We are very happy to have the support of the city we have chosen to host our biggest and most ambitious event. Year on year, Lisbon is proving to be the perfect fit, and we’re grateful for all the support we’ve received from the city so far.”

Lisbon offers excellent infrastructure, a growing tech and startup ecosystem, and a central European location. The event’s growth—now featuring multiple stages, networking zones, and a massive exhibition floor—demands a stable, long-term venue. The MEO Arena and the adjacent FIL exhibition halls provide the necessary capacity, and the city’s tourism board is keen to keep the lucrative event in town.

Implications for the Industry

A fixed host city through 2030 gives operators, regulators, and sponsors confidence to plan multi-year partnerships. It also allows SBC to invest in local amenities and services, improving the delegate experience. For Lisbon, the deal cements its reputation as a hub for the global gambling and sports tech community.

4. Michael Jordan on Authenticity, Branding, and Modern Athletes

A Legendary Appearance

The biggest draw of the summit was undoubtedly Michael Jordan, who made his first-ever speaking appearance at a European event. He joined Carsten Koerl (CEO of Sportradar) and Jason Robins (CEO of DraftKings)—two companies in which Jordan is an investor—for a fireside chat on the Super Stage.

Jordan’s Investment Philosophy

Jordan explained his selective approach to business deals: “When I get involved in deals, be it with Sportradar or DraftKings, I need to know it’s authentic to what represents me. I know I’ll be used as a marketing vehicle. The consumer has to connect to that.”

His comments underscore a growing trend among high-profile athletes: they are no longer just endorsers but strategic investors who demand alignment with their personal brand. Jordan’s involvement in sports data and betting platforms signals that he sees the sector as legitimate and growing.

How Athlete Branding Has Changed

Jordan also reflected on the evolution of sports commercialization: “Before, the fans would live seriously through the athletes. Now the fans are the athletes in terms of how they compete within the game. There’s a little bit more added pressure in sport. Today, you have to build a brand. Ultimately, all we cared about was that we wanted to make the Chicago Bulls the best team in the NBA. Whereas today, you have got guys thinking about their brands, their namesake, their logos and all these other things which they need to cater to.”

This shift has major implications for sports betting companies: modern athletes are more likely to partner with brands that enhance their personal image, and they are more aware of the risks of being associated with gambling. Jordan’s careful vetting of his investments sets a benchmark for authenticity.

Charles Oliveira’s Presence

Brazilian MMA star Charles Oliveira also graced the summit, though his panel focused more on combat sports and athlete welfare. His appearance highlighted SBC’s effort to diversify content beyond traditional sports like football and basketball.

5. Big Tech Must Step Up Against the Black Market

The Scale of the Problem

Illegal gambling operators are increasingly using social media platforms such as Meta (Facebook, Instagram), X (formerly Twitter), and ByteDance (TikTok) to advertise to consumers in regulated markets. Licensed operators are losing revenue, and regulators struggle to police these ads.

Björn Fuchs, Chairman of the Dutch industry trade body VNLOK, revealed that the organization has taken Meta to court over the issue: “You can see how much advertising there is on Meta platforms. We have tried to communicate but they have only offered automated responses. We don’t see any improvement – in fact, it’s getting worse. Now is the time for them to uphold their responsibility.”

The Netherlands has been particularly aggressive in combating illegal gambling, and VNLOK’s lawsuit could set a precedent for other jurisdictions.

A Glimmer of Collaboration

However, Finland’s gambling sector may hold a different view. Jesper Eliasson, Director at PAF (a state-owned operator), revealed a groundbreaking experimental partnership with Meta. The deal involves sharing parameters such as license documents and URLs, helping Meta identify which operators are regulated. Eliasson explained that this could enable Meta to more effectively block illegal ads while allowing compliant operators to advertise safely.

This approach—cooperation rather than confrontation—could be a model for other countries. If Meta proves willing to work with regulators, the fight against black-market advertising may gain momentum.

The Urgent Need for Education and Action

Richard Clarke, Managing Director of Paddy Power Betfair (part of Flutter), stressed the importance of action: “I don’t think people actually always can see what that looks like. Educating in that space is really important, but I think we really need to start taking action.”

What Needs to Change

The black market discussion at SBC Summit was one of the most urgent, with delegates agreeing that Big Tech can no longer remain a passive bystander.

Looking Ahead: Lisbon 2027 and Beyond

The 2026 SBC Summit reinforced Lisbon’s position as the epicenter of the global betting industry. Key themes—Brazil’s regulatory shock, prediction market evolution, athlete branding, and black-market combat—will continue to shape the sector in the coming years.

With SBC committed to Lisbon until 2030, the event is poised to grow even larger. The industry’s ability to respond to regulatory challenges (like Brazil’s ban) and technological shifts (like prediction markets) will determine its success. One thing is clear: the conversations in Lisbon will have ripple effects far beyond the MEO Arena.