SBC Summit 2026: Michael Jordan, Carsten Koerl, and Jason Robins Headline Historic Keynote – Tickets Sell Fast
SBC Summit 2026: Michael Jordan, Carsten Koerl, and Jason Robins Headline Historic Keynote – Tickets Sell Fast
Overview: A Landmark Moment for Sports Business Leadership
The SBC Summit 2026 has ignited a surge of excitement across the sports betting, gaming, and technology industries following the announcement that Michael Jordan, Carsten Koerl, and Jason Robins will lead the opening keynote on Tuesday, 29 September, 2026. This unprecedented gathering of three titans—a global sports icon, the founder of the world’s leading sports data company, and the CEO of America’s largest sportsbook operator—has driven delegates to secure their spots rapidly, with premium Super Stage tickets already in high demand.
SBC CEO and Founder Rasmus Sojmark called the keynote a milestone moment for the sector. “This is the biggest keynote ever hosted on a European stage, and it’s history in the making,” Sojmark said. “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.”
Why This Keynote Matters
- Unprecedented star power: Michael Jordan’s presence signals the mainstreaming of sports betting and iGaming as legitimate global industries.
- Insight from industry architects: Koerl’s Sportradar and Robins’ DraftKings have reshaped how sports data and betting operate worldwide.
- Leadership themes that transcend sectors: The discussion will cover scaling businesses, decision-making under pressure, and navigating change in fast-moving markets—topics relevant to any executive.
Ticket Options: How to Secure Your Seat for the Super Stage
To accommodate the surge of interest, SBC has created two dedicated Super Stage ticket tiers alongside existing passes. Both options provide access to the keynote and all Super Stage sessions, but differ in seating proximity and added perks.
| Ticket Type | Price | Seating | Included Access | Exclusive Benefits |
|---|---|---|---|---|
| Super Stage Pass | €199 | Standard seating (limited to 2,000 seats) | All Super Stage sessions + exhibition floor | None |
| Super Stage Golden Circle Pass | €499 | Premium seating (only 500 seats) | All Super Stage sessions + exhibition floor | INFINITY Lisbon closing party featuring Tiësto and Blasterjaxx |
What’s Included in Each Ticket?
- Super Stage Pass (€199): Offers a reserved seat in the main auditorium for the “Leadership in Sports Business” keynote, plus entry to every Super Stage session throughout the summit. You also gain access to the expansive exhibition floor, where hundreds of exhibitors from sports, betting, gaming, payments, marketing, and technology will showcase innovations.
- Super Stage Golden Circle Pass (€499): Places you among just 500 attendees in the closest seats to the stage for the keynote and all Super Stage events. Beyond that, you receive a pass to the exclusive INFINITY Lisbon closing party, headlined by world-renowned DJs Tiësto and Blasterjaxx—a networking event that alone is a major draw.
How These Fit with Existing Passes
SBC Summit 2026 also offers its standard Conference, Business, and VIP passes, which include full access to the keynote and all five conference stages. Affiliate Leaders Summit attendees automatically have keynote access as part of their ticket. However, if you want premium seating for the keynote, you can upgrade to the Super Stage Golden Circle Pass regardless of your base pass.
Tip: With only 2,000 standard Super Stage seats and 500 Golden Circle seats available, early purchase is strongly recommended—especially for Golden Circle passes, which are likely to sell out first.
The Keynote: Format, Host, and Panelists
When and Where
- Date: Tuesday, 29 September 2026 (opening day of SBC Summit)
- Time: 12:00 – 13:00 (1 hour)
- Location: Super Stage, SBC Summit 2026, Lisbon, Portugal
- Host: Kirsty Gallacher, renowned sports broadcaster and presenter
The Panelists
- Michael Jordan – Basketball icon, philanthropist, investor, and owner of the Charlotte Hornets. His presence alone elevates the event beyond typical industry confabs, offering insights on leadership, brand-building, and high-stakes decision-making.
- Carsten Koerl – Founder and CEO of Sportradar, the global leader in sports data and integrity services. Koerl’s perspective on scaling a data-driven business and navigating regulatory complexity is invaluable.
- Jason Robins – Co-founder and CEO of DraftKings, one of the world’s largest sports betting and daily fantasy sports operators. Robins will share lessons from building a company that went from startup to Nasdaq-listed powerhouse.
Discussion Themes
The hour-long conversation will dive into:
- Scaling global businesses – How each panelist took their organization from idea to international force.
- Making decisions under pressure – Real-world examples of critical choices in high-stakes environments (e.g., Jordan’s game-winning shots, Koerl’s data integrity crises, Robins’ regulatory battles).
- Steering through change – Adapting organizations in fast-evolving sports and technology markets.
- Sports betting and iGaming convergence – How these sectors are increasingly collaborating, from data sharing to cross-platform integration.
SBC Summit 2026 at a Glance
Event Scope
- Expected attendance: Over 40,000 industry professionals
- Covered sectors: Sports, betting, gaming, payments, marketing, affiliation, technology, and media
- Key venues: Five conference stages, exhibition floor, Super Stage (main auditorium)
Additional Sports Stars Confirmed
Since the keynote announcement, SBC has added more sports talent to the roster. Charles Oliveira, the UFC lightweight champion and holder of the UFC’s all-time records for most finishes, submission wins, and post-fight bonuses, will appear across two days as an Aviator brand ambassador courtesy of award-winning game developer SPRIBE. Another high-profile sports figure is expected to be announced soon.
Why This Summit Matters for the Industry
The SBC Summit has grown from a niche gathering into the world’s largest sports betting and iGaming conference. The 2026 edition, with its headline keynote, underscores the industry’s maturation:
- Mainstream crossover: Michael Jordan’s involvement signals that sports betting is no longer a fringe topic—it’s a legitimate, billion-dollar ecosystem attracting icons from traditional sports.
- Data-driven future: Carsten Koerl’s Sportradar represents the backbone of modern sports betting: real-time data, integrity monitoring, and analytics.
- U.S. market expansion: Jason Robins’ DraftKings has been a trailblazer in the post-PASPA U.S. market, and his insights will guide international operators eyeing American expansion.
Practical Advice for Delegates
How to Choose Your Ticket
- If you want affordable access to the keynote and exhibition: Choose the Super Stage Pass (€199).
- If you value proximity to the speakers and want to network at the closing party: Choose the Super Stage Golden Circle Pass (€499).
- If you already have a Conference, Business, VIP, or Affiliate Leaders pass, you don’t need to purchase a separate pass to hear the keynote—but upgrading to Golden Circle gives you premium seating and party access.
What to Prepare
- Networking goals: With 40,000 attendees, pre-book meetings through the SBC app.
- Content priorities: The keynote is at 12:00–13:00; plan your other sessions around it.
- Travel logistics: Lisbon in late September is mild (20–25°C). Book accommodation early, as hotels fill quickly.
Conclusion
SBC Summit 2026 is shaping up to be a defining event for the sports business, betting, and iGaming sectors. The Michael Jordan, Carsten Koerl, and Jason Robins keynote is a once-in-a-career opportunity to hear from leaders who have shaped the modern landscape. With tickets selling fast—especially the limited Super Stage and Golden Circle passes—delegates are urged to act swiftly.
Related guides
- $1.35B Mega Millions Winner Drops Lawsuit: The Cost of Anonymity in a Record Jackpot
- $167M Powerball Winner Arrested for Fifth Time: A Cautionary Tale of Sudden Wealth
- $20 Ticket Turns into a $2M Payout in Illinois
- $320M Powerball Hopeful John Cheeks Still Fighting for Website Error Jackpot: A Comprehensive Guide to the Ongoing Legal Battle
- $4.6M Child Modeling Fraudster Blew Stolen Cash on Gambling, Taylor Swift Tickets