SBC Summit 2026 Super Stage: A Deep Dive into the Headline Acts, Strategic Sessions, and How to Attend

SBC Summit 2026 Super Stage: A Deep Dive into the Headline Acts, Strategic Sessions, and How to Attend

Introduction: The Super Stage Returns to Lisbon

When the SBC Summit returns to Lisbon from 29 September to 1 October 2026, all eyes will once again be on the Super Stage inside the iconic MEO Arena. Since its debut in 2024, this stage has become the conference’s crown jewel—a space where sporting legends, tech pioneers, and gaming executives share the same platform to discuss leadership, resilience, and the future of an industry in constant motion.

The 2026 lineup is arguably the most ambitious yet. From basketball royalty to UFC champions, from football’s most trusted insider to the founders who built multi-billion-dollar betting platforms, the Super Stage promises two days of unscripted conversations that go far beyond typical industry panels. This guide breaks down every major session, the speakers behind them, the strategic context, and exactly how you can secure your seat.

What Makes the Super Stage Different? A Quick Background

The Super Stage isn’t just another conference track. Launched in 2024, it was designed to bring cross-industry perspectives into the betting and gaming world. Previous editions have featured:

• Sir Tim Berners-Lee – inventor of the World Wide Web
• Tony Hawk – skateboarding icon and entrepreneur
• Oleksandr Usyk – unified heavyweight boxing champion
• Gary Vaynerchuk – digital marketing mogul and investor

The philosophy is simple: the most valuable lessons don’t always come from within your own sector. A basketball player’s mindset under pressure, a journalist’s approach to trust, or a UFC fighter’s recovery from defeat can be just as relevant to a CMO or product lead as a traditional industry keynote.

As Rasmus Sojmark, CEO and Founder of SBC, puts it: “What makes the Super Stage special is the people you get to hear from. These are people who have reached the very top of their fields, and there is something really valuable about hearing them speak openly about the decisions, challenges and experiences that shaped them. That is what the Super Stage is about: giving people access to those stories, lessons and moments of inspiration.”

Day 1 (Tuesday, 29 September): Leadership, Strategy, and Boardroom Debates

12:00–13:00 | Leadership in Sports Business: Jordan, Koerl, and Robins in Conversation

The opening session is a heavyweight collision of three figures who have each redefined their corner of the sports and gaming universe:

Michael Jordan – Basketball Icon, Investor, Philanthropist

No introduction needed. Jordan’s post-playing career includes ownership of the Charlotte Hornets (now sold), a massive portfolio of endorsements, and investments across sports tech and hospitality. His insights on competitive longevity and brand building are legendary.

Carsten Koerl – Founder & CEO, Sportradar

Koerl built Sportradar into the global leader in sports data and integrity services. The company powers everything from live betting odds to official league data distribution, working with the NBA, UEFA, and FIFA. His perspective on how data is reshaping fan engagement is among the most informed in the industry.

Jason Robins – Co-Founder, CEO, and Chairman, DraftKings

From a small startup in Boston to a NASDAQ-listed giant, Robins has navigated DraftKings through the explosive growth of US sports betting. He’s known for his unapologetic focus on product innovation and customer acquisition, even when regulatory headwinds were fierce.

Hosted by: Kirsty Gallacher – broadcaster and journalist known for her work across UK sports television.

What to Expect

This isn’t a Q&A about “the good old days.” Expect a forward-looking conversation about:

• The convergence of sports media and betting
• How technology is changing the fan experience in real time
• The role of data in athlete performance and fan personalisation
• The future of sports ownership and investment

12:30–13:20 | Super CEO Panel: The Industry Speaks

A rare format where six of gaming’s most senior executives step out of the boardroom and into the spotlight. The panel is designed to surface strategic debates usually kept behind closed doors.

Moderated by: Dinos Stranomitis (Director & CEO, Altenar)

Key Themes on the Agenda

• AI and Automation: How are operators using machine learning for personalisation, risk management, and responsible gambling?
• Regulatory Fragmentation: With new rules emerging across Europe, North America, and Latin America, how do CEOs balance compliance with innovation?
• Prediction Markets and New Verticals: Are sportsbooks becoming broader exchange platforms? What’s the real potential of political and entertainment betting?
• Responsible Growth: How can companies expand into new markets without compromising on player safety or brand trust?

This is a session for senior decision-makers, investors, and operators who want to hear candid takes on the industry’s biggest unknowns.

Day 2 (Wednesday, 30 September): Athletes, Storytelling, and Founder Journeys

12:00 | Charles Oliveira: Championship Mentality and the Power of Athlete Branding

Former UFC lightweight champion Charles Oliveira arrives on the Super Stage as a brand ambassador for Aviator, the flagship product from award-winning game developer SPRIBE. This partnership itself is a case study in how betting and gaming brands are increasingly turning to athletes with authentic narratives to reach global audiences.

What Oliveira Will Discuss

• Performance Under Pressure: How he prepares mentally for fights where one mistake ends everything
• Resilience and Comebacks: Oliveira’s career has been defined by setbacks—losses, injuries, weight cut issues—and how he has repeatedly returned stronger
• Routines and Discipline: The daily habits that support sustained success at the elite level
• The Future of UFC and MMA: The sport’s global expansion, new talent pipelines, and the role of data and media

Why This Matters for Gaming Executives

The crossover between combat sports and online betting is massive. UFC events are consistently among the most bet-on sporting events globally. Oliveira’s session, however, will go beyond “betting on fights” to explore how authentic athlete-brand partnerships create emotional connections that marketing teams can’t fabricate.

13:15 | Here We Go: Fabrizio Romano on Trust, Speed, and the Business of Breaking News

Few names in football media carry the weight of Fabrizio Romano. With over 25 million followers across social platforms, he has transformed transfer reporting into a real-time global phenomenon. His trademark “Here We Go” is now shorthand for a deal that’s done.

In conversation with: Lasha Machavariani, Founder of SMH Global.

Session Themes

• Building a Media Brand on Truth: Romano’s approach to verification in an era of misinformation
• The Economics of Breaking News: How speed creates value—and how accuracy sustains it
• Creator Partnerships: How football influencers and betting brands can collaborate without damaging credibility
• Fan Attention and the Future of Football Media: Where audiences are shifting (TikTok, YouTube, WhatsApp channels) and what that means for sponsors and operators

The Betting Connection

Romano’s audience overlaps heavily with sports bettors. His insights on what content drives fan engagement are directly actionable for CRM teams, affiliate marketers, and brand strategists.

Founder Stories: Inside the Journeys of Gaming’s Builders

The Super Stage also dedicates time to the entrepreneurs who created some of the industry’s most influential companies.

What Makes These Stories Valuable

• The Pivot Points: Nearly every successful founder has a “almost went under” story. Hearing how they recovered is often more instructive than hearing about the wins.
• Market Choice and Timing: Why Georgia? Why Malta? Why the US at that particular moment?
• Scaling Culture: How do you maintain a founder’s mindset when you’re managing hundreds or thousands of employees?
• Diversification vs. Focus: Badalyan’s model of building an ecosystem is a counterpoint to the “one product, one market” approach.

The Global Expansion of the AFA Brand: Lessons from Argentina’s Football Triumph

The Argentine Football Association (AFA) has undergone one of the most remarkable global brand transformations in sports. This session features:

• Sergio Goycochea – AFA Legend, former goalkeeper, and one of the most recognisable faces in Argentine football
• Leandro Petersen – Former Chief Commercial & Marketing Officer at AFA

The Context

Since 2017, AFA has aggressively expanded its international presence, moving beyond South America to build fan bases in Asia, the Middle East, and Europe. The on-field success is undeniable: the national team won the 2022 FIFA World Cup and reached the 2026 final, finishing as runners-up.

Key Discussion Points

• How to Monetise a National Team’s Emotional Equity
• Licensing, Merchandise, and Global Partnerships – What works in football versus other sports?
• Digital Engagement – How AFA has used social media to turn occasional fans into year-round followers
• Transferable Lessons – What can clubs, leagues, and even betting brands learn from AFA’s playbook?

This session offers a rare look at sports brand strategy from the inside, not just from a marketing textbook.

Practical Information: Tickets, Passes, and Venue Access

Which Pass Do You Need?

The Super Stage is included for delegates with:

• Conference Pass
• Business Pass
• VIP Pass

If you’re attending with an Expo-only pass, or you’re purchasing a day ticket, you can still access the Super Stage via two dedicated options:

Event Essentials

• Dates: 29 September – 1 October 2026
• Venues: Feira Internacional de Lisboa & MEO Arena, Lisbon
• Expected Attendance: 40,000+ professionals
• Sectors Represented: Betting, gaming, payments, affiliation, marketing, technology, and media

The Golden Circle Pass is particularly appealing for networking-focused attendees—the front-row seating isn’t just about visibility; it’s about being close to speakers during and after sessions, increasing the chance of informal conversations.

Why You Should Attend the Super Stage: A Strategic Checklist

If you’re still deciding whether to allocate budget and time, consider these practical benefits:

1. Cross-Industry Learning: The Super Stage deliberately brings in non-gaming voices. The lessons from Jordan’s ownership or Romano’s media strategy are directly applicable to brand building, customer trust, and content marketing.

2. C-Level Access: Panels like the Super CEO Panel offer a concentrated dose of high-level strategic thinking that would take months to gather through meetings.

3. Networking Density: The Golden Circle area and the INFINITY Lisbon after-party are designed for serendipitous connections. The people who buy these tickets are typically founders, operators, and senior investors.

4. Trend Spotting: From prediction markets to athlete-brand partnerships, the topics chosen for the Super Stage are a reliable indicator of where the industry’s focus will shift over the next 12–18 months.

Conclusion: The Super Stage as a Bellwether for the Industry

The 2026 Super Stage lineup reflects a broader trend in sports and gaming: the boundaries between athletes, media, technology, and betting are dissolving. Michael Jordan isn’t just a basketball player; he’s a brand and investor. Fabrizio Romano isn’t just a journalist; he’s a distribution platform. Charles Oliveira isn’t just a fighter; he’s a trust signal for a game development company.

For attendees, the Super Stage offers a rare opportunity to hear these figures speak without the filter of media training or corporate PR. The sessions are designed to elicit honest stories, hard-won lessons, and sometimes uncomfortable truths. That’s the value proposition—and it’s why this stage has quickly become the most sought-after ticket at SBC Summit.

Whether you’re a C-suite executive looking for strategic clarity, a founder seeking inspiration, or a marketer hoping to understand the new language of fan engagement, the Super Stage has something substantial to offer. The question isn’t whether to attend—it’s which sessions you can afford to miss.

For more details on tickets and the full conference agenda, visit the official SBC Summit website.

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