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SBC Summit Lisbon 2026: Industry Leaders Clash with Brazilian Government Over Betting Ban, While Michael Jordan Steals the Spotlight

By jili tutorial · October 1, 2026

SBC Summit Lisbon 2026: Industry Leaders Clash with Brazilian Government Over Betting Ban, While Michael Jordan Steals the Spotlight

A Conference Opens Amid Regulatory Turbulence

The SBC Summit 2026 opened its doors in Lisbon on 29 September, just four days after Brazil’s government delivered what many in the industry consider a seismic blow. The Brazilian administration, led by President Luiz Inácio Lula da Silva, signed Provisional Measure No. 1.394 on 25 September, effectively banning fixed-odds betting, sports wagering, and online casino games across the country. The measure took effect immediately upon publication, leaving operators, integrity bodies, and investors scrambling to assess the damage.

The timing could not have been more charged. As delegates gathered in the Portuguese capital for one of Europe’s largest betting industry events, the fallout from Brazil’s dramatic regulatory reversal dominated corridor conversations, panel discussions, and keynote addresses. Executives from some of the industry’s most prominent companies — including Flutter Entertainment, Allwyn, and Betsson — used the platform to publicly criticise the decision, warning that prohibition would do little to address the underlying issues Brazil’s government claims to be solving.

Adding to the conference’s star power, basketball legend Michael Jordan took to the Super Stage alongside the CEOs of Sportradar and DraftKings, offering a rare glimpse into how a sporting icon views the intersection of athletics, technology, and the modern betting landscape. His appearance, combined with the regulatory storm brewing elsewhere, made day one of the summit one of the most consequential in the event’s history.

Brazil’s Betting Ban: The Details and Industry Fallout

Understanding Provisional Measure No. 1.394

To fully grasp the gravity of the situation, it helps to understand what the Brazilian measure actually does. The Provisional Measure bans the operation, offering, intermediation, and advertising of fixed-odds betting — a category that encompasses traditional sports betting as well as online casino games. The measure came into force on the day of its publication, leaving no grace period for operators to wind down operations or transition their business models.

The legal mechanics are worth noting. Under Brazilian law, a provisional measure acts as an emergency decree with immediate effect, but it has a limited shelf life. Allwyn, which holds a 36.75% stake in Kaizen Gaming — the operator behind the Betano brand — explained that the measure remains in force for up to 120 days, extendable by any congressional recess. Unless both houses of Brazil’s Congress ratify the measure within that window, it lapses automatically.

This creates a deeply uncertain environment for operators who had invested heavily in Brazil’s regulated market. The country represents one of the largest untapped betting markets in the world, with a population exceeding 200 million and a passionate sporting culture. Many international operators had obtained or applied for licences under the previous regulatory framework and were actively pursuing growth strategies built around compliance and player protection.

Operators Speak Out

The CEO panel on day one gave executives a chance to articulate their frustration in stark terms. Tom Bowry, chief strategy officer at Flutter International, did not mince words. He described the company as “very disappointed,” citing the substantial investment Flutter had made in building what it envisioned as a “sustainable, regulated, safe place for customers” in Brazil. Bowry argued that prohibition achieves none of those aims — a pointed reminder that regulated markets channel consumer demand away from black-market operators and toward environments with oversight, responsible gambling tools, and player protections.

Kresimir Spajic, CEO of Allwyn Digital, echoed that sentiment, admitting the ban caught his company off guard. He framed the measure as ineffective policy-making, stating that such an approach “doesn’t really help, it doesn’t resolve the problems.” For Allwyn, which had positioned itself prominently in the Brazilian market through its Betano investment, the move represents a direct hit on a strategic growth area.

Jesper Svensson, CEO of Betsson, took a broader view, characterising the decision as a systemic “trust issue.” He warned that the ban would “have a big impact… for a long period of time” — not just in financial terms, but in terms of confidence in Brazil as a market for legitimate investment.

The Integrity Perspective

The industry’s criticism was not limited to operators with commercial interests at stake. Emanuel Macedo de Medeiros, CEO of the Sport Integrity Global Alliance (SIGA), spoke from the perspective of sports leagues and integrity bodies rather than the betting industry itself. His remarks carried particular weight because SIGA’s mission centres on protecting the integrity of sport, not on defending gambling revenues.

Macedo de Medeiros criticised the Brazilian government for failing to engage with key integrity organisations before enacting the ban. SIGA, the International Betting Integrity Association (IBIA), IC360, and Sportradar were all excluded from the consultation process. He argued that dismantling the regulated market is not the answer to concerns about match-fixing or problem gambling. Instead, he called for a state that “acts responsibly with evidence and proportionality, and a credible transition.” His words underscored a recurring theme at the summit: the line between legitimate regulation and political expediency.

Michael Jordan on the Super Stage: A Legend’s Perspective on Modern Fan Engagement

A Meeting of Sporting and Commercial Titans

One of the most anticipated sessions of day one was the Leadership in Sports Business keynote, featuring Michael Jordan alongside Carsten Koerl, founder and CEO of Sportradar, and Jason Robins, co-founder, CEO, and chairman of DraftKings. Jordan serves as a special advisor to the boards of both companies, a role that blends his sporting legacy with the fast-moving world of sports data and betting technology.

The photographic moment of the three men backstage before the session — Jordan flanked by the two CEOs — was itself a study in the convergence of sports celebrity and betting industry power. Jordan’s involvement with Sportradar and DraftKings represents one of the highest-profile celebrity endorsements in the gaming sector, and his remarks on stage gave insight into why he chose to attach his name to these ventures.

What Jordan Said

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

This emphasis on authenticity reflects a broader lesson for any brand seeking celebrity partnerships — the audience can sense when a collaboration is transactional. Jordan’s carefully guarded personal brand, built over decades of competitive excellence and commercial success, depends on the consumer believing that his involvement signals genuine value.

His comments on the changing nature of fandom were arguably more significant for the industry. “After my work with both of these companies, I understand that consumers are more focused on the outcome,” Jordan observed. He framed this as a positive evolution: “I think it’s a good change because how the consumer wants to get involved in the sporting industry is far greater than what it used to be. Before, the fans would live seriously through the athletes. Now the fans are the athletes in terms of how they compete within the game.”

For an audience of betting industry professionals, those words validated the fundamental premise of their industry. The shift from passive spectatorship to active participation — placing bets, building fantasy teams, engaging in free-to-play games — represents a structural transformation in how fans relate to sport. Jordan, who built his career on competition, sees this as a natural extension of the sporting spirit rather than a degradation of it.

European Regulation: The Fight Against Illegal Gambling

EGBA’s Call for EU Intervention

Beyond Brazil, the summit turned its attention to regulatory challenges closer to home. Pierre Tournier, interim secretary general of the European Gaming and Betting Association (EGBA), used the platform to advocate for institutional action against illegal gambling across the European Union.

Tournier’s message was twofold. First, he argued that there is a compelling case for the European Commission to launch a formal investigation into illegal online gambling content across the EU. Second, he targeted the enabling infrastructure of the black market — specifically payment service providers that facilitate transactions for unlicensed operators.

This focus on payment providers is a strategic shift in the fight against illegal gambling. Instead of attempting to chase down individual rogue operators — a whack-a-mole exercise that consumes resources with limited lasting effect — EGBA seeks to cut off the financial oxygen supply. If payment processors face meaningful consequences for servicing unlicensed operators, the commercial viability of operating outside the regulated framework diminishes substantially.

Poland: A Market in Transition

A separate panel delved into the situation in Poland, where stakeholders estimate that approximately 1.2 million people are gambling illegally. That figure represents a significant leakage of consumer demand away from the state-controlled system and into the hands of unlicensed operators.

Maciej Kasprzak, managing director online at Totalizator Sportowy, Poland’s state-owned betting operator, highlighted the trust deficit that drives consumers toward illegal offerings. “We do a lot of surveys, a lot of research, and it says that the product is trustworthy,” he said. His assertion was paired with an acknowledgment that building consumer trust requires sustained investment in responsible gaming measures — not just marketing.

Justyna Grusza-Głębicka, director of the Institute for Gambling Regulation Foundation, struck a cautiously optimistic note, suggesting that “the will for dialogue” exists among regulators and policymakers. Whether that willingness translates into meaningful reform remains to be seen, but her comments hinted at a more collaborative environment than the industry has historically experienced in Central and Eastern Europe.

The CEE Panel: Stability in an Unstable Landscape

Regulatory Risk as the Overriding Concern

One of the most substantive sessions of the day brought together operators active in Central and Eastern Europe (CEE) to discuss the region’s outlook. The overriding theme was regulatory stability — or, more accurately, the lack of it.

Irakli Asanishvili, CEO of Flutter CEE, reflected on the mixed picture across the region. “There are exciting opportunities across the region, but I can’t pinpoint specific markets,” he admitted. His caution was rooted in a straightforward observation: Brazil’s sudden reversal demonstrates that regulatory environments can change overnight, regardless of prior commitments. “We also need to think about the future of the market from a regulatory standpoint — you’ve seen what’s happened in Brazil.”

Bojan Scekic, CEO of Balkan Bet, was more blunt. “We are all thinking about stability, because regulators can basically shut us down.” That sentence captured the existential vulnerability felt by every operator in the region. The logic of investment — build a compliant business, follow the rules, earn consumer trust — collapses if the regulatory rug can be pulled at any moment.

Poland and Hungary as Opportunities

Despite the emphasis on risk, the panellists identified specific markets with genuine upside. Mikolaj Cymerman, chief commercial officer at Entain CEE, singled out Poland as a market he watches closely, expressing interest in whether “the political will” exists to create a competitive, licensed market beyond the current state monopoly. His framing was careful — Poland has attracted operator interest for years, but the structural barriers remain significant.

Cymerman also pointed to political changes in Hungary as a potential opening. Scekic amplified that point with characteristic candour: “If you’re a CEE operator, and your answer to being interested in Hungary is ‘no,’ then you are straight up lying.” The remark drew knowing laughter from the audience, acknowledging that public posturing and private ambition often diverge when it comes to specific markets.

The Retail Question: Dying Dinosaur or Essential Brand Asset?

The panel also produced a genuine debate about the role of physical retail in an increasingly digital era. Scekic offered a defence of brick-and-mortar operations that went beyond conventional wisdom. “Having a retail estate is not just cash related, it’s brand related, things like having interactions at the point of sale,” he said. In his view, the physical presence creates touchpoints that build customer loyalty and support the online operation.

Asanishvili presented a more digitally native perspective. “I fully believe that humans operate on convenience. If you can build something that customers think is more convenient, there’s going to be more demand for it. If you can build brand, trust, and have a variety of payment channels, I don’t see why you can’t be successful without a major retail presence.”

Ionut-Valeriu Andrei, CEO of Loteria Română, offered a bridge between these positions. He argued that retail and online are not competing channels but complementary ones. “The future is omnichannel,” he said. His data point was striking: Romania now sells over 50% of its lottery tickets online, up from just 15% three years earlier. Yet he cautioned against abandoning the physical channel: “We were nervous about killing the retail. But it is still very important as so many Romanians still use cash.”

Betting and Taxes in the UK: A Warning from Flutter

The Spanish Analogy That Struck a Chord

Tom Bowry of Flutter International also weighed in on UK tax policy, urging the government to consider the betting industry’s broader economic contribution. His comments touched on employment, tax revenues, and the role of betting shops on the high street — a topic that has become politically sensitive in recent years.

His most memorable line drew on a historical analogy: “A king dies every five or six years, and we’re pretty keen to make sure that’s not us.” The remark referenced the long European tradition of monarchies taxing and regulating gambling heavily — sometimes banning it outright — and the periodic cycles of political pressure that threaten the industry’s existence. It was a wry reminder that the industry operates at the pleasure of the state, and that ongoing engagement with policymakers is a matter of survival, not just preference.

World Cup Insights, Player Props, and Consumer Flexibility

The Biggest Betting Event Ever

Malachy Rooney, head of football strategy and pricing at Flutter, provided a more tactical perspective on the betting business. He reflected on the most recent World Cup as “the biggest betting event we’ve ever seen,” attributing that milestone to two converging trends: the explosive growth of player prop betting and the amplification effect of social media.

Player props — bets on specific outcomes involving individual players, such as shots on target, assists, or over/under goal contributions — have transformed the sports betting experience. They offer a granular level of engagement that traditional match-level markets cannot match. Combined with the real-time conversation happening on social media platforms, player props create a continuous feedback loop of engagement that keeps bettors invested throughout an event, not just at kick-off.

Rooney also sounded a note of caution about product development. “Customers want flexibility. They want to bet on the new thing. But we build these and figure out with our compliance teams what we are actually allowed to do to understand what is viable.” This tension between innovation and compliance is central to operating in a regulated environment.

Michael Foster, group head of gaming and commercial strategy at Fortuna Entertainment Group, articulated the frustration many operators feel. “The hinge has always been the lack of consistency in regulation for us. We simply can’t offer products at times we’d like to as regulation moves more slowly. We want to offer a competitive product, not defraud customers.”

Broadcasting, Data, and Horse Racing: The End of an Era?

The Death of Linear Broadcasting?

Sam Sadi, CEO of LiveScore Group, opened the discussion with a provocative claim: “I think we can conclude that the traditional linear broadcasting of sport is extinct.” His argument was not that sport itself is dying, but that the traditional television model of scheduled broadcasts has been superseded by on-demand, multi-platform consumption. “There are different ways of consuming the sport, but you can only survive if you are extending your content into YouTube, social, and different areas of the ecosystem.”

Pavel Krbec, CEO of Flashscore, offered a counterpoint. “Traditional broadcasters like ESPN and Disney are building their own platforms,” he observed — suggesting that the incumbent players are adapting rather than disappearing. The reality is likely somewhere between these positions: the broadcast model is evolving into something multi-platform and interactive, but the major rights holders remain powerful forces in the media landscape.

Horse Racing’s Data Problem

Marty Tripp of BetMakers Technology identified a specific failure in horse racing’s data ecosystem. “The data supply for horseracing remains too rigid and inconsistent. Too many niche suppliers handle just one or two fixtures.” The fragmentation of data sources makes it difficult for operators to offer the kind of seamless, comprehensive coverage that bettors have come to expect from football and tennis.

Eugene Delaney of PA Betting Services highlighted the knock-on effect for in-play betting. “Racing is still far behind other sports, such as football and tennis, when it comes to in-play betting.” Live betting requires reliable, high-frequency data feeds — a requirement that the racing industry’s current infrastructure struggles to meet.

Josh Sparke of Podium suggested that free-to-play products could offer a solution for engaging new audiences without requiring the full complexity of live betting infrastructure. Meanwhile, Mario Silva of Betclic offered a memorable analogy: a sportsbook without good data is like “a fancy car, but if it has no fuel, there’s no point.” Hristo Spasov, trading director at Nederlandse Loterij, pointed to artificial intelligence as the future of data validation, odds generation, and player behaviour prediction.

Key Takeaways from Day One

A Sector Under Pressure

Day one at SBC Summit Lisbon 2026 confirmed that the betting industry is navigating a contradictory moment. On one hand, consumer interest in sports betting has never been higher — Jordan’s observations about fans becoming active participants rather than passive observers were validated by the World Cup’s record-breaking betting volumes. On the other hand, regulatory risk has rarely been more acute. Brazil’s sudden ban, the ongoing challenges in Poland, and the broader uncertainty across CEE markets all point to a sector that cannot rely on regulatory goodwill.

The Political Battle Ahead

The industry’s response to Brazil shows both the limits of its influence and the arguments available to it. No one at the summit defended the right to operate outside regulation. Instead, the consistent message was that regulated markets work — they protect consumers, generate tax revenue, and channel demand away from illegal operators. Whether Brazilian legislators listen, and whether other governments take a similar path, will define the industry’s trajectory for years to come.

The conference continues in Lisbon for another two days, with more sessions on regulation, technology, and market development. But if day one is any indication, the conversation will be shaped by the fundamental tension between the industry’s commercial momentum and the political currents threatening to slow it down.