SBC Summit draws 40,000 attendees in Lisbon and keeps city as host through 2030

SBC Summit 2026 closed in Lisbon with 40,000 attendees, an increase of 34.5% on the previous year, SBC said. The company also reported that operator attendance rose 37% and participation by C-level executives grew 40.7%. SBC confirmed during the week that Lisbon will remain the host city for the Summit until 2030.

Among the 40,000 participants, the number of C-level executives rose from 5,969 to 8,398, a rate of growth above that of the event overall. Affiliate registrations increased by 71%. Attendance grew across all main international regions: 129.6% from Africa, 58.5% from North America, 44.3% from Asia, 32.3% from Europe and 10.7% from Latin America.

The event was held at the Feira Internacional de Lisboa and the MEO Arena and brought together operators, affiliates, suppliers, regulators, startups and investors from 178 countries. The exhibition featured 800 sponsors and exhibitors, alongside a conference and training programme with 600 speakers and an expanded range of CPD-certified learning opportunities.

SBC launched the Affiliate Leaders Summit, which drew 10,000 participants, including 6,000 affiliates and 3,000 representatives of operators, together with 150 exhibitors and sponsors. The African Gaming Forum made its debut, and the Global Prediction Markets Forum addressed regulation at the intersection of betting, financial markets and forecasting. Regulatory Gaming Meet-ups were organised with the International Association of Gaming Regulators and the International Masters of Gaming Law.

A keynote session featuring Michael Jordan, Sportradar founder and chief executive Carsten Koerl and DraftKings co-founder and chief executive Jason Robins drew 5,000 participants. The programme also included football journalist Fabrizio Romano and UFC champion Charles Oliveira, and industry speakers including Betsson Group chief executive Jesper Svensson, Allwyn Digital chief executive Kresimir Spajic, Flutter International chief strategy officer Tom Bowry, LeoVegas Group chief executive and co-founder Gustaf Hagman and Altenar chief operating officer and co-founder Dinos Stranomitis. The Script performed at the opening party and Tiësto at the INFINITY Lisbon closing party.

SBC chief executive and founder Rasmus Sojmark said the figures indicated a broader change in the composition of the Summit audience, with more senior executives, operators and industry segments of commercial value, not only a larger and more international public. He said SBC Summit remains first of all a trade fair and that the exhibition area continues to represent the heart of the event, and that the aim for 2026 was to improve the quality of the audience around the show floor. Sojmark said Lisbon is now part of the identity of SBC Summit and that the commitment through 2030 will allow earlier planning.

Lisbon mayor Carlos Moedas opened the Summit, and on the final day SBC formalised a new long-term agreement confirming the city as host until 2030. SBC Summit will return to the Feira Internacional de Lisboa and the MEO Arena from 21 to 23 September 2027.