SBC assembles industry veterans for million-euro charity event in Lisbon

SBC is set to host its most ambitious entertainment initiative to date with a high-profile charity event aimed at raising over €1 million ($1.17 million), scheduled for September 15, ahead of the SBC Summit 2025 in Lisbon.

The event, designed to showcase the gambling industry’s collective support for charitable causes, will bring together prominent figures from the global betting and gaming sector. The initiative will act as a curtain-raiser to the SBC Summit, which runs from September 16 to 18.

“It was important that we put together a great team for this event, which is why I’m delighted to have secured the talents of Shona, Thomas, and Russell,” said Rasmus Sojmark, SBC’s Founder and CEO. 

“This is one of the most exciting projects we’ve ever done at SBC and a brilliant opportunity to showcase the good causes that the gambling industry can support together. It’s going to make Lisbon the ultimate experience for the sector, and I can’t wait to launch it next week,” he added.

The project is led by event strategist Shona O'Donnell, who has held senior roles at iGaming Business, Clarion Events, and, most recently, Better Collective. She brings two decades of experience in organizing iGaming events.

“I’ve worked alongside SBC throughout many years of my career, so it is very exciting to work directly as part of the team for the first time on this fantastic initiative,” said O'Donnell. “Alongside keynotes such as Gary Vaynerchuk, this event will reinforce SBC Summit’s position on the global stage.”

Also joining the leadership team is Thomas Rasmussen, a former Betsson and Entain executive, who will handle marketing efforts. During his 12-year tenure at Betsson, Rasmussen managed €100 million-plus budgets and oversaw 13 marketing and commercial teams.

“It’s a pleasure to support Rasmus and the SBC Summit team on this amazing project,” said Rasmussen. “The younger version of me would never have believed that I would one day be working on something so iconic and helping raise such a large amount of money for charity it's going to be astounding.”

Russell Feingold, who has nearly 20 years’ experience in sport and charity events, is best known for producing the recent Soccer Aid 2025 at Old Trafford, which raised £15 million for UNICEF.

“Being involved from the outset of what promises to be a very successful new annual event is very exciting,” Feingold said. “Also, being able to do it in Lisbon alongside the SBC Summit is the icing on the cake.”

The event has already secured sponsorship from leading brands including Soft2Bet, Sportingtech, Vegas Legends, Spribe, IGP, and Alea, with further sponsorship opportunities still available.

For more information, interested parties can reach the team at:

Marketing – Thomas Rasmussen [email protected]

Sponsorship – Rasmus Sojmark [email protected]