SBC Summit 2025 kicks off in Lisbon with record 30,000 attendees expected

SBC Summit 2025 is expected to welcome 30,000 attendees at the Feira Internacional de Lisboa and MEO Arena, marking its largest edition to date with a 20% year-on-year growth. The event, which kicks off today and runs until Thursday, 18th, will also debut new features addressing the industry’s urgent priorities.

With participants from more than 130 countries, the Summit will achieve its widest international reach so far, featuring Global & Emerging Markets stages and regional networking zones to highlight opportunities in Africa, Latin America, Asia, Europe, the Middle East, and North America. It will also debut Tech Academies offering hands-on learning in AI, blockchain, gamification, and marketing.

From visionary technologists and high-profile entrepreneurs to football legends and world champions, SBC Summit will bring a lineup of personalities ready to spark discussions that transcend the exhibition hall. Expectations are high, with this year’s edition promising to go far beyond business.

The exhibition floor, conveniently divided into themed zones to ease navigation across 700 exhibitors and 135,000 square meters, will also feature lounges, interactive showcases, and nine Food Festival areas offering over 40 options.

The show will also host celebrity appearances and guided tours by the likes of award-winning artist Jordan Dawson, Portuguese actress and influencer Margarida Corceiro, and international football stars Cafu, Marco Materazzi, Claude Makélélé, and Marek Hamšík, among others.

Rasmus Sojmark, CEO and founder of SBC, commented: “Last year was a great success and taught us a lot, especially about what truly connects with attendees. This year, we’re focusing on the most important themes, from introducing new stages covering global and emerging markets to specialized academies in AI and marketing. And, of course, some superstar appearances to add that iconic SBC touch.”

Conferences and discussions

On the educational side, the six-stage conference program — now featuring the new Global & Emerging Markets stages — will bring together more than 550 industry experts, 44% of whom are senior executives. Key topics include affiliation and player protection, while the revamped Tech stage will focus on martech and payments, complementing the Payments Experts Summit.

The star-studded event will also see the return of the Super Stage at the MEO Arena. Speakers include Gary Vaynerchuk and Randi Zuckerberg, alongside a lineup of sports icons.

On September 16, Zuckerberg (founder and CEO of Zuckerberg Media and HUG) will deliver “StAI Ahead: Upleveling Yourself and Your Business with AI.” A former Facebook executive, she brings a unique perspective on the evolution from Web 2.0 to AI, offering practical guidance on seizing opportunities and managing risks in disruptive technology.

The following day, Vaynerchuk — the dynamic entrepreneur behind VaynerX and VaynerMedia — will present “Day Trading Attention.” Known for reshaping how brands connect with audiences, he will share his grounded views on storytelling, influencer marketing, collectibles, and other strategies thriving in today’s attention-driven economy.

The Super Stage will also feature inspiring talks from some of the biggest names in sports, including Oleksandr Usyk, Rubens Barrichello, and legendary footballers from the Legends Charity Game, such as Kaká, Edwin van der Sar, Roberto Carlos, Michael Owen, and Petr Čech.

In addition, the stage will host cutting-edge industry insights during a “Super CEO” session, featuring Daniel Taylor (CEO International, Flutter International), Neal Menashe (CEO, Super Group), Joanne Whittaker (CEO, Betfred), Jesper Svensson (CEO, Betsson Group), and Simon Lidzén (CEO & Co-Founder, Fast Track).

Focus on LatAm

Within the broad SBC Summit conference agenda, several sessions will focus on the Latin American market, including:

• LATAM Leaders. Latin America First: Local operators reinventing the game – Stage 1 (Sept 16, 12:00–12:40)

• Brazil Leaders Panel. The bubble that won’t burst: A look back at the sports betting launch – Stage 1 (Sept 16, 13:40–14:20)

• Peru and the impact of ISC: All eyes on the Andes – Stage 1 (Sept 16, 15:50–16:30)

• Mexico: Has the market matured or is there still a way to go? – Stage 1 (Sept 16, 16:50–17:30)

• Excellence under pressure: Evolving in a fast-moving space – Super Stage (Sept 16, 12:45–13:15)

Awards and Networking

In the evenings, the MEO Arena will transform into a stage for celebration with two major industry awards ceremonies. On Wednesday, September 17, the venue will host the first-ever Affiliate Leaders Awards, dedicated to recognizing brands driving innovation in the affiliate sector.

The following night, the industry will gather for the 12th edition of the SBC Summit Awards. Hosted by legendary goalkeeper Peter Schmeichel, the evening will honor the achievements of global operators and suppliers in payments, marketing, platform provision, and data.

The Affiliate Leaders Awards will also serve as the centerpiece of the expanded Affiliate Leaders Summit, which this year spans three days with a 40% larger exhibition floor, bringing together leading affiliate programs and operators all in one place.

To wrap up the week, delegates will gather Thursday night for the INFINITY Lisbon closing party, held at the MEO Arena. The finale will feature headline performances from electronic music icons ALOK and Timmy Trumpet, ensuring a dynamic conclusion to the Summit.