Not every attendee is coming to our events for the same reason.

Some want to see Michael Jordan, Carsten Koerl, and Jason Robins share the Super Stage. Some are prioritising learning and want to fit in as many sessions as possible. Others are on the lookout for new slots to add to their portfolio. Some are trying to meet regulators from markets they’ve been eyeing, while others are packing their schedules with as many meetings and new connections as they can.

The possibilities (and the reasons for attending) are endless.

The right ticket is not necessarily the most expensive one. It is the pass that gives you access to the experiences that matter most to you, without paying for features that don’t align with your business objectives.

That’s why SBC Summit and Affiliate Leaders Summit offer a range of ticket options, whether you’re looking for free exhibition access or the full VIP experience.

Following recent updates to SBC Summit 2026, including the announcement of the Leadership in Sports Business keynote and the launch of two dedicated Super Stage passes, this guide will help you choose the ticket that best matches what you want to achieve in Lisbon.

I Want to See the Michael Jordan, Carsten Koerl and Jason Robins Keynote

If you’re working in the gaming industry, the chances are you’ve probably already seen the announcement that this year’s SBC Summit will be headlined by Michael Jordan, Carsten Koerl, and Jason Robins.

Taking place on the MEO Arena’s Super Stage, the Leadership in Sports Business keynote session is your chance to see Basketball icon, investor and philanthropist Michael Jordan share the stage with Carsten Koerl, Founder and CEO of Sportradar and Jason Robins, Co-Founder and CEO of US betting and gaming giant DraftKings. 

Hosting the session will be former Sky Sports News presenter, broadcaster, and journalist, Kirsty Gallacher.

So, how do I get access to the Super Stage?

To reflect the calibre of this year’s headliners, SBC Summit has introduced two new passes designed to guarantee your seat inside the MEO Arena:

• Super Stage Pass (€199): Includes standard seating for Leadership in Sports Business, access to every other Super Stage session and entry to the SBC Summit exhibition floor.
• Super Stage Golden Circle Pass (€499): Includes one of just 500 premium (Golden Circle) seats located at the front of the Super Stage, giving you a closer view of the keynote. The pass also includes access to every Super Stage session, the exhibition floor and INFINITY Lisbon, our EDM-styled closing party featuring Tiesto and Blasterjaxx.

The two dedicated Super Stage passes aren’t the only way to secure your place for this landmark keynote.

If you’re attending SBC Summit with a Conference, Business or VIP Pass, your access to the Leadership in Sports Business keynote is already included. The same applies to delegates with an Affiliate Leaders Summit pass, who will also be able to take their seat inside the MEO Arena for this once-in-a-generation session.

However, if you don’t hold one of these passes (or if witnessing history from one of the best seats in the house is worth the upgrade), the two new Super Stage passes are well worth considering (plus the Golden Circle pass also includes entry to INFINITY Lisbon, so it may be a deal that you want to consider)

I Want the Complete SBC Summit Experience

Best ticket match: VIP Pass, €999

If you want to experience everything SBC Summit has to offer without compromises, the VIP Pass is the one for you.

From the Leadership in Sports Business to every conference session, networking opportunity and social event, this pass gives you unrestricted access to the complete SBC Summit experience.

More importantly, it lets you make the most of the three days you’ll spend in Lisbon. Instead of choosing between sessions, missing networking opportunities or spending time organising logistics, you’ll have access to every part of the event, giving you the freedom to build your agenda around the opportunities that matter most.

It also removes the small frictions that can eat into your day. 

Breakfast, lunch and refreshments are included at our Food Festival, while the exclusive Gold Lounge provides a quieter, more premium setting to host meetings or catch up between sessions. Combined with networking tools through SBC Connect, it’s the pass designed for delegates who want to maximise every hour they’re in Lisbon.

For a full list of everything that’s included, click here.

If you’re travelling internationally, investing three days away from the office and planning to make the most of the Greatest Show in Gaming, the VIP Pass quickly becomes less about spending more and more about ensuring you don’t miss the opportunities you’ve travelled for.

Of course, not everyone needs the complete package. Some delegates are coming primarily for the conference agenda, while others are focused on networking, meetings or exploring the exhibition floor. That’s where the rest of our ticket options come in.

I Want to Learn as Much as Possible

Best ticket match: Conference Pass, €599

If your goal is to fill your notebook rather than your meeting calendar, the Conference Pass is the obvious choice.

Over three days, you’ll have the freedom to move between six conference stages, exploring everything from sports betting and casino to payments, technology and regulation, before joining the industry’s biggest names on the Super Stage for the Leadership in Sports Business keynote and other headline sessions.

Better still, SBC Summit’s conference programme is CPD-accredited, meaning the time you invest in learning can also count towards your Continuing Professional Development, allowing you to gain recognised CPD credits while staying ahead of the industry’s latest trends and developments.

Beyond the conference programme, your pass also includes:

• Entry to all four exhibition halls
• Post-event access to recorded conference sessions through SBC Connect
• Basic access to SBC Connect to plan your schedule
• Access to Festival Square and its bars and social spaces

Want to Turn Insight into Practical Skills?

Consider upgrading to Education+.

While the conference programme is designed to keep you informed, Education+ is built to help you put those insights into practice. Through a series of CPD-accredited Tech Academies and Masterclasses, you’ll take part in hands-on sessions, interactive workshops and expert-led discussions focused on skills you can apply as soon as you’re back at work.

The Education+ upgrade costs €249 per academy/masterclass.

Learn more about Education+ here.

I Want to Meet the Right People

Best ticket match: Networking Pass, €599

At an event with more than 40,000 attendees, successful networking isn’t about meeting as many people as possible. It’s about meeting the RIGHT people.

The Networking Pass is built for delegates who want to replace chance encounters with purposeful connections.

Rather than hoping to bump into the right operator, supplier, regulator or affiliate, you’ll have access to a structured networking programme designed to help you plan your time, arrange meetings in advance and connect with the people most relevant to your business.

Walk into Lisbon with meetings already in your calendar, choose the networking formats that best suit your objectives, and spend less time searching for opportunities and more time having valuable conversations.

Here’s what our curated networking programme looks like:

• SBC Connect Meets: Pre-arranged one-to-one meetings with relevant operators, suppliers, affiliates, regulators and investors. How? We give you full access to our official event app, SBC Connect and allow you to reach out to people and book meetings starting August 24.
• Speed Networking: Fast-paced, structured conversations designed to introduce delegates to a dozen potential contacts in one session.
• Regulatory Gaming Meetups: 21 market-focused discussions connecting attendees with regulators, legal experts and regional industry leaders. A rare opportunity to not just hear about regulation during a conference panel, but meet with the people driving them and ask your questions.
• Show Floor Tours: Guided tours helping delegates discover suppliers and products linked to specific areas of interest. So if you want to meet new game providers, there’s a tour for that. If you’re on the lookout for compliance solutions, that’s on the list too. Handy and convenient.
• Smart Connect: Curated introductions designed to match operators with suppliers relevant to their business goals. Participating operators and suppliers will receive a schedule of pre-arranged meetings. It’s as direct as it gets.

Your networking doesn’t stop there. The Networking Pass also includes:

• Exhibition floor access, giving you the opportunity to meet exhibitors, sponsors and thousands of attendees across four exhibition halls.
• Advanced SBC Connect, allowing you to schedule meetings before the event and stay in touch throughout the three days.
• Access to the SBC Connect Lounge, a dedicated space for pre-arranged meetings away from the exhibition floor.
• SBC Connect Badge Scanner, making it easy to exchange contact details without relying on business cards.
• Entry to the SBC Summit Opening Party
• Entry to INFINITY Lisbon, featuring Tiësto and Blasterjaxx.

I Want Networking and Learning

Best ticket match: Business Pass, €799

If your days at SBC Summit are likely to alternate between conference sessions and client meetings, the Business Pass is built for you.

It combines full access to the six-stage conference agenda with SBC Summit’s structured networking programme, giving you the flexibility to discover new insights, meet prospective partners and grow your business; all without having to choose one over the other.

Whether you’re attending a panel on Brazil’s regulatory landscape in the morning, meeting a supplier over lunch and joining a Regulatory Gaming Meetup later that afternoon, the Business Pass ensures you can make the most of every opportunity Lisbon has to offer (AND you get access to the evening networking events too).

To see what the Business Pass includes, click here.

I Want to Explore the  Exhibition Floor

Best ticket match: Expo Pass, €0

If your priority is discovering new products, exploring the latest innovations and having conversations with exhibitors, the Expo Pass is all you need—and it’s completely free.

With access to all four exhibition halls, you’ll be able to meet hundreds of exhibitors spanning sports betting, casino, payments, player protection and every other corner of the gaming industry. Whether you’re looking for your next technology partner, exploring new solutions or simply want to understand where the industry is heading, the exhibition floor offers plenty to discover.

The Expo Pass is ideal for delegates who prefer to explore at their own pace. 

However, if you’d like to attend the conference, arrange meetings in advance or take advantage of SBC Summit’s curated networking programme, you’ll want to consider one of our paid passes instead.

I am an Affiliate/ or I Work in Performance Marketing

Best ticket match: Affiliate Leaders Summit VIP Pass, €599

If your work revolves around affiliate partnerships, player acquisition, SEO, paid media, content or performance marketing, the Affiliate Leaders Summit VIP Pass is the obvious choice.

Affiliate Leaders Summit is a standalone event running alongside SBC Summit, with its own dedicated exhibition floor, conference stage, academy programme and networking opportunities. It brings together affiliates, operator acquisition teams, media buyers, agencies, suppliers and technology companies in a focused environment built specifically around affiliation and performance marketing.

The best part? With this pass, you don’t have to choose between the two events. Your Affiliate Leaders Summit VIP Pass also unlocks the full SBC Summit experience, giving you access to four exhibition halls, the complete conference programme and the Super Stage (including the Leadership in Sports Business keynote). In other words, you get the best of both worlds: a highly targeted affiliate event and the Greatest Show in Gaming, all with a single ticket.

The Affiliate Leaders Summit VIP Pass includes:

• Access to the dedicated Affiliate Leaders Summit exhibition floor
• Access to the Affiliate Leaders Summit conference stage
• Access to the Affiliate Leaders Academy
• Affiliate-focused networking opportunities
• Entry to the wider SBC Summit exhibition floor
• Access to SBC Summit’s five specialist conference stages
• Access to the Super Stage and headline keynote
• Entry to the SBC Summit Opening Party
• Entry to INFINITY Lisbon

Affiliates qualify for a complimentary Affiliate Leaders Summit VIP Pass, while operators and suppliers require a paid pass to access the event’s dedicated conference, exhibition and networking areas.

Can I Customise My Pass?

Yes. If your chosen ticket does not include every experience you want, you can add one of SBC Summit’s optional upgrades.

Education+ Upgrade (€249)

If you want to take your learning beyond the main conference programme, consider adding the Education+ Upgrade.

The CPD-accredited Education+ programme gives you access to SBC Summit’s Tech Academies or Masterclasses, which are designed around practical learning and skills you can apply directly in your role.

Choose from Tech Academies focused on AI, marketing, Web3 and player experience, or specialist Masterclasses covering sportsbook/trading, electronic gaming/casino and responsible gaming marketing.

The Education+ Upgrade can be added to any eligible ticket for €249.

Party Pass (€149)

If your ticket does not already include access to INFINITY Lisbon, you can add the Party Pass for €149.

The pass gives you entry to SBC Summit’s closing celebration at the MEO Arena, featuring Tiësto and Blasterjaxx, alongside live entertainment, large-scale production and one final opportunity to network with the industry before the event comes to an end.

Check Whether You Qualify for Complimentary Access

Operators, affiliates and regulators may be eligible for a complimentary SBC Summit pass, subject to verification. Apply here.

Affiliates and regulators may be eligible for a complimentary Affiliate Leaders Summit VIP Pass, which grants access to both Affiliate Leaders Summit and SBC Summit. Operators, however, must purchase an Affiliate Leaders Summit VIP Pass to access the event.

Check your eligibility here.

Final Thoughts

No two delegates come to Lisbon with the same objectives. 

Some arrive with a diary full of meetings. Others come to discover new products, sharpen their knowledge or simply witness history in the making at the Leadership in Sports Business keynote.

That’s exactly why we’ve redesigned our ticket offering. Rather than paying for experiences you don’t need, you can choose the pass that best matches the way you want to experience SBC Summit and Affiliate Leaders Summit (or customise it with optional upgrades).

Now all that’s left to do is decide how you’ll make the most of your three days in Lisbon.

Browse the full range of ticket options here.