SBC Events has been serving the global sports betting and iGaming industry for well over a decade.
So, if you’re a professional outside the industry, it’s understandable that you might think the upcoming SBC Summit 2025, taking place in Lisbon this September, isn’t for you.
But you couldn’t be more mistaken. While SBC Summit 2025 certainly has a strong focus on sports betting and iGaming, the event far exceeds just one industry.
With out-of-industry keynotes such as Randi Zuckerberg and Gary Vaynerchuk and dedicated side summits, masterclasses and academies covering technology, payments and marketing, there are actionable insights, networking opportunities and event features to elevate your business, regardless of whether you work in E-commerce or fintech.
So, without further ado, let’s take a look at why SBC Summit 2025 could be your breakout event of the year—even if you’re not a sports betting or iGaming professional.
Legends Charity Game: A Football Fan’s Dream
A couple of months ago, we announced that SBC would host a prestigious charity footballing event, the Legends Charity Game.
Taking place on Monday, 15th September, just one day before SBC Summit kicks off, the match will welcome 60,000 football fans at either the Estádio da Luz (Benfica Stadium) or José Alvalade Stadium (Sporting Lisbon Stadium), depending on the outcome of the Champions League draw.
The highly anticipated clash will see Portugal Legends vs. World Legends, bringing together some of the greatest names in football history. More importantly, the game aims to raise €1 million in support of four charities: Cruz Vermelha Portuguesa, International Alert, Cáritas Portuguesa, and The Ukrainian Red Cross Society.
And the players? Well, they are pretty iconic.
Representing Portugal are players such as Luis Figo, Pepe, Nani, Eliseu, Ricardo Carvalho, Fábio Coentrão, Maniche, Hugo Almeida, Vitor Baia, José Bosingwa, Deco, Beto, Jorge Andrade, Dani, Tiago Mendes, Hélder Postiga, Nuno Gomes and Simão. They will be managed by Champions League winner, Costinha.
They will be facing stiff competition from the World Legends squad that includes legends such as: Cafu (Brazil), John Terry (England), Roberto Carlos (Brazil) Michael Owen (England), Javier Zanetti (Argentina), Petr Čech (Czech Republic), Patrice Evra (France), Gaizka Mendieta (Spain), Youri Djorkaeff (France), Christian Karambeu (France), Marek Hamsik (Slovakia), Giorgos Karagounis (Greece), Krassimir Balakov (Bulgaria), Gheorghe Hagi (Romania), Henrik Larsson (Sweden), Javier Saviola (Argentina), Del Piero (Italy) and Edwin van der Sar (Netherlands). They will be managed by Peter Schmeichel (Denmark) and assistant manager Diego Lugano (Uruguay).
Charity Legends Game Press Conference
If the excitement of the game wasn’t enough, on Tuesday, 16th September, SBC Summit’s Super Stage, located at the iconic MEO Arena, will host the official Legends Charity Game Press Conference.
The conference will feature legendary players who took the pitch on Monday to discuss the game, share details of what it is like to be at the pinnacle of footballing excellence and take questions directly from the audience.
Footballers confirmed to appear during the press conference include: Gaizka Mendieta, Marek Hamšík, Cafu, Henrik Larsson, Marco Materazzi, Giorgos Karagounis, Edwin van Der Sar, Gheorghe Hagi, Krassimir Balakov, Roberto Carlos, John Terry, Alessandro del Piero and Michael Owen. The conference will be hosted by sports and media personality Kirsty Gallacher.
For Those Out of the Industry:
If it isn’t clear already, although the sports betting and iGaming worlds are closely related to the world of football, the Legends Charity Game and its preceding press conference are open to anyone and everyone.
This isn’t about industry practices or actionable strategies; this is simply about bringing together the footballing community to witness some of the greatest in the game come alive both on and off the pitch.
Please note that attendance at the Legends Charity Game requires a separate ticket. Attendees of the Charity Legends Game press conference will need an Expo+ Pass or a VIP Event Pass. Additionally, operators and affiliates can apply for a complimentary VIP pass here.
SBC Summit Super Stage
As part of the SBC Summit’s packed conference agenda, attendees can look forward to the dedicated ‘Super Stage’, hosted at the iconic MEO Arena and running across the first two core days of the event (16–17 September).
So, what makes it “super”? In addition to the Legends Charity Game press conference, the stage will feature an incredible lineup of panels and keynotes led by some of the most influential minds in technology, marketing, and business.
Whether you’re in the gaming industry or from a completely different sector, this is a rare chance to hear world-class thought leaders share insights you can apply directly to your own business.
Let’s take a closer look at what’s in store and how the Super Stage can help you level up your business operations, no matter your industry.
Randi Zuckerberg:
Date: Tuesday 16th September | Time: 11:30 – 12:00
The first out of industry keynote to take the ‘super stage’ is none other than tech powerhouse, media entrepreneur, and AI advocate, Randi Zuckerberg.
Randi Zuckerberg first rose to prominence as one of Facebook’s earliest employees, where she led key marketing initiatives and played a pivotal role in launching ‘Facebook Live’, redefining how the world interacts and engages with live content online.
Building on her success in Silicon Valley, Zuckerberg took an entrepreneurial leap in 2013 by founding Zuckerberg Media, a boutique media and production company focused on creating content and experiences that blend technology, business, and the arts. Continuing her mission to empower creatives in the tech space, Zuckerberg launched HUG in 2022, a community-driven platform, helping artists become entrepreneurs through Web3, AI, NFTs and blockchain.
In her keynote, “StAI Ahead: Upleveling Yourself and Your Business with AI,” Zuckerberg will share forward-looking insights into the next phase of the AI revolution. She will explore the advantages, challenges, and uncertainties of widespread AI adoption, addressing the most pressing questions shaping its future and providing a practical guide to leveraging AI tools across industries.
For Those Out of the Industry:
Randi Zuckerberg’s insights are deliberately crafted to resonate far beyond the gaming sector. AI is transforming every industry, and this session equips professionals from all fields with the knowledge and strategies needed to stay competitive in a rapidly changing landscape.
Whether you’re leading a team, running a business, or seeking ways to future-proof your business, the keynote will provide practical guidance on harnessing AI for growth, efficiency, and innovation. By breaking down complex concepts into actionable strategies, Randi ensures attendees walk away with tools they can immediately apply, regardless of their sector.
Relevant Industries Beyond iGaming & Sports Betting:
- Finance & Banking – leveraging AI for fraud detection, risk management, and customer personalisation.
- Healthcare & Life Sciences – streamlining diagnostics, patient care, and medical research with AI-powered insights.
- Retail & E-Commerce – enhancing customer experience through personalisation, predictive analytics, and supply chain optimisation.
- Marketing & Advertising – revolutionising campaign targeting, content creation, and consumer engagement.
- Education & Training – using AI for adaptive learning, skills development, and organisational training programs.
- Media & Entertainment – driving innovation in content production, distribution, and audience engagement.
Gary Vaynerchuk
Date: Wednesday, 15th September | Time: 11:00 – 12:00
This year, we’re also excited to welcome Gary Vaynerchuk—serial entrepreneur, marketing mastermind, and one of the most influential voices in business today.
Vaynerchuk is described as one of the most forward-thinking serial entrepreneurs in business globally. He acutely recognises trends and patterns early to help others understand how shifts in consumer attention impact the realities of the business world today, and understands how to bring brand relevance to the forefront.
Known for his sharp perspective on what’s next in culture, commerce, and the internet, Vaynerchuk wears many hats: Chairman of VaynerX, CEO of VaynerMedia, Creator & CEO of VeeFriends, and angel investor in companies like Facebook, Twitter, Snapchat, and Uber. In recent years, he’s become a major social media voice, known for spotting trends early and helping brands stay relevant in a rapidly shifting attention economy.
In his keynote address, ‘Day Trading Attention’, Vaynerchuk will explore how to identify and capitalise on underpriced attention. Expect high-value insights on brand building, audience engagement, influencer marketing, paid media, and the power of collectables in today’s digital landscape.
For Those Out of the Industry:
Gary Vaynerchuk’s expertise on spotting and leveraging underpriced attention has universal application across industries. In today’s competitive digital landscape, knowing how to cut through the noise and capture audience attention is critical to success.
Out-of-industry professionals will benefit from Vaynerchuk’s unique perspective on where consumer attention is shifting and how to move quickly to seize opportunities. Attendees will leave with practical insights they can apply immediately to strengthen their brand presence, maximise marketing ROI, and build long-term audience loyalty.
Relevant Industries Beyond iGaming & Sports Betting:
- Retail & Consumer Goods – building brand loyalty and driving sales through social and influencer-driven strategies.
- Marketing & Advertising – staying ahead of shifting platforms, content trends, and attention economics.
Technology & Startups – scaling visibility and adoption through smart storytelling and community-building. - Entertainment & Media – capturing fan engagement and monetising attention in fast-moving cultural spaces.
- Fashion & Lifestyle – leveraging trends, influencers, and digital collectables to stay relevant.
- Financial Services & Fintech – using attention-driven strategies to build trust, differentiate, and engage new demographics.
Tech Academies
A new addition to this year’s SBC Summit is the Tech Academies, which will offer delegates the chance to engage in more intimate, interactive, and practical learning experiences.
Led by experts in their respective fields, the Tech Academies will focus on four key sectors: AI, marketing, Web 3.0 & Blockchain, and a fourth academy still to be announced.
AI Academy
Taking place on Tuesday, 16th September, the AI Academy will bring together global AI leaders, tech entrepreneurs, and business strategists. The programme will feature a variety of panels, workshops, case studies, and live Q&As, providing delegates with both opportunities for reflective discussion and practical strategies for integrating and utilising AI effectively.
Notable Panels:
- AMA: StAI Ahead: Upleveling Yourself and Your Business with AI – Delegates will have the chance to put their questions directly to Randi Zuckerberg, who will provide practical insights on leveraging AI tools to scale businesses, improve decision-making, and stay ahead in a fast-changing digital world.
- AI & the Law: With Great Power Comes Great Responsibility – A deep dive into the ethical and sustainable use of AI. The session will focus on balancing innovation with corporate responsibility, compliance, and evolving regulatory frameworks.
- Merging AI with BI in a Data-Rich Environment – This panel will explore how AI is revolutionising business intelligence, covering tools like intelligent alerts, conversational chatbots, and recommendation engines, to help organisations generate real-time insights and drive growth.
- How Autonomous Agents Are Disrupting Industries – This session will showcase how real-time autonomous AI agents are deployed in competitive environments, with insights into how these agents adapt, learn, and operate within high-pressure scenarios.
Relevant Industries Beyond iGaming & Sports Betting:
- Finance & Banking – applying AI for fraud detection, risk analysis, and smarter decision-making.
- Healthcare & Life Sciences – using AI to improve diagnostics, patient care, and medical research.
- Retail & E-Commerce – enhancing personalisation, customer engagement, and supply chain management.
- Legal & Compliance – navigating ethical AI use, data governance, and regulatory frameworks.
- Technology & Startups – driving innovation through AI tools, autonomous agents, and data intelligence.
- Marketing & Advertising – leveraging AI for content creation, consumer insights, and campaign optimisation.
- Media, Entertainment & Esports – exploring AI’s role in audience engagement, autonomous agents, and competitive gaming.
Marketing Academy
Taking place on Wednesday, 17th September, the Marketing Academy brings together a world-class mix of talent, including Gary Vaynerchuk, content creators, PR professionals, marketing veterans, and SEO experts, for a day of hands-on, high-impact learning.
Notable Panels:
- Day Trading Attention – Vaynerchuk’s high-energy AMA session, inspired by his New York Times bestseller, will show attendees how to capture and convert underpriced attention across social media, paid ads, influencer campaigns, and emerging brand channels.
- The Fundamentals of Marketing: A Strategy that Makes Your CFO Lean In – This panel will deliver a masterclass on shifting from demand response to demand creation. Using real-world case studies, he’ll reveal proven strategies to maximise budgets and secure CFO buy-in.
- Influencer Marketing: How to Use Social Media as a Primary Channel – A panel of leading social media creators will share how brands can build authentic, viral campaigns through influencer collaborations.
- Communication Is Everything: Leaving an Impression and Building Your Brand – This session will explore how to safeguard brand identity in an era of real-time news cycles and online scrutiny. From crisis management to cause-driven marketing, attendees will learn how PR can both protect and amplify brand equity.
Relevant Industries Beyond iGaming & Sports Betting:
- Fashion & Lifestyle – tapping into cultural trends, influencer collaborations, and social media virality to keep brands relevant and aspirational.
- Travel & Tourism – using digital-first marketing and influencer partnerships to attract global audiences and showcase experiences.
- Education & Training – applying modern communication strategies to reach new learners, strengthen institutional branding, and build credibility.
- Retail & E-Commerce – learning how to capture consumer attention and convert it into sales through social, paid, and influencer-driven strategies.
- Technology & Startups – building brand awareness and scaling quickly with limited budgets by leveraging underpriced attention.
- Financial Services & Fintech – strengthening trust and visibility in a crowded market through smart PR, brand positioning, and communication strategies.
Web 3.0 & Blockchain Academy
Taking place on Wednesday, 17th September, the Web 3.0 & Blockchain Academy will equip delegates with the knowledge and tools to navigate blockchain applications, tokenisation, decentralised platforms, and crypto payment systems. Through interactive workshops and expert-led sessions, attendees will gain practical insights into how emerging technologies are transforming business operations for companies of every size, from startups to global enterprises.
Notable Panels:
- Automation in Full Cycle—AI Agents, Smart Funnels & Instant Payments – Discover plug-and-play templates for landing pages, email flows, lead scoring, and auto-payments. Learn how AI agents can chase leads, close deals, and handle transactions automatically, reducing friction and accelerating revenue.
- The Ultimate Digital You — Control Your ID, IP & Data Like a Boss – Explore how blockchain can redefine identity and data ownership. This session will show you how to verify credentials, protect IP, and manage personal data on your own terms—without oversharing or losing control.
- Really Smart Contracts — On-Chain Bureaucracy, Upgraded – This workshop will demonstrate how to turn business terms into unstoppable code. Learn how smart contracts can trigger payments, enforce deliveries, and eliminate endless paperwork and delays.
- Crypto → FLASH → Cash — Amazing Solutions, Best Practices, Instant Liquidity NBS! – This session will highlight best-in-class tools for rapid crypto-to-fiat (and fiat-to-crypto) conversions, helping businesses achieve instant liquidity without banking delays or excessive fees.
Relevant Industries Beyond iGaming & Sports Betting:
- Financial Services & Fintech – leveraging blockchain for faster payments, fraud prevention, and decentralised financial products.
- Legal & Corporate Services – streamlining contracts, settlements, and compliance processes with automated, tamper-proof code.
- Retail & E-Commerce – adopting crypto payments and decentralised platforms to expand global customer reach.
- Media, Entertainment & IP – protecting digital rights, monetising content, and managing identity in the creator economy.
- Payments & Transactions – exploring instant settlement, reduced fees, and cross-border transfers with blockchain-powered payment systems.
- Government & Public Services – adopting blockchain for identity verification, secure voting systems, and transparent procurement.
Gamification Academy
Taking place on Tuesday, 16th September, the Gamification Academy will equip delegates with the strategies and tools to design engaging experiences that keep users coming back. Through expert-led panels and case studies, attendees will uncover how leading studios, brands, and innovators use gamification and personalisation to drive loyalty, boost satisfaction, and measure long-term impact. From embedding game mechanics into product design to mastering the metrics that define success, the academy offers a practical roadmap for applying gamification principles across industries.
Notable Panels:
- Why Personalisation is the Key to Retention – Explore how personalised experiences, from customised interfaces to tailored recommendations, can transform user loyalty. Learn practical ways to use behavioural insights and targeted rewards to keep people engaged, while maintaining a healthy balance between relevance and responsibility.
- Case Study: Baking in Gamification During Design – Discover how to weave gamification into the design process without losing authenticity. See what draws users in, what keeps them engaged, and how to enhance those features sustainably.
- Case Study: The Metrics of Gamification – This session breaks down the different ways gamification drives impact, whether that’s longer participation, richer experiences, greater satisfaction, or stronger business outcomes, and how to decide what matters most in your context.
- The Five Steps of Gamification – Unlock the core ingredients of effective gamification: rewards, progression, competition, storytelling, and personalisation. Understand how these principles are being applied across industries to create more dynamic, motivating, and memorable experiences.
Relevant Industries Beyond iGaming & Sports Betting:
- Gaming & Interactive Entertainment – evolving engagement loops with progression systems, rewards, and storytelling that keep audiences immersed.
- Education & EdTech – motivating learners through gamified lessons, badges, and progress tracking to boost retention.
- Healthcare & Wellness – encouraging healthier habits, adherence, and patient engagement with goal-setting, rewards, and progress milestones.
- Retail, E-Commerce & Customer Loyalty – driving repeat business through challenges, tiered rewards, and personalised incentives.
- Corporate Training, HR & Workplace Productivity – gamifying onboarding, skill-building, and task management to increase motivation and performance.
- Travel, Hospitality & Lifestyle – gamified loyalty schemes, milestones, and personalised experiences that build stronger customer relationships.
- Marketing, Brand Engagement & Community Building – using challenges, badges, and interactive campaigns to deepen audience participation and loyalty.
Payment Expert Summit
Payments are the backbone of any successful business. You can have the best product, marketing, and user experience, but if transactions create friction, cause delays, or raise security concerns, users will move on. That’s why we’re giving payments the spotlight they deserve at SBC Summit 2025 through the dedicated Payment Expert Summit – a curated exhibition and conference designed to tackle the challenges and opportunities shaping the future of payments.
Far from being limited to the gambling or sports betting ecosystem, this side summit has universal relevance. Every industry relies on seamless payments, whether that’s processing online purchases, enabling instant cross-border transactions, safeguarding against fraud, or navigating new technologies like open banking and decentralisation.
With a forward-thinking agenda and dedicated networking areas, the Payment Expert Summit delivers both practical insights and strategic connections that can help businesses thrive in today’s competitive landscape—no matter their sector.
Conference Agenda
The Payment Expert Summit will feature a dedicated three-day conference programme, strategically segmented to ensure depth and focus: Payments (day one), Technology (day two), and Innovation (day three).
Notable panels include:
- Payments 2030: Where Could New Tech Take the Industry in 5 Years?
- Open Banking and Decentralisation: Where’s It Going and Are We Truly Ready?
- The Rise of Direct Bank Payments: What Businesses Need to Know
- Land-Based to Omnichannel – Overcoming the Training Challenge
- Capital Markets in a Time of Turmoil: Macroeconomic Effects on M&A
- AML 2.0: Getting Serious About Fraud
- KYC Lessons from Out of Industry: What Can Tech Teach Us?
What’s Happening on the Show Floor?
On the summit’s expo floor, delegates will have access to a number of major global brands and innovative startups, each showcasing the latest in payment solutions. From traditional processors and crypto specialists to fraud prevention experts and fintech disruptors, the Payment Expert Summit is the place to explore new technologies, meet trusted providers, and discover solutions that streamline operations and unlock growth.
Notable exhibitors include Ayden, Big Idea, Finera, Inpay, Noda, payabl., Payfuture, Paytently, Rapyd, Xpate, and many more.
Value for Out-of-Industry Professionals
The Payment Expert Summit isn’t just for gambling or sports betting. Its lessons and networking opportunities apply across every sector where payments, compliance, and technology intersect. Whether you’re in retail, finance, travel, insurance, healthcare, or e-commerce, the knowledge shared here can be directly applied to reduce costs, improve security, and deliver smoother customer experiences.
Delegates from beyond the industry will gain:
- Actionable insights into payment innovation and regulation that shape all global markets.
- Connections with fintech leaders and solution providers that are driving cross-industry transformation.
- Strategies to future-proof businesses against fraud, compliance challenges, and technological disruption.
By bringing together payment specialists, regulators, and technology pioneers, the Payment Expert Summit provides a platform that transcends industries—ensuring that every delegate walks away with insights they can apply immediately, wherever they do business.
Affiliate Leaders Summit
The Affiliate Leaders Summit is back, and this year it’s bigger and better than ever. With thousands of affiliates in attendance, a dedicated expo floor, and a three-day conference agenda tailored to affiliate marketing, the summit is the ultimate environment to form partnerships, exchange ideas, and stay ahead of digital marketing trends.
Although a part of SBC Summit, the Affiliate Leaders Summit goes far beyond gambling and sports betting. For marketing teams and professionals across every sector, it’s a rare opportunity to learn from leaders in AI, CRM, SEO, content, and performance marketing and take away strategies that can be applied directly to your own business.
Conference Agenda
The Affiliate Leaders Summit features a three-day dedicated programme, each designed to tackle a different pillar of affiliate marketing and growth: Martech (day one), Audience (day two), and Future of Affiliation (day three).
Notable Panels Include:
- The Future of Search – AI, Bots & Trust in Algorithms
- AI-Powered CRM – Unlocking Deep Player Insights & Automation
- The Future of Affiliation: Reinvention, Resilience, and Relevance
- The Winning Mix: SEO, Brand & Performance Marketing Strategies in Sports Betting
- Diversifying Affiliate Strategies – Thriving Beyond Google
- Content Localisation & Human-Centric SEO in the Age of AI
What’s Happening on the Show Floor?
From global operators and affiliate networks to SEO agencies, media buyers, and tech providers, this space is packed with opportunities to forge deals, learn from innovators, and discover the latest tools in traffic generation, conversion optimisation, and digital growth.
Expect to see a diverse mix of exhibitors, including affiliate networks, media agencies, operators, and cutting-edge marketing technology providers. Big names like Betsson Group Affiliates, Catena Media, Raketech, Stake, SofaScore, Campaigner, GG.BET Affiliates and many more will be showcasing their latest strategies, platforms, and partnership models.
Value for Out-of-Industry Professionals
While rooted in iGaming, the Affiliate Leaders Summit is fundamentally about marketing—making it invaluable to professionals across industries. The strategies explored here—SEO innovation, influencer collaboration, content localisation, and AI-powered CRM—are critical for any brand looking to grow online visibility, capture audiences, and build long-term loyalty.
Delegates from outside the industry will gain:
- Cutting-edge marketing insights on adapting to AI, search engine shifts, and the rise of performance-driven strategies.
- Cross-industry partnerships with global marketing agencies, data providers, and technology innovators.
- Future-proof strategies to diversify traffic sources, reduce dependency on single platforms, and strengthen resilience.
By uniting affiliate networks, marketing innovators, and digital growth strategists, the Affiliate Leaders Summit creates a platform that transcends industries—ensuring every delegate leaves with actionable strategies, fresh connections, and the tools to elevate their marketing performance, no matter their sector.
Bonus Content for Out-of-Industry Professionals
- Emerging Markets Conference Track – Explore growth opportunities in Africa, Eurasia & the Middle East, and Asia. Perfect for businesses seeking expansion into high-potential regions, with insights that apply far beyond gaming.
- Global Markets Conference Track – Gain essential strategies for Latin America & Brazil, Western Europe, and North America. These sessions deliver region-specific knowledge valuable for any company looking to scale internationally.
- Networking Events & Parties – From the high-energy Opening Party featuring performances from Joel Corry and Imanbek to INFINITY Lisbon headlined by Timmy Trumpet and Alok, these events blend entertainment with unmatched networking opportunities. A chance to connect with decision-makers in an informal, memorable setting.
- Media Headquarters – Ideal for any brand wanting visibility. Access top industry publications, journalists, and video interview opportunities to showcase your story, drive awareness, and connect with global media beyond gaming.
- Global Flagship Event – With last year’s event bringing in delegates from 134+ countries, SBC Summit 2025 offers direct access to a truly international audience.
Final Thoughts
SBC Summit 2025 may be rooted in sports betting and iGaming, but its value extends far beyond.
With world-class keynotes from global innovators, immersive academies on AI, marketing, and blockchain, and side summits dedicated to payments and affiliation, the event creates a melting pot of knowledge that is directly applicable across industries.
Whether you’re in fintech, retail, e-commerce, media, healthcare, or education, the insights, connections, and opportunities you’ll find in Lisbon this September will empower you to stay ahead of change, tap into new markets, and future-proof your business.
