The collaboration will cover a host of duties, including Press Box PR senior leaders managing the Media Hub at the event and a pre-show press briefing for industry journalists
Every year in the betting and gaming industry, the SBC Summit brings together thousands of delegates from across the globe, spanning operators, affiliates, suppliers, trade associations, regulators and the media to discuss the pressing issues of the sector.
One of the most challenging considerations of the event is for the media to know which companies are attending, what the editorial highlights are likely to be, and where to focus their attention to hear the major announcements and secure interviews with some of the biggest names in iGaming.
To help assist, SBC has, for the third year in a row, chosen a communications partner that knows the industry media well, and is no stranger to what makes a great story – especially during an event of this calibre.
Press Box PR, with its policy of hiring former journalists, will continue to bring both practical event management expertise together with existing trade media relationships across betting and gaming – and of course, a variety of interesting clients across the iGaming, land-based and payments sectors.
The award-winning iGaming PR company and the SBC events and marketing team will work together to promote the event, ensure the smooth running of the press lounge, interviews and press conferences.
Jo Kerr, senior brand director for SBC, shared that with the relationship between Press Box and SBC being so strong, it was a no-brainer.
She said: “SBC Summit is one of the most prestigious occasions in the annual iGaming calendar, and the logistics of managing it take months of preparation, and the media attendance is one of the most important aspects of the event
“To help us provide top on-site service, we knew we needed a PR partner who understands what journalists want. As Press Box is so deeply embedded in the world of betting and gaming – both in the B2C and B2B sphere – we’re once again trusting their team to smoothly deliver for our media and our attendees.
“We’re so thrilled to welcome a much bigger media contingency at the event than ever before and to make sure that the attending media have all the facilities and access they could ever need, including media lounge, press conferences, video/podcast broadcasts and interview opportunities, all readily available onsite.”
With offices in London and Manchester, Press Box PR specialises in securing earned media coverage across gambling, sports, consumer, finance, hospitality and catering publications, while also helping brands increase their visibility in AI-generated answers, citations and large language model (LLM) recommendations.
James McMath, head of B2B (Gaming) at Press Box PR, said: “Press Box is relishing the chance to partner up with one of the most successful event companies in the space. SBC has a superb track record of organising and executing strong industry events, and we are looking forward to helping them make the expanded SBC Summit in Lisbon another resounding success.
“Not only will the Summit create an ideal opportunity to collaborate with the trade media, it will also provide the perfect setting for gaming companies to reveal their latest innovations and launches, and to generate some noise around the trends shaping the industry in 2026 and beyond.”
The SBC Summit is being held across three full days, between September 29-1 October at The Feira Internacional de Lisboa, one of Portugal’s premier conference venues.
Attendees can expect 600 speakers, more than 800 exhibitors & sponsors and:
- Extensive networking programme including Regulatory Gaming meet ups
- Extensive conference
- Hands on learning with the Education+ sessions
- Player Protection Zone,
- As well as three vertical-specific summits:
- Affiliate Leaders Summit
African Gaming Forum - Global Prediction Markets Forum
- Affiliate Leaders Summit
- Opening Keynote panel “Leadership in Business” with Michael Jordan, Carsten Koerl and Jason Robbins
For more information, or to book a slot for interviewing, attending a press conference or any other services in the Media Hub, please contact:
