Day one of SBC Summit Lisbon 2026 is underway, bringing together some of the biggest names in betting, gaming, payments, and sports for a packed agenda.
The event has attracted senior figures including the CEOs of DraftKings and Sportradar, as well as basketball legend Michael Jordan, drawing significant attention from across the industry.
Legal, technology, and business experts from a wide range of sectors are also contributing speeches and insights throughout the day’s programme.
The undisputed highlight of the morning session came at 12:30pm, when Michael Jordan took to the Super Stage alongside Sportradar CEO Carsten Koerl and DraftKings CEO Jason Robins.
The three figures exchanged views on marketing opportunities and evolving customer expectations within the gaming and betting sector.
Jordan serves as a special advisor to the Board of Directors of both Sportradar and DraftKings, giving him a uniquely informed perspective on the industry.
On his approach to business partnerships, Jordan said: “When I get involved in deals, be it with Sportradar or DraftKings, I need to know it’s authentic to what represents me.”
His close involvement with both companies has also deepened his understanding of how sports fans are engaging with their favourite sports on a more immersive level.
Jordan elaborated on what his work has revealed about modern sports consumption, stating: “After my work with both of these companies, I understand that consumers are more focused on the outcome.”
The panel discussion reflects how elite athletes are becoming increasingly embedded in the commercial and strategic fabric of the betting industry.
Ahead of Jordan’s appearance, SBC founder Rasmus Sojmark opened proceedings on the Super Stage, notably wearing a Chicago Bulls shirt bearing ‘Jordan 23’ on the back, a fitting nod to the day’s headline guest.
Sojmark, celebrating his birthday at the event, conveyed a message centred on how much the industry continues to teach those within it.
Brazil’s ongoing regulatory developments around betting restrictions have also been a driving theme throughout the day’s conversations, reflecting the broader global shifts reshaping the sector.
