Basketball legend Michael Jordan, alongside Carsten Koerl, the founder and CEO of Sportradar, and Jason Robins, co-founder and CEO of DraftKings, will headline the opening keynote at the SBC Summit 2026 in Lisbon. This session has been described by organizers as one of the most prestigious keynote events ever held in Europe, uniting three influential figures in the global sports industry.
Entitled “Leadership in Sports Business,” the keynote is scheduled for September 29, coinciding with the first day of the conference. The session will be moderated by Kirsty Gallacher, a well-known broadcaster and former presenter for Sky Sports News.
The discussion will delve into the evolution of sports, technology, media, data, and fan engagement, leveraging insights from the three prominent speakers who have significantly impacted professional sports, sports data, and online betting.
Additionally, the session will investigate the interplay between sports betting and iGaming, highlighting how these two sectors increasingly collaborate and coexist. Broader themes will encompass building global enterprises, exercising leadership in challenging situations, and navigating change in the fast-paced realms of sports and technology.
“This conversation goes beyond our industry. Having Michael Jordan, Carsten Koerl, and Jason Robins share the stage is a remarkable opportunity,” said Rasmus Sojmark, CEO and founder of SBC. “These individuals have each transformed how people interact with sports and business in unique ways—through performance, technology, innovation, and vision. Their presence at SBC Summit signifies both the current scale of our industry and its future trajectory.”
SBC Summit 2026 is set to take place in Lisbon, with expectations of drawing over 40,000 participants from various sectors, including sports, betting, gaming, payments, marketing, affiliation, technology, and media.
More information regarding the keynote session, including specific timings and access for attendees, will be revealed in the upcoming months.