Michael Jordan Headlines SBC Summit 2026 Opening Alongside Carsten Koerl and Jason Robins
SPORTS
Michael Jordan, Carsten Koerl, and Jason Robins to Open SBC Summit 2026.
SBC Summit 2026 is set to open with one of the most high‑profile keynote sessions ever staged in Europe, bringing together three titans of global sports business: Michael Jordan, Carsten Koerl, and Jason Robins. According to the announcement, the session, titled “Leadership in Sports Business,” will take place on Tuesday, September 29, marking a defining moment for the summit’s first day in Lisbon.
Hosted by broadcaster Kirsty Gallacher, the keynote will explore how sports, technology, media, data, and fan engagement have evolved, and where they are heading next. Each speaker brings a distinct perspective shaped by decades of leadership, innovation, and industry transformation.
Three Leaders Who Have Shaped Modern Sports
Michael Jordan
A global basketball icon, investor, and philanthropist, Jordan has influenced sports culture for more than four decades. His impact extends beyond the court into ownership, brand building, and strategic investment, making him one of the most influential figures in modern sports business.
Carsten Koerl
As founder and CEO of Sportradar, Koerl has transformed how sports data is collected, analyzed, and delivered worldwide. His leadership has helped shape the global sports technology ecosystem, powering leagues, sportsbooks, and media companies with real‑time intelligence.
Jason Robins
The co‑founder, CEO, and chairman of DraftKings, Robins has been a driving force behind the rise of sports betting and iGaming in the United States. His work has redefined fan engagement and helped build one of the most recognized brands in digital sports entertainment.
Together, these leaders represent performance, technology, innovation, and vision, the four pillars shaping the future of global sports business.
A Conversation That Transcends the Industry
SBC CEO and Founder Rasmus Sojmark described the keynote as a “defining moment” for the event, noting that bringing these three leaders together reflects both the scale of the industry today and its future trajectory.
The session will explore:
The evolution of sports technology and media
How data is reshaping fan engagement
Leadership under pressure
Building global businesses at scale
Navigating rapid change across sports and tech markets
A key topic will be the growing connection between sports betting and iGaming, and how these sectors increasingly operate in parallel and collaboration.
A Global Gathering of Industry Professionals
SBC Summit 2026 is expected to welcome over 40,000 industry professionals from sports, betting, gaming, payments, marketing, affiliation, technology, and media. The summit is SBC’s flagship global event, offering a week of networking, exhibitions, and conference programming designed for senior executives and decision‑makers.
Additional details about keynote access and scheduling will be announced in the coming months.
A Milestone Moment for Sports Business
The opening keynote of SBC Summit 2026 represents a rare convergence of leadership, insight, and influence. By bringing together Jordan, Koerl, and Robins, the summit is setting the tone for a week focused on innovation, collaboration, and the future of global sports business.
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