SBC has appointed Press Box PR as its media and public relations partner for SBC Summit Lisbon 2026 for the third consecutive year.
The partnership will see Press Box PR support SBC’s events and marketing team before and during the summit, including the management of the on-site Media Hub, media relations, interview coordination and press conferences. The agency will also organise a pre-show press briefing for industry journalists.
Taking place from September 29 to October 1 at the Feira Internacional de Lisboa, the SBC Summit will bring together operators, affiliates, suppliers, regulators, trade associations and media representatives from across the global betting and gaming industry.
Press Box PR will help journalists identify key exhibitors, editorial opportunities and industry leaders available for interviews throughout the summit.
The agency, which operates a former-journalist-led model, will combine its event management experience with established relationships across the betting, gaming, payments and hospitality media sectors. Its team will work with SBC to coordinate media access, support interviews and help ensure the smooth operation of the Media Hub.
Jo Kerr, Senior Brand Director at SBC, said the strength of the relationship made Press Box PR the natural choice for the partnership’s third year. “SBC Summit is one of the most prestigious occasions in the annual iGaming calendar, and its organisation requires months of preparation. Media attendance is one of the most important aspects of the event, so we needed a PR partner that understands what journalists want,” Kerr said.
“Press Box is deeply embedded in the betting and gaming industry across both the B2C and B2B spheres. We are delighted to once again entrust its team with supporting our media partners and attendees.”
“We are also excited to welcome a larger media contingent than ever before and to provide journalists with the facilities and access they need, including the Media Hub, press conferences, video and podcast broadcasts, and interview opportunities.”
Press Box PR has offices in London and Manchester and specialises in earned media campaigns across gambling, sports, consumer, finance, hospitality and catering. The agency also supports brands seeking greater visibility in AI-generated answers, citations and large-language-model recommendations.
James McMath, Head of B2B Gaming at Press Box PR, added: “Press Box is delighted to partner with one of the most successful event companies in the industry. SBC has an excellent track record of organising and delivering high-quality events, and we look forward to helping make the expanded SBC Summit in Lisbon another success.”
“The summit will create valuable opportunities for collaboration between gaming companies and the trade media, while providing an ideal setting for brands to unveil new products, announce innovations and highlight the trends shaping the industry in 2026 and beyond.”
The three-day event will feature more than 600 speakers, over 800 exhibitors and sponsors, and an extensive programme covering networking, education, regulation and player protection.
The programme will include:
- Regulatory Gaming meet-ups.
- Education+ sessions.
- The Player Protection Zone.
- Affiliate Leaders Summit.
- African Gaming Forum.
- Global Prediction Markets Forum.
- The opening keynote panel, “Leadership in Business,” featuring Michael Jordan, Carsten Koerl and Jason Robbins.
Media representatives interested in attending a press conference, arranging an interview or using the facilities at the Media Hub can contact Sarah Williams: [email protected] for further information.
