SBC Summit 2025’s Global Markets Stage will conclude with a focused look at the North American sports betting and iGaming market, one of the industry’s most commercially significant and complex regions.

Taking place on Thursday, 18 September at the Feira Internacional de Lisboa (FIL), the Global Markets: North America track will round off three days of market-focused content covering Latin America & Brazil, Western Europe and North America.

With a combined value of $23.44 billion, the US and Canadian markets are shaped by fierce competition, patchwork regulation, and steep entry costs. Yet, for those able to stand out and innovate, the long-term upside is significant.

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Industry leaders representing operators, regulators, affiliates, and suppliers will take to the stage to discuss the rise of alternative betting formats in the region, including sweepstakes casinos, Daily Fantasy Sports, and peer-to-peer betting.

While these formats have allowed new entrants to gain market share, they’ve also attracted regulatory scrutiny. Panellists will explore whether these models offer genuine long-term potential or are likely to be curtailed by new regulations.

Rasmus Sojmark, Founder and CEO of SBC, said: “North America may be a maturing market, but it remains one of the most commercially important regions for sports betting and iGaming. With regulatory progress slowing in key states, new market entrants are turning to alternative betting models to maintain momentum and explore fresh opportunities.

“Attendees at our North America track will leave with a clear view of which of these formats are working, what’s driving their growth, and the regulatory challenges alternative models must navigate if they are to have a lasting impact in this region.”

The track will open with a heavyweight panel featuring leading voices from across the North American market. US Leaders Panel: Sweeping the States – The Rise of Alternative Betting will see Jared Beber (CEO, Bet99), Paul Burns (CEO, Canadian Gaming Association), Brett Calapp (Co-Founder, RareMint), Paris Smith (CEO, DefyTheOdds), Dinos Stranomitis (COO, Altenar) and Alexandre Tomic (CEO, Alea) discuss the booming popularity of alternative betting models amid a slowdown in US states legalising online gambling. Moderated by Jessica Welman (Editor, SBC Americas), the panel will explore whether this trend has staying power or faces an imminent regulatory clampdown.

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Building on this theme is the panel Sweepstakes Boom – Sustainable Growth or Short-Lived Trend? This panel will examine the rise of sweepstakes and live casinos across the US and ask whether the rapid adoption of these offerings may pave the way for a lasting market. The panel will see Yoel Chapman (CPO, Soft2Bet), Marcello De Crescenzo (Senior Account Executive, Optimove), Brian Goodman (CEO, Golden Matrix Group), Karolina Moscicka (COO, BugsyEmpire), and Dmitry Starostenkov (CEO, EvenBet) answer how these formats could build a lasting model if responsible frameworks are implemented.

The Social Side of Betting – Peer-to-Peer, Gamification & Community will explore another fast-growing trend in the region: peer-to-peer wagering. The panel will examine whether the social side of these platforms could reshape how players engage with betting. Hebert L Luiz T Crespin Gaban (CMO, Aposta Ganha), Horst Maberly (Head of Gaming Investments, Lance East Office), Monica Rangel (VP Marketing & Strategy, A5 Labs), Marion Ryan (Managing Director, Tombola), and Josh Turk (Chief Strategy Officer, North America, Low6) will discuss what’s driving the rise of peer-to-peer models, how they’re fostering player communities, and which regulatory hurdles could limit further growth.

The track will conclude with Tribal Gaming: Blurred Lines or Commercial Collaboration?, a discussion on how alternative betting formats are impacting North America’s tribal gaming sector. Tony Amormino (CEO, Apache Nugget Corporation), Robert Davidman (CEO, World Golf Series), Will Griffiths (Founder, Investor & Tribal Partner, Level Media), and Jamie Hummingbird (Chairman, NTGCR – National Tribal Gaming Commissioners & Regulators) will consider whether these formats could open new avenues for growth or present challenges for the tribal gaming community.

EXTENDED PARTNERSHIP WILL BRING BOXING FANS BEHIND THE SCENES OF BLOCKBUSTER BOUTS

• FDJ United & Queensberry Promotions expand their long-term partnership
• The ‘UNIBET Lowdown’ digital series returns for exclusive interviews and insights
• Previous exclusives from Frank Warren, Daniel Dubois, Anthony Yarde & Ryan Garner
• Frank Warren: “UNIBET is the place to be when it comes to digital series for boxing fans everywhere”
• FDJ United, whose brands include UNIBET & 32Red, are Europe’s leading betting and gaming operators

Frank Warren’s Queensberry Promotions and long-term sponsors FDJ United, whose brands include UNIBET and 32Red, are renewing their partnership. The news further cements FDJ United’s commitment to the growth of boxing and will see fight fans go behind the scenes of some of Queensberry’s premium UK fights.

Frank Warren, Founder and Promoter, Queensberry Promotions, said: “We are very happy to be renewing our partnership with UNIBET just before we enter into a sequence of blockbuster fights and shows. I’ve been involved in this sport for many, many years and the way people interact with boxing has changed beyond recognition.

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“Here at Queensberry, we are certain this partnership will make sure these developments continue in the right direction, giving boxing fans unique access to the fighters and making them feel closer to the action. UNIBET is the place to be when it comes to digital series for boxing fans everywhere, so we are delighted to continue this collaboration.”

When boxing returns to UK soil for the British & Commonwealth Championship fight between Jack Rafferty and Mark Chamberlain on Saturday 23^rd August, UNIBET will help to bring boxing fans closer to the action with the return of their ‘UNIBET Lowdown’ digital series. Kickstarting with an exclusive interview from Josh Taylor, fans will be given a special preview of what is set to be an incredible fight and build further excitement for Fight Week.

The series will bring you along for the build-up to Fight Week, giving you unprecedented access. From specially crafted shows, exclusive interviews, to the final press conference and weigh-in, you will see your favourite boxers like you’ve never seen them before.

Sam Mead, General Manager UK, FDJ United said: “We are absolutely delighted to be continuing our partnership with Queensberry Promotions. Our relationship dates back nearly a decade, to 2016, and has helped to showcase our UNIBET-sponsored content alongside some of the most iconic nights in boxing history. Along with Queensberry, we share a similar ethos in delivering a customer-first approach –  using the ever-growing medium of digital content to be innovative and engage existing and attract new fans. For the upcoming season, we aim to take our content even further – giving access that overtakes our previous offerings and gets fans even closer to the action”

Strategic sports marketing consultancy Strive Sponsorship has announced a new partnership between SBK, the challenger sportsbook app powered by the Smarkets exchange, and Dundalk FC, one of Ireland’s most decorated football clubs.

The multi-year agreement marks SBK’s first foray into Irish football and comes as the League of Ireland experiences record growth, with rising attendances, investment, and increased media attention. Dundalk currently sit top of the League of Ireland First Division, pushing for a return to the Premier Division and building on a legacy that includes multiple league titles and European football campaigns.

As part of the partnership, SBK branding will feature across matchday and digital assets, and the two parties will collaborate on fan-focused initiatives throughout the season.

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“We’re proud to help SBK expand into one of Europe’s fastest-growing football markets,” said Malph Minns, Managing Director at Strive Sponsorship.

“Dundalk and SBK are both challenger brands with strong ambitions. This partnership is rooted in shared values, growth potential, and the desire to do things differently. The League of Ireland is a sleeping giant, and forward-thinking brands are starting to recognise the opportunity. We’re excited to play a part in bringing that vision to life.”

The deal extends SBK’s growing football sponsorship portfolio and continues Strive’s work supporting the brand’s data-led strategy for market entry, fan engagement, and long-term brand building across the UK and now Ireland.

Adam Baylis, Marketing Director at SBK, said: “We couldn’t be more excited to stand alongside Dundalk FC as partners this season. SBK are proud to back the Lilywhites and be part of this exciting journey back to the Premier Division!”

Nita Whelan, Head of Operations at Dundalk FC, said: “We’re delighted to welcome SBK to Dundalk FC. While SBK operates in the betting space, what stands out is their tech-first approach, focused on fairness and responsibility. It’s encouraging to align with a brand that’s pushing for better standards across the industry while also backing clubs like ours.”

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