Sports - archive

The sports view on sports betting

Hard Rock partners with Lionel Messi in global brand ambassador deal

Lionel Messi has become the first athlete to partner with Hard Rock International (HRI) after signing a five-year worldwide brand ambassador contract with the...

Illinois becomes No.2 in US sports betting despite April revenue fall

Illinois became the second biggest US sports betting state in April, despite suffering the steepest month-on-month decline in sports wagering volume in the young...

New Hampshire to allow pari-mutuel wagering on historical horse racing

New Hampshire Governor Chris Sununu has signed House Bill 626 into law this week, thereby authorizing pari-mutuel wagering on historical horse racing (HHR) in...

Bally’s and KO Entertainment combat sports deal aims to transform fan engagement

Sports betting and igaming firm Bally's Corporation has announced a strategic partnership with Oscar de la Hoya's KO Entertainment, a subsidiary of elite boxing...

Integrity remains high on the agenda as pro sports leagues acclimatize to legalized US...

The turnaround in attitudes from the professional sports leagues towards legalized sports betting in the US was one of the main topics for discussion...

BetMGM designated as an authorized gaming operator of the Professional Fighters League

The Professional Fighters League (PFL) has designated BetMGM as a US Authorized Gaming Operator of the PFL, enabling fans across the country to wager...

Canada Premier League signs up ComeOn! as official sports betting and online casino partner

The Canadian Premier League has firmed up a new multi-year deal with ComeOn!, naming the online gaming site as its Official Sports Betting and...

Cam Adair joins EPIC Risk Management to address esports betting related harm

EPIC Risk Management has appointed international speaker and entrepreneur Cam Adair as its Online Gaming and Esports consultant.Widely hailed as a leading expert on...

BetMGM ties up media deal as exclusive sports betting partner of The Hockey News

BetMGM has been named as the exclusive Sports Betting Partner of The Hockey News, pairing two of the biggest names in the sports betting...

OtherLevels: serving up the right marketing proposition for US sports betting fans

Jenny Lu, General Manager for the Americas, at marketing solutions firm OtherLevels, spoke with SBC Americas this week about the firm’s activities stateside and...

Event News

SBC Summit SBC Connect

SBC Summit 2026 rolls out structured networking, powered by SBC Connect

SBC Summit is giving delegates greater control over who they meet in Lisbon, with a new structured networking program, powered by SBC Connect, that...
SBC Global Prediction Markets Forum

SBC unveils new Global Prediction Markets Forum in Lisbon 

SBC has announced the launch of the Global Prediction Markets Forum, a new standalone event dedicated to one of the fastest-evolving sectors in betting...
SBC Summit

SBC Summit’s new masterclasses bring hands-on training to delegates

SBC Summit will introduce three expert-led Masterclasses in 2026, giving delegates practical training in sportsbook trading, electronic gaming and responsible gaming marketing.Running from September...
Affiliate Leaders Awards Shortlist

Meet the Nominees: Affiliate Leaders Awards 2026 Shortlist Revealed

SBC has revealed the shortlist for the second edition of the Affiliate Leaders Awards, taking place at Lisbon’s MEO Arena on Wednesday, September 30.More...