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Rules and licensingSBC Summit to host digital marketing and CRM academy in September
The SBC Summit in September will feature a dedicated marketing academy focused on artificial intelligence, social platforms, and brand strategy for industry professionals.
Written by the BettingEdgeHub desk, 8 September 2026
The upcoming SBC Summit will host a specialised Digital Marketing and CRM Academy at the Sala Tejo in the MEO Arena on Wednesday, 30 September. This event forms part of the premium Education+ programme and aims to help industry commercial leaders build smarter marketing strategies. Attendees will learn how to improve audience targeting and allocate promotional budgets more effectively through modern technology.
Practical sessions and agentic tools
Lucy Neylin from Xtremepush will start the day with a demonstration of a campaign moving through its complete life cycle using agentic operating systems. She will show how automated tools can assist with audience discovery, creative work, compliance, execution, and reporting. Later in the event, Tatiana Vivienne Jouanneau from Allwyn will share principles on keeping established betting brands relevant across global markets.
Jouanneau will discuss how global consistency can be balanced alongside local team autonomy without losing brand identity. Her presentation will also explore how sports partnerships help strengthen brand trust with customers. Rasmus Sojmark noted that marketing fundamentals remain vital even as platforms shift rapidly.
Platform insights and artificial intelligence
A dedicated panel featuring representatives from Google and Meta will examine visibility across popular social channels. Mert Babayigit and James Fox will discuss creator partnerships, social commerce, and shifting consumer habits on platforms such as TikTok, Meta, Snapchat, and YouTube. They will also look ahead to future trends shaping content discovery and platform strategies in 2027.
Rikard Bildsten from Havion Media will present a practical guide on applying artificial intelligence to digital advertising. He will share practical tools that delegates can use to construct actionable marketing plans for their teams. Ben Jeffries from Influencer will close with a discussion on building commercial creator collaborations beyond standard social posts.
Smarter operator marketing and better targeted campaigns mean punters will likely see more relevant offers and sharper promotional deals across social media platforms.