Almost 1500 participants, 60 speakers and a whole day of networking: the anniversary sports marketing conference SBC Summit Ukraine 2026 took place in Kyiv
The event was hosted for the first time by the Parkovyi Congress and Exhibition Center – the capital's largest event venue. On Wednesday, May 27, the capital's Parkovyi Congress and Exhibition Center hosted for the first time the All-Ukrainian sports marketing conference SBC Summit Ukraine. This year's summit was a jubilee one – the fifth – and the largest in the history of Sport&Business Club. It brought together almost 1,500 participants from across the country, including athletes, presidents of federations and clubs, representatives of brands,
The event was hosted for the first time by the Parkovyi Congress and Exhibition Center – the capital's largest event venue
On Wednesday, May 27, the capital's Parkovyi Congress and Exhibition Center hosted for the first time the All-Ukrainian sports marketing conference SBC Summit Ukraine. This year's summit was a jubilee one – the fifth – and the largest in the history of Sport&Business Club. It brought together almost 1,500 participants from across the country, including athletes, presidents of federations and clubs, representatives of brands and the media, entrepreneurs, marketers, investors and managers. Throughout the day, guests got to know each other, discussed future projects, exchanged experience and agreed on cooperation that will definitely continue after the summit.
The co-organizers of the Summit were the Mass Sports Agency of Ukraine, the Department of Youth and Sports of the KMDA (Kyiv City State Administration), the Sports Committee of Ukraine and the Donetsk Oblast branch of the NOC of Ukraine. The strategic partner of the conference was the charitable organization “MHP-Hromadi Charitable Foundation”».
Sport&Business Club thanks Viktor Remskyi personally for his support, and the Parkovyi Congress and Exhibition Center for helping to develop the sports sector in Ukraine.
The event was hosted by the presenter of the TV channel “My – Ukraina” Mariia Skyba and the radio host of “Avtoradio” Dmytro Yehorov. The lively atmosphere on the Main Stage was kept up by the drummer Viktor Dang (special thanks for this go to the Federation “National Dance League of sport dancing”). The filming of the conference, some episodes of which viewers will be able to see later, was organized by Kremen TV.
In addition to the performances on the stages, summit participants could visit exclusive partner zones. For example, the general sponsor of the event – betking – set up an interactive entertainment space where guests could take part in various activities, earn coins and exchange them for cocktails.
The systemic developer RIEL presented a conceptual space at the intersection of fashion, architecture and modern urban thinking. In this zone, models walked the runway in looks that reflected the mood and philosophy of specific residential complexes: the Kyiv complexes Brother, Sister, Maxima Residence, Nordica Residence, Evening and Morning, and the Lviv complexes Big Ben and Father.
The premium sponsor of SBC Summit Ukraine 2026, the bookmaker brand GGBET, set up an ultramodern and stylish zone at the venue. The main highlight of the location was a huge interactive claw machine filled with sports balls and branded gifts. Anyone could try their luck, operate the mechanical “claw” and catch exclusive merch as a keepsake.
The biotechnology brand Biopell presented at the venue its innovative solutions for supporting the body and improving quality of life. A zone was set up at the location where visitors could get acquainted in detail with the company's product line.
At its branded stand, the Mass Sports Agency held the official draw for the 2025/2026 season final as part of the project “Plich-o-plich All-Ukrainian School Leagues.” Guests of the event watched the determination of the tournament brackets in football (for pupils in grades 1–4 and 5–9), handball (grades 7–8) and volleyball (grades 5–9).
Its own activity was also prepared by the Ukrainian Padel Federation – at its stand, guests could learn more about this sport and try hitting the ball with a racket.
The lobby also featured a charity corner of the program “Hero CAR”, where every guest could join the fundraiser for wheeled vehicles for the Armed Forces of Ukraine and receive a commemorative gift.
The general radio partner of the summit – “Avtoradio” – set up an on-site studio where it recorded podcast interviews with the event's star guests in real time.
In the Business Lounge, guests could try the premium whiskey range from Jack Daniel’s and exclusive cocktails created on its basis. The brand also set up a retro photo zone where guests could take souvenir photos in the brand's stylized atmosphere.
Guests were treated by the event's partners – the world-famous Chilean wine brand Casillero del Diablo, the TM Senor Cartel and Sky Coffee.
The guests' hydration at SBC Summit Ukraine 2026 was taken care of by “Karpatska Dzherelna”, the event's water partner.
At the location of the charitable foundation “Kozhen Vazhlyvyi” a special exhibit was presented – a glove with the autograph of Oleksandr Usyk, who the day before SBC Summit Ukraine 2026 won his latest fight.
The active sports zone was presented by SPARTAN UKRAINE – a world series of obstacle races.
A photo zone with the letters SUMMIT was placed in the entrance area, where guests actively took photos and natural networking took place. Sport&Business Club thanks Yurii Snidchenko and Nestoinameste House for their support and the props provided
The exhibition area also featured stands of the manufacturer of reusable bottles and thermo cups UZSPACE, the business park Yevropasazh, the security holding SHERIFF, the fitness club chain MalibuFIT, the investment agency InvestUA, the business club Win Win Club, the professional podcast studio Svitlo Group and the Veterans Institute of KNUBA.
In a festive atmosphere, the CEO of Sport&Business Club Oleksii Braha presented a certificate for 100,000 hryvnias to the head of the Veterans Institute “Architecture of Resilience” of KNUBA Artem Honcharenko. The funds were raised through donations from participants of the Club's events and will be used to purchase the necessary rehabilitation equipment.
The summit took place on two stages at once, where more than 60 leading experts in sports, business and media, who are driving the industry forward today, spoke. The event became a platform for a candid dialogue on reforms, large investments, the survival of sports during wartime, attracting sponsors, integrating new technologies, the reintegration of veterans, and building athletes' personal brands beyond the arena.
The main stage was opened by a Q&A session on reforming the sports system in Ukraine. The conversation with the Minister of Youth and Sports of Ukraine Matvii Bidnyi was moderated by Nataliia Yemchenko, director of public relations and communications at SCM and chair of the supervisory board of the “Sertsia Azovstali” charitable foundation.
The conversation about the future of Ukrainian sport continued in the format of a panel discussion moderated by the general producer of the TV channel “My – Ukraina” Yurii Suhak. Sharing their vision for the development of the sector were the president of the NOC of Ukraine Vadym Gutzeit, the president of the Athletics Federation of Ukraine Olha Saladukha, the director of the Department of Youth and Sports of the KMDA Yuliia Khan and the president of the Ukrainian Karate Federation Ivan Dutchak.
The transformation of sponsorship was discussed by the Head of Brand Activation & Partnerships at betking Yevhen Yatsenko, a 15-time champion of Ukraine, Champions League semi-finalist and legend of Ukrainian football Oleksandr Shovkovskyi, as well as the commercial director of MEGOGO Ihor Zaichuk. The discussion was moderated by journalist and sports commentator Volodymyr Zvierov.
The marketing director of RIEL Borys Tsomaia raised in his speech the topic of the impact of hate on brands' communications and reputation and ways of responding to it.
The panel “Do zoomers watch matches: how not to miss the generation of streams and short formats,” held with the support of premium sponsor GGBET, brought together GGBET CEO Serhii Mishchenko, the director of Adidas Ukraine Ihor Marynych, the editor-in-chief of Tribuna.com Oleh Shcherbakov and the head of the media department of FC “Polissia” Oleksandr Fedoryshyn. The conversation was moderated by sports blogger and founder of Trendets Camp Dmytro Povoroznyuk.
The director of the CSR department of MHP spoke about business social responsibility and sport as a tool for veterans' reintegration Pavlo Moroz.
The topic of endurance and the long distance in business was raised in a discussion moderated by Vladyslav Antypov (owner and CEO of the environmental consulting company TsERN) with the participation of Dmytro Stryzhov (SHERIFF), Taras Dzhamalov (Lenovo in Ukraine), Hennadii Chyzhykov (Chamber of Commerce and Industry of Ukraine, marathon runner), Nataliia Morozova (Havas Village Ukraine) and Yevhen Shahov (Age Management).
The Head of Strategy & R&D of the advertising holding Megapolis+ Viktor Ivanchenko spoke about winning attention beyond screens and the role of Out-Of-Home communications in attracting audiences, while the director of the state institution “Mass Sports Agency of Ukraine” Andrii Rebryna raised the topic of building a habit of physical activity at the country level.
Later, the president of the Ukrainian Premier League Yevhen Dykyi and the football champion of Ukraine and Turkey, author of his own YouTube project, Denys Boiko summed up the 2025/2026 football season.
In her speech, the CEO of the communications agency Havas Red Ukraine Daria Cherkashyna told how unexpected collaborations build love for adidas that cannot be bought.
The strategy director and partner of the creative companies group Idealers Group, Roman Zotov, the Chief Marketing Officer of KFC Ukraine Anastasiia Lipachova and the sports commentator and co-owner of Maincast Vitalii Volochai revealed the behind-the-scenes of creativity in sports marketing. Using the joint advertising campaign of the KFC brand, launched on the eve of the Winter Olympic Games, as an example, they showed how unconventional ideas break the usual rules and hook the audience.
The panel “The court as a growth point: why is everyone playing padel?”, hosted by MEGOGO journalist Oleksandra Kucherenko. The phenomenon of this game was discussed by the vice president of the NOC of Ukraine and president of the Ukrainian Padel Federation Oleksii Dniprov, the founder of KAN Development Ihor Nikonov, the Olympic fencing champion Olena Kravatska, the 6-time champion of Ukraine in athletics and Biopell ambassador Dariia Stavnycha and the goalkeeper coach of FC “Shakhtar” Andrii Piatov.
Their thoughts on how sport helps veterans recover themselves and change the country were shared by Oleksandr Pedan (moderator, public organization “JuniorS”, charitable organization “Druhe Dykhannia UA”), Mykhailo Drobotenko (world record holder in para-jiu jitsu), Artem Honcharenko (Veterans Institute of KNUBA), Valentyn Romaniuk (amputee football team “Shakhtar Stalevi”), Vitalii Veres (world champion in adaptive strongman) and Vladyslav Blazhchuk (marathon runner, ambassador of “Druhe Dykhannia”).
The final discussion panel was devoted to an athlete's personal brand in the modern media space. ICTV journalist Andrii Kovalskyi discussed this topic with the Olympic judo medallist Daria Bilodid, the Olympic medallist and founder of her own academy Anna Rizatdinova, the coach, nutritionist and owner of WowBody App Anita Lutsenko, as well as the three-time Olympic medallist and world champion in canoe rowing Liudmyla Luzan.
In parallel, on the Best Practices Stage, practical discussions on developing sports projects, working with audiences and modern communication tools lasted for three hours. The partner of this location was KHARAKTER PARK.
The panel “The power of movement: how to create sport that people want to come back to,” moderated by the European fencing champion Roman Svichkar brought together Stanislav Horuna (DuelDuck), Oleksii Vovk (Spartan Ukraine), Yurii Zozulia (X-Park), Olena Rozhkova (Red Foxes) and Stanislav Fedorov (Ukrainian Horting Federation).
The program continued with a series of practical talks. Alina Pshenychnykova (Netpeak) spoke about turning an audience into a loyal community, while Bohdan Hetmanov (Banda Agency) analyzed whether sponsor logos remain in customers' long-term memory.
The topic of technology was raised by Vlad Vakhilchuk and Vladyslav Prysiazhniuk (Evolution), who presented a case study on the use of artificial intelligence in football management.
To conclude, Volodymyr Polishchuk (MUST Marketing Agency) explained the tools of 5B branding for influencing customer behavior, while Oleksii Aletynskyi (digital agency ZVISNO) revealed the secrets of attracting millions of views for projects.
Also, following the prize draw, one of the summit participants went home with the main prize – a PlayStation 5 gaming console.
At the end of the official program, a cake in honor of the fifth anniversary summit was brought onto the stage from the Club's sweet partner – BKK, which all the guests were later able to enjoy.
The event's style partner, which helped create the image of the organizing team, was Yarmich.
The evening continued in an informal atmosphere: guests chatted, shared their impressions and enjoyed treats from the partners.
The full photo album from the event is available on Google Drive via the links: Part 1, Part 2.
Sponsors and partners of SBC Summit Ukraine 2026
General sponsor – betking. You are the king!
Premium sponsor – GGBET
Co-organizers – the Mass Sports Agency of Ukraine, Department of Youth and Sports of the executive body of the Kyiv City Council (Kyiv City State Administration), the Sports Committee of Ukraine and the Donetsk Oblast branch of the NOC of Ukraine
Construction partner – system developer RIEL
Official partner – charitable foundation “Kozhen Vazhlyvyi”
Strategic partner – charitable foundation “MHP-Hromadi”
Health partner – Biopell
Attention partner – advertising holding MEGAPOLIS+
Local partner – Parkovyi Convention and Exhibition Center. Technical partner – RentMedia
Business Lounge partner – Jack Daniel’s Gentleman Jack
General radio partner – Avtoradio. General media partner – media holding 1+1 media
Wine partner – the legendary Chilean wine Casillero del Diablo
Security partner – holding SHERIFF. Creative partner – Idealers. Digital partner – ROAS marketing agency Red5. Style partner – YARMICH.
Business partner – business park “Yevropasazh”. Technology partner – Proove.
Coffee partner – Sky Coffee. Mood partner – Senor Cartel brand. Water partner – Karpatska Dzherelna
Media partner – media service MEGOGO, Ukraine's largest media service, which streams exclusive sports, TV channels, films from leading studios and educational courses.
Social partner – Veterans Institute “Architecture of Resilience” of KNUBA. Sports partner – the Ukrainian Padel Federation. Expo zone partners – UZSPACE and Svitlo Group.
Media partners of Sport&Business Club – “Epitsentr” and Lavina Mall, TV channels “My – Ukraina” and “My – Ukraina+”, websites Sport.ua, Tribuna.com, XSPORT, Football Hub and SportArena.com, platform “Futbol 2.0”, media group “Trukha Ukraina”, UA.NEWS and BET UA. Fashion partner – Fashion TV
