On Wednesday, May 27, the capital’s Parkovy Exhibition and Convention Center hosted the SBC Summit Ukraine, the All-Ukrainian conference on sports marketing, for the first time. This year’s summit marked the fifth anniversary of the event and was the largest in the history of the Sport&Business Club. It brought together nearly 1,500 participants from across the country, including athletes, presidents of federations and clubs, brand representatives, media professionals, entrepreneurs, marketers, investors, and managers. Throughout the day, guests networked, discussed future projects, exchanged experiences, and agreed on collaborations that are sure to continue after the summit.
The summit was co-organized by the Ukrainian Mass Sports Agency, the Kyiv City State Administration’s Department of Youth and Sports, the Sports Committee of Ukraine, and the Donetsk Regional Branch of the National Olympic Committee of Ukraine.
The event was hosted by Maria Skiba, a journalist for the “We Are Ukraine” TV channel, and Dmytro Yegorov, a radio host for “Autoradio.”
In a festive atmosphere, Alexei Braga, CEO of the Sport&Business Club, presented a certificate for 100,000 hryvnias to Artem Goncharenko, head of the “Architecture of Resilience” Institute for Veterans at KNUBA. The funds were raised through donations from participants in the Club’s events and will be used to purchase necessary rehabilitation equipment.
The summit took place simultaneously on two stages, featuring over 60 leading experts in the fields of sports, business, and media who are driving the industry forward today. The event served as a platform for candid dialogue on reforms, major investments, the survival of sports during wartime, attracting sponsors, integrating new technologies, rehabilitating veterans, and building athletes’ personal brands off the field.
Speakers on the main stage included: Matvii Bidnyi, Minister of Youth and Sports of Ukraine; Vadym Guttsait, President of the National Olympic Committee of Ukraine; Olga Saladukha, President of the Ukrainian Athletics Federation; Yulia Khan, Director of the Department of Youth and Sports at the Kyiv City State Administration; Ukrainian soccer legend Oleksandr Shovkovskyi; Ihor Marynych, Director of Adidas Ukraine; sports blogger and founder of Trendets Camp Dmytro Povooznyuk, CEO of Lenovo in Ukraine Taras Dzhamalov, President of the Ukrainian Premier League Yevhen Dykyi, Ukrainian and Turkish soccer champion and creator of a YouTube project Denys Boiko, MEGOGO journalist Oleksandra Kucherenko, Vice President of the NOC of Ukraine and President of the Ukrainian Padel Federation Oleksiy Dniprov, Olympic fencing champion Olena Kravatska, 6-time Ukrainian track and field champion and Biopell ambassador Daria Stavnycha, FC Shakhtar goalkeeper coach Andriy Pyatov, Olympic judo medalist Daria Bilodid, founder of the rhythmic gymnastics academy and Olympic bronze medalist Anna Rizatdinova, WowBody App owner Anita Lutsenko, three-time Olympic canoeing medalist Lyudmila Luzan, and others.
At the same time, practical discussions on the development of sports projects, audience engagement, and modern communication tools took place on the Best Practices Stage for three hours. Speakers included: European fencing champion Roman Svichkar, DuelDuck founder Stanislav Horuna, Spartan Ukraine director Oleksiy Vovk, X-Park founder Yuriy Zozulia, Red Foxes director Olena Rozhkova, and others.
“Holding the summit at the Parkovy Exhibition and Convention Center was our big dream, and I am truly proud that we managed to make it happen, even amid the war. This event has become the largest in our history, as we have broken absolutely all of our own records for the number of speakers, guests, and partners. When you see how this powerful synergy of sports, business, and media is working at full capacity on such a platform, you realize that nothing is impossible for our industry.
Our goal remains unchanged—to create a space for open dialogue, major investments, the emergence of new technological use cases, and collaborations that drive the industry forward. In today’s environment, maintaining this momentum and uniting sports and business is of the utmost importance. But, of course, we wouldn’t have achieved such an impressive scale without our reliable partners, the Club’s large community, and our strong team. Thank you to everyone who has been a part of this story—and see you soon!” – Alexey Braga, CEO of Sport&Business Club.
KYIV, MARKETING, SBC Summit Ukraine, Sport&Business Club, SPORTS
