On October 28, the Barvy Event Hall will host the 6th All-Ukrainian Sports Marketing Conference, SBC Summit Ukraine 2026 Lviv. For the first time in its history, the summit will take place outside the capital. The event will be attended by over 700 representatives from sports clubs, leagues, federations, businesses, and the media. More than 50 speakers will take the stage across two venues.

SBC Summit Ukraine is the flagship conference of the Sport&Business Club community. The summit is held twice a year and, since 2024, has become the main platform for dialogue between sports, business, and the media in Ukraine.

The organizers explain the move of the event to Lviv by the fact that sports marketing has long ceased to be a Kyiv-specific topic and is now significant for the entire country. There are at least 10 reasons why readers of this article should attend the SBC Summit Ukraine 2026 Lviv.

1. A historic moment: The summit is coming to Lviv for the first time

For the first time in the history of the SBC Summit Ukraine, the country’s premier sports marketing event is moving beyond Kyiv. This signals that the industry thrives beyond the capital and offers professionals from western Ukraine the chance to experience a conference on par with Kyiv’s right in their own backyard. For Kyiv residents, it’s an opportunity to see how the sports industry operates in one of the country’s most dynamic regions and to meet its key players.

2. A scale that cannot be replicated anywhere else

Over 700 attendees, more than 50 speakers, and two parallel stages running all day. The Main Stage features strategic discussions and major panel sessions, while the Best Practices Stage showcases practical case studies. You can tailor the program to your specific goals and, in a single day, get a snapshot of the entire industry: the government, federations, clubs, brands, media, bookmakers, and foundations.

The summit opens with a Q&A session titled “Ukrainian Sports in a Period of Major Transformations” featuring Matviy Bidny (Ministry of Youth and Sports). Andriy Kovalsky (ICTV) will moderate. This is a question-and-answer format, not a formal speech, so you’ll have the opportunity to hear the ministry’s position on changes that affect everyone working in sports.

3. Who Actually Pays for Sports

One of the day’s most compelling panels brings together all the key players in the content market: Yevhen Dykyi (Ukrainian Premier League), Ihor Zaychuk (MEGOGO), Ihor Polosmak (Kyivstar TV), Oleg Shcherbakov (Tribuna.com), and Danylo Shchestuk (1+1 Media). Moderated by Arina Yevdokimenko (UPL TV). The discussion will focus on the economics of broadcasting, advertising, and sponsorship—in other words, the money that sustains professional sports. A rare opportunity to hear from rights holders, platforms, and media representatives all on one stage.

4. Mass Sports: How to Attract Those Who Have Never Participated

The Ukrainian Mass Sports Agency will present twice. Andriy Rebrina will take the Main Stage to discuss how to bring people who previously had no interest in sports into the fold. Anastasia Mikhailovska will take the Best Practices Stage to explain how to turn social media into a practical tool for developing mass sports. This is useful for federations, clubs, communities, and brands promoting a healthy lifestyle.

5. The 2026 World Cup Through a Bookmaker’s Eyes

Serhiy Mishchenko (GGBET) and Vitaliy Volochay (Maincast) will break down the World Cup in a Q&A session titled “Not According to the Predictions,” analyzing the tournament from the perspective of a player who views it through data, audience behavior, and marketing activations. This is useful for anyone who works with major sporting events as both a news hook and a business opportunity.

6. Lviv’s Sports Identity

The final Main Stage panel will focus on how sports shape a city’s identity. On stage will be Andriy Rusol (FC “Karpaty”), Artem Fedetskyi (FC “Karpatski Vedy”), Ihor Zinkevych (VC “Dynamo”), Stanislav Horuna (Ukrainian Karate Federation), Olga Shvedova (UNI FORCE), and Oleg Shpur (Leo Family Group). Moderated by Yevhen Buderatsky (“Ukrainska Pravda”). Soccer, water polo, karate, fitness, and community development together explain why Lviv has become a sports city and how this experience can be scaled up.

7. Veterans in Sports and Professional Life

The “Human Potential Without Barriers” panel brings together those who already work with veterans on a daily basis: the “Veteran Spirit of Lviv” veterans’ club, the “Unbreakable” para-hockey club, Didukh Academy, and the Shakhtar Social charitable foundation. Moderated by Artem Goncharenko (Institute of “Architecture of Resilience”). This is one of the most important topics for the country, and here it is discussed by practitioners, not theorists.

8. Sports as an Investment in the Region

The panel “Sports as an Investment in the Future of the Lviv Region” brings together all the region’s decision-makers: the Lviv City Council’s Sports Office, the Lviv Regional State Administration’s Department of Sports, Youth, and Tourism, the Lviv Regional Branch of the National Olympic Committee, the Bobersky University of Physical Education, and the Ukrainian Rugby Association. For businesses, this offers insight into the region’s priorities and entry points for collaboration; for communities, it provides a ready-made model of how the city and region work with sports in a systematic way.

9. Networking That Actually Works

Club and federation owners, marketing directors of major brands, media managers, and athletes will all be in the same space. Interactive partnership zones from leading brands create additional opportunities for networking. For BUSINESS ticket holders, there is a business lounge, a speaker area, and exclusive networking opportunities with key representatives from sports, business, and the media.

10. This is where deals and strategies for 2027 are born

It is at the SBC Summit Ukraine that sponsorship deals are signed, media projects are launched, and brand collaborations are initiated. The summit takes place in the second quarter and at the end of the year, making it the perfect time to align your plans with market trends and formulate a strategy for 2027—because here, the focus is on “what’s to come,” not “what’s already happened.”

Tickets are available on WayForPay in the SPORT and BUSINESS categories. And with the promo code LVIV20, you’ll get a 20% discount on both types of tickets.

Interfax-Ukraine is the event’s media partner