More than 50 speakers on two stages discussed the economics of broadcasting, soccer, padel, mass sports, and the reintegration of veterans into active life.
On October 28, the Barvy Event Hall in Lviv hosted the 6th All-Ukrainian Sports Marketing Conference, SBC Summit Ukraine 2026 Lviv. For the first time in the summit’s history, the organizers held the event outside of Kyiv, and Lviv responded with a full house.
More than 50 speakers took the stage across two venues, and 673 participants spent the entire day discussing funding, audiences, and the infrastructure of Ukrainian sports. The event was co-organized by the Ukrainian Mass Sports Agency and the Lviv City Council’s Sports Office.
BETKING served as the summit’s general sponsor, RIEL as the construction partner, and GGBET as the premium sponsor. Other partners included Jack Daniel’s Gentleman Jack, Kappa, Play Vision, Lviv’s premium sports club UNI FORCE, and PRAVDA beer, which brewed a special batch of Blanche for the participants. The social sector was represented by HeroCar, the 15th “Kara-Dag” Special Operations Brigade of the National Guard of Ukraine, and the KNUBA Institute of Veterans.
Guests included representatives of clubs, leagues, and federations, as well as company executives, marketers, media professionals, and athletes. Participants were welcomed by Maksym Kozytskyi, head of the Lviv Regional State Administration, and Mayor Andriy Sadovyi.
The main stage opened with a conversation between Matviy Bidnyi and ICTV host Andriy Kovalskyi about sports in a time of transformation. They discussed how to encourage children to participate in regular training and how to distribute responsibility among the state, communities, federations, and the business sector.
The regional dimension of the summit was most fully explored during the panel discussion “Sports as an Investment in the Future of the Lviv Region.” Anton Nikulin, Director of the Lviv City Council’s Sports Office, and Roman Khimyak, Director of the Department of Sports, Youth, and Tourism of the Lviv Regional State Administration, spoke about sports as a tool for regional development, which requires modern infrastructure, systematic work by sports organizations, and full-fledged cooperation with the business community. Yuriy Turyansky, head of the Lviv Regional Branch of the National Olympic Committee of Ukraine, and Petro Adamyk, president of the Lviv Region Rugby Federation, joined the discussion, which was moderated by Mykola Matrosov.
The commercial core of the program was the panel discussion “Who Pays for Sports.” Ukrainian Premier League (UPL) President Yevhen Dykyi, along with representatives from MEGOGO, Kyivstar TV, Tribuna.com, and 1+1 Media, analyzed the economics of broadcasts, advertising, and sponsorship—from broadcasting rights to models of collaboration with brands.
GGBET CEO Serhiy Mishchenko and commentator Vitaliy Volochay looked at the 2026 World Cup through the eyes of a bookmaker.
UAF Secretary General Ihor Hryshchenko called fans the main asset of the soccer industry. Andriy Rebrina, Director of the Mass Sports Agency, spoke about the barriers that prevent people from taking their first step into sports.
Entrepreneurs discussed the role of business in the country’s sustainability during a panel moderated by Oleksiy Braga, CEO of Sport Business Media Agency.
Padel received special attention. Oleksiy Dniprov, President of the Ukrainian Padel Federation and Vice President of the NOC, answered questions about how this new sport is developing its own market in Ukraine. The federation brought a miniature court to the summit, where Zalizko Courts explained the investment rationale behind padel infrastructure.
One of the most important discussions of the day centered on veterans. The panel “Human Potential Without Barriers” featured two-time Paralympic champion Viktor Didukh, Roman Gapachilo, president of the “Nezlamni” para-hockey club, as well as representatives from the Institute of “Architecture of Sustainability,” the “Veteran Spirit of Lviv” club, and the Shakhtar Social Charitable Foundation.
They discussed rehabilitation and the return to an active life through sports. The topic had a very specific Lviv dimension. The day before, on October 27, the city opened the “Hakivka” ice rink, equipped for people with disabilities, where the “Unbreakables” sledge hockey players will train. The Lviv City Council’s Sports Office presented the new facility at its booth.
The main stage program concluded with a discussion on Lviv’s sports identity. Participants included Olympic medalist Stanislav Horuna, “Karpaty” CEO Andriy Rusol, and UEFA Cup winner Artem Fedetskyi.
At the same time, discussions on the Best Practice Stage focused on media partnerships, creativity, and the digital transformation of Ukrainian soccer.
The insurance company VUSO (Kyiv) and the Ukrainian Football Association (UAF) have announced the start of their partnership and that the insurer has been granted the status of official insurance partner of the Ukrainian national soccer team, according to the insurer’s website.
As noted by VUSO CEO Andriy Artyukhov, the company is always on the lookout for projects that embody vibrant energy, character, and a drive to win. The partnership with the Ukrainian Football Association is precisely such an opportunity.
According to the information provided, the partnership includes comprehensive branding of the VUSO brand during the national team’s home and away matches, integration into the UAF’s digital channels, and the implementation of joint media projects.
“In soccer, as in life, it’s important to have reliable support and confidence in those around you. That is precisely why we are pleased to welcome VUSO as the official insurance partner of the Ukrainian national soccer team. It is especially valuable that, even amid the war, Ukrainian businesses continue to support Ukrainian sports and our national team,” noted UAF President Andriy Shevchenko.
VUSO Insurance Company was founded in 2001. On April 23, 2024, the National Bank of Ukraine renewed the company’s licenses to conduct insurance activities (33 for voluntary insurance and 17 for mandatory insurance). The company has 34 representative offices, two branches, and more than 20 agency sales centers throughout the country.
As of the end of 2025, the company’s insurance premiums exceeded 5.1 billion UAH. VUSO ranked second in the voluntary medical insurance and travel insurance segments, third in the comprehensive auto insurance and property insurance segments, and was among the top 10 insurers for mandatory auto liability insurance.
All matchups for the Round of 32 of the 2026 World Cup, which is being held in the United States, Canada, and Mexico, have been determined.
The first match of this round has already taken place: Canada defeated South Africa 1–0 and advanced to the Round of 16, where it will face the winner of the Netherlands–Morocco match.
All Round of 16 matchups for the 2026 World Cup:
June 28
South Africa – Canada – 0–1
June 29
Brazil vs. Japan
Germany vs. Paraguay
Netherlands vs. Morocco
June 30
Ivory Coast vs. Norway
France vs. Sweden
Mexico vs. Ecuador
July 1
England vs. DR Congo
Belgium vs. Senegal
United States vs. Bosnia and Herzegovina
July 2
Spain vs. Austria
Portugal vs. Croatia
Switzerland vs. Algeria
July 3
Australia vs. Egypt
Argentina vs. Cape Verde
Colombia vs. Ghana
Among the most notable matchups of the round are Brazil vs. Japan, the Netherlands vs. Morocco, France vs. Sweden, Portugal vs. Croatia, as well as the match between one of the tournament hosts, the U.S., and Bosnia and Herzegovina.
Reigning world champion Argentina will kick off the knockout stage with a match against Cape Verde; Spain will face Austria; England will take on the Democratic Republic of the Congo; and Portugal will face Croatia.
The 2026 World Cup will be held for the first time in an expanded format featuring 48 national teams. A total of 104 matches will be played during the tournament, with the final scheduled for July 19 at MetLife Stadium in East Rutherford, New Jersey.
The 2026 World Cup kicks off on June 11 and will be held across three countries for the first time—the United States, Canada, and Mexico. The tournament will be the largest in history: instead of 32 teams, 48 national teams will participate.
The format has changed. Teams are divided into 12 groups of four. The top two teams from each group, as well as the eight best third-place finishers, will advance to the knockout stage. This makes the group stage less intense but increases the importance of goal difference and the final score, even in matches against the favorites.
2026 World Cup Groups
Group A: Mexico, South Africa, South Korea, Czech Republic.
Group B: Canada, Bosnia and Herzegovina, Qatar, Switzerland.
Group C: Brazil, Morocco, Haiti, Scotland.
Group D: United States, Paraguay, Australia, Turkey.
Group E: Germany, Curaçao, Ivory Coast, Ecuador.
Group F: Netherlands, Japan, Sweden, Tunisia.
Group G: Belgium, Egypt, Iran, New Zealand.
Group H: Spain, Cape Verde, Saudi Arabia, Uruguay.
Group I: France, Senegal, Iraq, Norway.
Group J: Argentina, Algeria, Austria, Jordan.
Group K: Portugal, DR Congo, Uzbekistan, Colombia.
Group L: England, Croatia, Ghana, Panama.
The main favorites of the tournament are Argentina, France, Spain, Brazil, and England. Argentina enters the tournament as the reigning world champion, France remains one of the strongest teams in Europe, Spain boasts a strong generation of young players, Brazil is traditionally among the title contenders, and England remains one of the most expensive and balanced national teams in terms of its roster.
Portugal, Germany, the Netherlands, and Uruguay are also worth keeping an eye on. These teams may not always look like the top favorites, but they have enough quality to go far in the knockout stage.
Among the second-tier teams, Morocco, Croatia, Switzerland, Japan, Colombia, and Senegal are worth watching. Morocco has already proven at the 2022 World Cup that it can compete with European powerhouses, Croatia remains a tournament-ready team, and Japan is steadily improving and knows how to play against strong opponents.
From an economic standpoint, the 2026 World Cup will be not only a soccer event but also an infrastructure one. The U.S., Canada, and Mexico will see an influx of tourists, with hotels, airlines, restaurants, fan zones, the advertising market, and city services all experiencing additional demand for a month and a half.
The main intrigue of the tournament is whether the expanded format will maintain the quality of soccer. On the one hand, there will be more matches with clear favorites. On the other hand, smaller national teams will have a better chance of making it onto the world stage, and fans will have more unexpected storylines.
FC “Dynamo Kyiv” defeated FC “Chernihiv” 1–3 in the final and claimed the Ukrainian Football Cup, according to Suspilne Sport.
According to the report, Dynamo won the Ukrainian Cup for the first time in five years; the previous two Cup tournaments were won by Shakhtar, which was eliminated by Dynamo in the Round of 16 this season. On its way to the final, Chernihiv eliminated Metalist 1925 and became the first First League representative in seven years to reach the tournament’s decisive match.
For Dynamo, the Ukrainian Cup title is the 14th in the club’s history; the Kyiv team last lifted the trophy in the 2020/21 season under Mircea Lucescu.
Andrea Maldera, who previously worked for Italian soccer club AC Milan and, since 2016, has been part of the coaching staff for the Ukrainian national soccer team, has been named the new head coach of the Ukrainian national team.
As reported on the website of the Ukrainian Association of Football (UAF) on Monday, this marks the first time a foreign coach has led the Ukrainian national team.
“The Italian specialist’s candidacy was approved by the UAF Executive Committee upon the recommendation of the National Teams Committee. The contract with Andrea Maldera is for two years with an option to extend,” the statement reads.
Maldini was born on May 18, 1971. Throughout his career, he has served as an assistant head coach at AC Milan (Italy), Brighton (England), and Marseille (France). From 2016 to 2021, he served as Andriy Shevchenko’s assistant on the coaching staff of the Ukrainian national team.
As reported, Serhiy Rebrov has stepped down as head coach of the Ukrainian national team but will remain vice president and a member of the UAF Executive Committee. UAF President Andriy Shevchenko announced this on April 21.
Rebrov led the national team from 2023 to 2026; under his leadership, the team participated in the 2024 European Championship but failed to qualify for the 2026 World Cup.
