SBC Summit Ukraine 2026 Conference
On May 27, the fifth All-Ukrainian Sports Marketing Conference, SBC Summit Ukraine 2026, took place in Kyiv. The event’s premium sponsor, betting brand GGBET, presented a study of the 21+ audience that disproved the misconception that Gen Z doesn’t watch matches. A panel discussion on Gen Z habits was also held during the conference.
The conference was held at the Parkovy Convention and Exhibition Center and gathered around 1,300 attendees. More than 60 speakers took the stage, including:
- Serhiy Mishchenko, CEO of GGBET
- Oleh Shcherbakov, editor-in-chief of Tribuna.com
- Ihor Marynych, director of Adidas Ukraine
- Oleksandr Fedoryshyn, head of media at FC Polissya
Sports blogger Dmytro Povorozniuk moderated the panel discussion.
Research Findings
The study, conducted among FC Polissya fans, GGBET users, followers of Tribuna.com and Sport Business Media, and Dmytro Povorozniuk’s audience, surveyed 937 individuals. The results showed that:
- 54% of adult Gen Zers (21+) watch matches regularly, several times a week or more.
- 94% of Gen Z watch sports events online, indicating that online is their primary way of engaging with sports.
- 37% of Gen Z want offline interaction with players, while 65% see a match as an opportunity to spend time with friends.
- Only 16% of all respondents attend stadiums, but a significant portion of those do so regularly.
- Gen Z is the only generation that ranks subscriptions and content among their top sports-related expenses (33%).
Serhiy Mishchenko stressed the importance of creating relevant and timely content to engage audiences, stating: 'The only way to interact with the audience is to create relevant and timely content.'
In today’s media landscape, Gen Z is the most social generation offline, highlighting their need for active interaction and socializing with friends during sports events. Alternative broadcasts with streamers have the lowest demand across all generations compared to other content types, underscoring the importance of traditional ways of consuming sports.
The SBC Summit Ukraine 2026 conference served as a key platform for discussing new trends in sports marketing, particularly among younger audiences. The study’s findings confirm the growing role of online content and the need to adapt marketing strategies to attract youth to sports events. This could become a critical factor for brands aiming to stay competitive in a rapidly changing media environment.
As the conversation around Gen Z's engagement with sports continues, it's interesting to note how this demographic is shaping the landscape ahead of major events. For instance, the playful rivalry between Ronaldo and Mbappé illustrates the dynamic ways athletes connect with younger audiences, especially as excitement builds for the 2026 World Cup.