1xBet to host elite partner event: Legends of the Game at SBC Summit Lisbon 2025
Summary
Global betting firm 1xBet is staging an exclusive partner party, “Legends of the Game”, at La Distilleria during SBC Summit Lisbon 2025 on 16 September. The invite-only event is presented as an interactive quest across four themed zones inspired by playing-card suits; guests collect cards or artefacts that lead them to a final “Hall of Legends”.
Special guest Claude Makélélé — former midfielder for Paris Saint-Germain, Real Madrid, Chelsea and France — will attend, and disco icons Boney M will perform, providing an atmospheric, theatrical experience that mixes industrial charm, historic architecture and garden space with surreal, Dalí-like touches. The night is pitched as both entertainment and a networking lab for iGaming operators, affiliates and partners.
Key Points
- 1xBet will host an exclusive, invite-only partner event at La Distilleria during SBC Summit Lisbon on 16 September 2025.
- The party is organised as a quest across four uniquely themed zones based on card suits; attendees gather cards/artefacts to reach the Hall of Legends.
- Football legend Claude Makélélé is the event’s special guest, offering partners a chance to meet a global sports star.
- Musical headline performance by Boney M, adding a recognisable entertainment draw to the evening.
- The venue blends industrial and historic elements with theatrical, surreal design aimed at immersive brand experience and networking.
- Event is targeted at iGaming professionals and 1xPartners affiliates, positioning informal interactions as pathways to business deals and longer-term partnerships.
Context and relevance
Brand-hosted experiential events at major industry conferences are increasingly common in iGaming — they boost sponsor visibility, deepen affiliate relationships and create memorable networking environments. 1xBet’s use of celebrity appearances and immersive theming follows a trend where operators invest in standout hospitality to cut through conference clutter and strengthen partner loyalty.
For attendees and affiliates, events like this are useful for building contacts, exploring partnership opportunities and seeing how major operators position themselves in a competitive market. For the wider industry, such activations signal continued marketing spend and a focus on relationship-led growth as conferences reclaim in-person momentum.
Why should I read this?
Going to SBC Lisbon or working in iGaming? This is the kind of slick, invite-only shindig that matters — celebrity guest, big-name band, immersive theme and prime networking. If you want the lowdown on who to bump into and why 1xBet is pushing hard on experience-led partner outreach, read on. If you aren’t attending, this still shows where operator marketing is heading this season — short version: splashy, social and strategic.