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Custom Exhibition Stands for SBC Summit
SBC Summit is the most important event on the sports betting and iGaming calendar, bringing together suppliers and technology providers from across the betting industry to Lisbon every year. Noisy&Co are specialist SBC Summit exhibition stand builders, we are the partner you want in your corner.
Custom exhibition stands that deliver added advantage
Design for impact
We reject the ordinary and create bold, unexpected visuals that demand attention and set your brand apart on the show floor.
Full service delivery
From logistics to on-site installation, we manage every aspect of your presence so your team can focus entirely on the show.
Our final 5% rule
While many focus only on the first 95%, we apply the final 5% rule to ensure meticulous precision and a flawless finish on every handover.
Memorable moments
We spark curiosity and turn every visitor interaction into a world-class brand experience that is seen, heard and remembered.
An SBC Summit exhibition stand builder with proven experience
SBC Summit takes place annually in Lisbon and consistently attracts a highly commercially focused audience of sports betting operators, platform providers, and the full range of technology and services suppliers that serve the global betting market.
As an experienced SBC Summit exhibition stand builder, Noisy&Co understands the fast-paced, commercially driven dynamic of the show. We have delivered exhibition stands for brands across the iGaming and sports betting sectors at major international events including SBC Summit, ICE Barcelona and SiGMA.
Exhibition stand services
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Custom built exhibition stands
Concept development
3D design & visualisation
Expo stand builders & fabrication
Exhibition stand installers
Technology integration
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Trade show content
Motion graphics
VFX & animation
Video production
Gamification
Interactive content
Immersive environments
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International exhibition booth installation
Project management
Site services support
Trade show stand contractors
Sourcing
Logistics and storage
An SBC Summit exhibition stand built for results
SBC Summit has a distinctly commercial character that sets it apart from the broader spectacle of ICE Barcelona. The audience arrives in Lisbon with clear objectives, defined supplier shortlists, and limited patience for brands that cannot communicate their value proposition quickly and credibly.
Your stand needs to work hard from the moment the doors open, creating immediate brand impact while providing the structured environments your team needs. We design SBC Summit exhibition stands that are built around that commercial reality, combining bold visual presence with the spatial intelligence.
When should I start planning my SBC Summit exhibition stand?
SBC Summit takes place annually in Lisbon and while the annual cadence might suggest there is always time to plan, the reality is that the most impactful stands at the show are the ones where the strategic conversation started well ahead of the design process. As a general principle, conversations with your SBC Summit exhibition stand builder should begin at least six months before the show opens, and for larger or more complex stands eight to ten months is more appropriate. We have delivered SBC Summit exhibition stands with shorter lead times where the brief allows, but the commercially focused nature of the show means that brands which invest time in the strategy before the design begin consistently produce stronger results. The brief is not just about what the stand looks like. It is about what it needs to achieve for your business during three days in Lisbon.
What are the specific build and logistics requirements at SBC Summit in Lisbon?
SBC Summit is held at the Feira Internacional de Lisboa, a well-established venue with clear operational procedures but one that requires careful advance planning for international exhibitors. For brands shipping from outside Portugal, customs and import documentation needs to be initiated early, and for exhibitors arriving from outside the EU the process requires additional planning and lead time. The build schedule at SBC Summit is tightly managed and the show attracts a growing number of exhibitors investing in increasingly ambitious stand builds, which means demand for quality installation slots and skilled local labour fills up faster than many brands expect. The venue has its own structural, electrical, and rigging specifications that need to be understood and designed around from the outset. As an experienced SBC Summit exhibition stand contractor we manage the full logistics and compliance process on behalf of our clients, from freight coordination through to on-site build management and handover, so your team arrives in Lisbon focused entirely on the show.
How do you design an SBC Summit stand that communicates quickly to a commercially focused audience?
The SBC Summit audience is one of the most commercially focused of any trade show in the iGaming and sports betting calendar. Delegates arrive in Lisbon with packed schedules, defined meeting lists, and limited time to spend on stands that do not immediately communicate a clear and relevant proposition. That reality changes the design brief in a fundamental way. At a show like SBC Summit, the first three seconds of a visitor's impression of your stand are more commercially significant than at almost any other event. The stand needs to answer the question of what you do and why it matters before a delegate has even stepped on. That means ruthless clarity in the visual communication, a spatial layout that makes it immediately obvious where to go and what to do, and a brand presence confident enough to stop someone mid-stride on a busy show floor. We design SBC Summit exhibition stands around that three second brief, ensuring the most important message your brand needs to communicate lands first, every time.
What is the difference between exhibiting at SBC Summit and ICE Barcelona?
SBC Summit and ICE Barcelona are the two most important events on the sports betting and iGaming exhibition calendar, but they have distinct characters that experienced exhibitors understand and plan for differently. ICE Barcelona is the industry's flagship event, drawing the full breadth of the global iGaming market to Fira Barcelona in a show that combines broad industry visibility with significant commercial deal-making across every sector of the industry. The scale and diversity of ICE means it serves a wide range of objectives simultaneously. SBC Summit is more focused. The show has a strong sports betting identity and attracts an audience that is particularly commercially active, with a high concentration of operators, affiliates, and platform buyers who are there specifically to evaluate suppliers and progress commercial relationships. For brands whose primary market is sports betting, SBC Summit often delivers a higher density of precisely the right audience than ICE. For brands with a broader iGaming portfolio, ICE offers the reach and market coverage that SBC cannot match on its own. The most effective strategy is to treat both shows as complementary parts of a coherent annual programme rather than competing priorities, with stand design and commercial objectives tailored to the distinct character of each event.
How do you create an SBC Summit stand that works for both operators and technology suppliers?
SBC Summit brings together two interdependent but quite different audiences whose objectives on the show floor require different things from the same physical environment. Sports betting operators and bookmakers are evaluating technology partners, assessing platform capabilities, and looking for suppliers who understand the specific operational demands of running a betting business at scale. Technology and services suppliers are there to demonstrate those capabilities, build relationships with those same operators, and differentiate themselves in a market where the commercial stakes are high and the buying decisions are complex. A stand that serves both audiences needs to be designed around that dynamic from the outset. For the operator audience, the stand needs to project technical depth and commercial credibility, with demonstration environments that allow your team to show platform capabilities in context and meeting spaces appropriate for detailed procurement conversations. For the supplier and partner audience, it needs to communicate innovation and market understanding. The spatial design, the content strategy, and the way your team is positioned across the stand all need to reflect both objectives without either feeling like an afterthought.
