On October 28, Lviv hosted the 6th All-Ukrainian Sports Marketing Conference, SBC Summit Ukraine 2026, marking the first time the event took place outside of Kyiv. Organized by the Sport&Business Club at the LEOLAND Barvy Event Hall, the summit gathered over 700 participants and more than 50 speakers, including representatives from sports clubs, federations, businesses, media, and marketing agencies.
The opening remarks were delivered by the Head of the Lviv Regional Military Administration Maksym Kozytskyi, Lviv Mayor Andriy Sadovyi, and Ukraine’s Minister of Youth and Sports Matvii Bidnyi. Kozytskyi emphasized the critical need for investments in sports—going beyond Olympic medals to foster youth, professional, and adaptive sports, as well as building an inclusive sports environment essential for societal unity and equality. Minister Bidnyi noted that Ukraine’s sports sector is approaching significant transformation due to the ministry’s ongoing work, and he underscored the importance of implementing systemic measures to prevent Russia from returning to international sports.
Throughout the summit, attendees engaged in discussions covering sponsorship and partnership strategies, digital communications, youth sports development, and funding mechanisms for athletic projects. Significant focus was placed on adaptive sports and supporting veterans and individuals with disabilities.
Roman Khim’iak, Director of the Department of Sport, Youth and Tourism of the Lviv Regional Military Administration, shared the region’s experiences in building a unified sports ecosystem. He detailed advancements in children’s, mass, professional, and adaptive sports, infrastructure updates, and private investment attraction. Khim’iak highlighted that between 2023 and 2026, the region completed nearly a dozen infrastructure projects, ranging from medical and rehabilitation sports spaces to indoor athletic arenas and a rowing base. However, he cautioned that physical infrastructure alone is insufficient; qualified professionals are urgently needed to work daily with wounded veterans and people with disabilities, requiring state-level decisions for professional training and support.
Ultimately, the conference served as a collaborative venue for sports organizations, businesses, and media to exchange practical expertise and explore new pathways for the growth of Ukraine’s sports industry.
