BiS SiGMA São Paulo 2026 surpasses 15,000 attendees, confirms dates for 2027

At the close of the 2026 edition of BiS SiGMA São Paulo, SiGMA World’s Marketing Director for the Americas, Cristian Robalino, spoke with Yogonet and shared an overview of the event, highlighting its growth, the strong interest in the Brazilian market, and the company’s next steps in the region. When asked about the results of this edition, Robalino emphasized the company’s shift in role in organizing the event:

“This is the first event fully organized by SiGMA, and the results have been very positive. In previous years, we were collaborators in developing the event, but this year was the first time SiGMA brought its own distinct touch. The outcome has been very good, both for us and for the exhibitors who took part. Brands, affiliates, operators—everyone is very happy with what was achieved. Overall, the result is extremely positive.”

Regarding the state of the Brazilian market, marked by the consolidation of sports betting and an election year, the executive noted: “As in every World Cup year, we’re looking at something that mobilizes a lot of people.

“A large number of operators and suppliers are already planning what they will do, and we addressed this topic in our conferences and panels. We also had the presence of football players at the event, and companies are preparing themselves, as the Brazilian market still has room to grow—it’s maturing, and that’s becoming evident.”

On attendance, Robalino shared figures that further establish the event as one of the most important in the region: “By the afternoon of the final day, we were close to 15,000 participants. We expect to reach around 15,500 once the final numbers are in. This makes it the largest event in Latin America, and that is reflected not only in its scale, size, and number of exhibitors, but also in attendance.”

Looking ahead, he confirmed the next edition of the event: “The fair will take place from April 5 to 8, 2027. As soon as this event wraps up, we begin planning the next one.”

Finally, the executive spoke about one of the company’s major projects: its expansion into Mexico, marking a new step in its global strategy.

“Of course, we are leveraging the full strength of SiGMA to boost the event in Mexico. We are the only company with events in Asia, Europe, South America, and Africa. The only regions missing are Australia and Antarctica. North America was our next growth step.”

“People in Latin America already know our brand—especially over the past two or three years—but we wanted to create another event that would be closer to this audience, and we chose Mexico City specifically. It’s a very special location, not only because of its large business volume, but also because it will bring together Latin America and North America under one roof. We expect strong local attendance, as well as participants from Peru, Colombia, Ecuador, Argentina, Brazil, Chile, the United States, and Canada. It will be an event for the Americas, positioned in Mexico for Latin American audiences.”

On what will set this new event apart, he concluded: “For us, industry representation is extremely important, and we expect strong attendance and broad representation at this debut. We have agreements with associations such as AIEJA, as well as institutional support from LOTBA in Argentina, APOJA in Paraguay, ABRAJOGO in Brazil, and CORNAZAR in Colombia, among others.

“For us, this event is not just in Mexico and for Mexico—it’s for the United States and all Latin American countries. We are working to kick off this journey with full force, building on the energy of what we experienced in Brazil and carrying it forward.”