Behind The Gloves will launch a trading card-based networking promotion at SBC Summit Lisbon in Portugal on September 29 as part of its marketing campaign for the Midnight Mayhem charity boxing event in Barcelona in January 2027. The activation matters commercially because it brings operator-backed event promotion onto a major business-to-business gambling conference floor, while using a prize-led collection mechanism to drive delegate engagement ahead of the fundraising event.
The Midnight Mayhem Fight Card Collection will comprise 25 cards featuring people involved in the campaign, including participants expected to take part in the boxing programme. Each card will assign a score out of 100 across several categories, following the format of traditional sports trading cards. Behind The Gloves plans to distribute 1,000 packs during the Lisbon conference, with six cards contained in each pack.
The campaign has been designed around scarcity. Two cards will be issued in substantially lower quantities than the rest of the collection, limiting the number of possible complete sets to 10. Delegates who assemble all 25 cards and present the completed collection to Behind The Gloves will be eligible to claim a VIP table at Midnight Mayhem, which the organiser values at €6,500.
SBC Summit Lisbon is scheduled to run over three days and attracts gambling operators, technology suppliers, affiliates, payment providers, regulators, advisers and media businesses. By making certain cards difficult to obtain, the organiser is seeking to encourage attendees to move between stands, exchange cards and discuss the forthcoming boxing event with other delegates. The campaign will also introduce delegates to the individuals involved in the bouts and to the charities associated with them.
Promotional competitions have become a common feature of large gambling industry conferences, where exhibitors compete for attention in busy exhibition environments. However, prize-based activations can require clear conditions around eligibility, redemption and availability, particularly where valuable hospitality packages are offered. The information released by Behind The Gloves outlines the limited number of complete sets but does not set out full competition terms, verification procedures or any restrictions that may apply to prize recipients.
The prize is linked to Midnight Mayhem, which is due to be held at La Paloma in Barcelona, Spain, on January 19, 2027. Behind The Gloves has scheduled 20 figures from the iGaming sector to take part in 10 boxing bouts. The event is intended to combine fundraising with industry networking, hospitality and an evening programme centred on the fight card.
Betsson and ComeOn Group have committed support for Midnight Mayhem. Their involvement gives the event backing from two established online gambling groups at a time when operators are under continued scrutiny over their approach to responsible business practices, sponsorship and corporate social responsibility. Neither company’s specific financial contribution nor the detailed scope of its participation was disclosed in the campaign announcement.
For gambling companies, charity events can provide opportunities to engage with business partners and staff outside conventional commercial settings. They can also create compliance considerations, particularly when brand involvement is connected to hospitality, event promotion or public-facing fundraising. Operators active in regulated European markets must balance marketing objectives with internal policies on sponsorship, responsible gambling messaging, anti-bribery controls and the treatment of hospitality offered to commercial contacts.
Behind The Gloves is targeting more than €200,000 in fundraising through the Midnight Mayhem campaign. The proceeds are intended to support 25 charitable causes, including organisations selected directly by the participating fighters as well as the promoter’s established charity partners. The model gives each boxer a link to a specific cause, potentially broadening the range of fundraising audiences associated with the event.
Charities named in the wider campaign include Support Our Paras, WBC Cares UK, Oliver’s Wish Foundation, the Cystic Fibrosis Trust and CHIPS. Causes selected by fighters include Parkinson’s UK, the MS Society, The Royal Marsden Cancer Charity, Pancreatic Cancer UK, Help for Heroes, Action Medical Research and Great Ormond Street Hospital Children’s Charity. The full list of 25 supported causes has not been detailed in the event announcement.
The breadth of the charity list may help the campaign reach different sections of the gambling industry, but it also creates an administrative challenge. Fundraising organisers must be able to establish how contributions are allocated, document the flow of funds and provide participants and sponsors with transparency over the use of proceeds. This is particularly relevant where a campaign combines ticketing, corporate backing, auction-style or prize-led activity, and donations linked to individual participants.
Behind The Gloves said Midnight Mayhem was created to bring together businesses from across the gambling supply chain. The intended audience includes operators, game and platform suppliers, payment companies, affiliates, compliance providers, media organisations and senior industry executives. Such cross-sector gatherings are a regular part of the iGaming conference calendar, although their commercial value can be constrained by tighter corporate travel budgets, compliance approval processes and growing competition among industry events.
The Barcelona event will use professional boxing production and will include hospitality and networking elements alongside the bouts. An afterparty is also planned following the main programme. While the format is designed as a charity event rather than a regulated gambling product, its association with gambling companies and an industry conference means participating brands will be visible to a professional audience already subject to varying national advertising and promotional standards.
Midnight Mayhem is affiliated with WBC Cares UK, the charitable arm connected with the World Boxing Council’s community initiatives. Behind The Gloves said it intends to use that relationship to draw attention to boxing-related themes including inclusion, wellbeing and community activity. The affiliation links the campaign to a recognised boxing body, although the event itself is structured around amateur or industry participant bouts rather than a conventional professional boxing promotion.
Founder Lee McFarland said the organiser wanted the event to have a fundraising purpose beyond its networking and entertainment elements. He said the participation of 20 industry figures and the backing of Betsson and ComeOn Group had strengthened the campaign’s ability to pursue its €200,000 target. McFarland also said the Lisbon card collection was intended to create interaction among delegates before the event moves to Barcelona.
The first operational test for the campaign will come at SBC Summit Lisbon, where attendees will be able to obtain and trade the card packs from September 29. Behind The Gloves will then need to manage the redemption process for the limited VIP prize, continue fundraising activity with its commercial supporters and finalise participant and event arrangements ahead of the January 19, 2027 boxing night in Barcelona.
Sarah Thompson is an editorial byline used by Casino No Deposits for industry news coverage. Articles published under this byline are summarised from reporting by licensed gambling industry news sources and produced with AI assistance, then published against our editorial rules on accuracy, sourcing and tone. They are not first-hand reporting and do not contain personal player accounts. Our full process, including how bonus listings and ratings are maintained separately by our team, is documented in how we review casinos: https://casinonodeposits.com/how-we-review-casinos/
Looking for somewhere to play? See our current no deposit bonus offers, updated with verified codes and full wagering terms.
4.5/5MegawinEU Casino Review
Bonus Code: NDB10
