McGregor, Usyk and Ngannou Are Heading to Rome. iGaming Brands Are Fighting for Attention.

When a regular exhibition stand no longer draws a crowd, iGaming brands bring world champions. SiGMA World Rome runs November 2–5, 2026, at Fiera Roma. Organisers expect more than 30,000 delegates and 1,200 sponsors and exhibitors. Yet the fiercest competition may be for attention.

Who's bringing whom?.

Conor McGregor — 1XBET. The former UFC two-division champion is announced as a guest at the brand's booth on November 3. Oleksandr Usyk — GR8_TECH × Ready to Fight. The Ukrainian boxing champion will join an invitation-only GR8_TECH partner gathering on November 4. Francis Ngannou — Solidicon. The MMA superstar is listed among the brand's celebrity guests. Gianluigi Buffon — N1 Partners Group. The legendary Italian goalkeeper joins the football-themed activations. Marco Materazzi — Blokotech. The 2006 World Cup winner appears with the technology brand. Nicola Ventola — Betsson Group. The former Inter striker is linked with Betsson's activation. Giancarlo Fisichella — SiGMA World / Italy Pavilion. The former Formula 1 driver joins event activities. MRDRIP (Mark Rios) — DELULU Gaming. The artist and influencer appears in Tribuna.com's guest roundup.

Nine halls. One scarce resource.

Attention. Celebrity appearances deliver queues, photographs and social impressions. But awareness is not ROI. The return comes from qualified meetings, commercial partnerships and deals generated after the show.

BETDILLA Verdict.

SiGMA Rome is becoming a world championship of exhibition marketing. Getting McGregor to your booth makes noise. Turning that crowd into profitable deals is a completely different sport. Appearances are announced ahead of the event and schedules or access arrangements may change.