BETBY, the leading sportsbook provider, has announced that its LatAm Regional Director, Juan Pablo Barahona, has been named an official ambassador for SiGMA North America 2026, joining a selected group of ten industry leaders chosen to support the launch of the summit’s first Mexico City edition.

Taking place from 1st to 3rd September 2026 at Centro Banamex in Mexico City, SiGMA North America will mark an important milestone for the event organiser’s expansion across the Americas. The inaugural summit is expected to welcome 4,000 delegates, 1,000 operators, more than 150 speakers, and over 200 exhibitors and sponsors, bringing together key decision-makers from across the iGaming, betting, affiliate, and technology sectors.

Barahona’s appointment reflects his strong reputation across the Latin American iGaming market, where he has built a distinguished career spanning more than 18 years across management, administration, marketing, sales, technology, and business development. Prior to joining BETBY in February 2025, he held key roles at major organisations including Entain and Betway Group, gaining extensive experience across both the betting and gaming industry and wider technology sector.

Since becoming BETBY’s LatAm Regional Director, Barahona has played an important role in strengthening the supplier’s regional presence, developing strategic partnerships, and supporting BETBY’s continued growth across Latin America. His combination of local market knowledge, commercial expertise, and cross-sector experience has made him one of the region’s recognisable industry figures and a strong representative for SiGMA North America’s ambassador programme.

The ambassador lineup also includes several prominent names from across the industry, including Javier Troncoso, Co-Founder & CEO of InsightPlay.ai; David Fica, Co-Founder of Land Vegas Group; Stephen Crystal, Founder & CEO of SCCG Management; Fellipe Fraga, CBO of Stellar Gaming; Iliana María Pineda Echeverri, Chief Legal & Compliance Officer at Wplay; Fernando Garita, Managing Partner & Co-Founder of Kabata Group; Elizabeth Maya Cano, President of Cornazar; Gonzalo Perez, CEO of Apuesta Total; and Rosa Ochoa, Founder & Strategic Advisor at Blue Global Gaming. Together with Barahona, the selected ambassadors will support the visibility of SiGMA North America and help connect the event with key audiences across North and Latin America.

The appointment also strengthens the connection between BETBY and SiGMA at a significant moment. As SiGMA expands its Americas event portfolio with the launch of SiGMA North America in Mexico City, BETBY continues to reinforce its position as a global sportsbook provider with a growing presence across Latin America, where it is licensed to deliver its solution in Brazil and Peru. The event will provide an important platform for industry dialogue, regional networking, and the presentation of solutions designed to meet the needs of modern operators.

Juan Pablo Barahona, LatAm Regional Director at BETBY, said: “It is a great honour to be named an official ambassador for the first edition of SiGMA North America in Mexico City. This is an important moment for the industry across the Americas, and I am proud to contribute to an event that will bring together so many influential voices, operators, suppliers, and partners from across the region. Latin America continues to be one of the most dynamic markets in iGaming, and initiatives like this are essential for building stronger connections, sharing knowledge, and supporting sustainable growth.”

BETBY will also be present at SiGMA North America 2026 at Stand 69P, where attendees will be able to meet the provider’s team and explore its comprehensive sportsbook solution. Visitors will have the opportunity to learn more about BETBY’s full product ecosystem, including its sportsbook platform, extensive sports coverage, proprietary esports feed Betby Games, AI Labs — its AI-driven sportsbook toolkit — and BETBY Predictions, the supplier’s industry-first fixed-odds prediction markets solution.

The provider’s participation in Mexico City forms part of its broader commitment to supporting operators across high-growth markets with flexible, innovative, and locally relevant sportsbook technology.

Barahona added: “BETBY has a clear vision for Latin America, and SiGMA North America will be an excellent opportunity to engage with partners, operators, and industry leaders who are shaping the future of the region. I look forward to representing both BETBY and the wider LatAm iGaming community in Mexico City.”

Attendees can meet BETBY at Stand 69P during SiGMA North America 2026 from 1st to 3rd September at Centro Banamex, Mexico City.