'This is an important moment for the industry across the Americas,' says BETBY’s Juan Pablo Barahona after being named SiGMA North America ambassador
Juan Pablo Barahona, LatAm Regional Director at BETBY, has welcomed his appointment as an official ambassador for SiGMA North America 2026, describing the summit’s first Mexico City edition as an important moment for industry dialogue, regional networking, and sustainable growth across the Americas.
“It is a great honour to be named an official ambassador for the first edition of SiGMA North America in Mexico City,” said Juan Pablo Barahona, LatAm Regional Director at BETBY. “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. Mexico City will provide an important platform for companies looking to understand the region more deeply and identify new opportunities across both Latin and North America.”
Taking place from 1st to 3rd September 2026 at Centro Banamex in Mexico City, SiGMA North America will bring together operators, suppliers, affiliates, investors, and industry leaders from across Latin America, North America, and Spanish-speaking markets.
Barahona was recently selected as one of ten official ambassadors for the inaugural edition, joining a group of recognised industry voices chosen to support the visibility of the event and help connect it with key audiences across the region.
With more than 18 years of experience across management, administration, marketing, sales, technology, and business development, Barahona has built a strong reputation across the Latin American iGaming market. Prior to joining BETBY in February 2025, he held key roles at major organisations including Entain and Betway Group, gaining extensive experience across the betting, gaming, and wider technology sectors.
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, where the supplier is licensed to deliver its solution in Brazil and Peru.
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 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.
Barahona added: “For BETBY, SiGMA North America is 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.
Leading B2B provider
BETBY is a leading B2B provider of top-tier sports betting services, renowned for its groundbreaking technology and dedication to excellence. BETBY’s team of industry veterans tap into their knowledge and expertise to deliver a premium, adaptable, and scalable sportsbook platform tailored to meet the varied demands of operators across the globe. From dynamic in-play betting options to robust risk management tools and ground-breaking AI tools, BETBY is committed to propelling the success of its partners in the rapidly evolving landscape of online sports betting.
