That's the name of the company that runs the hotel, opera, and casino at Monte Carlo.

Wikipedia has a good explanation of what Société des Bains de Mer et du Cercle des Étrangers � Monaco (SBM) is and how it came into existence.

https://en.wikipedia.org/wiki/Soci%C3%A9t%C3%A9_des_bains_de_mer_de_Monaco