Betsson secures naming rights to Lithuanian Basketball League

(PRESS RELEASE) -- Betsson Group is pleased to announce that from the 2025-2026 season, Lithuania’s premier basketball league will be officially known as Betsson-LKL.

This marks a new phase in our long-standing partnership with the Lithuanian Basketball League (LKL). Since 2017, our Betsafe brand has served as the league’s title sponsor, supporting the continued development of professional basketball in the country.

Earlier this year, Betsafe in Lithuania was rebranded to Betsson, aligning the local operation with our flagship international brand. This strategic move strengthens our presence in the market and reinforces our commitment to brand consistency across all the regions in which we operate. The league’s new name – Betsson-LKL – reflects this evolution and the next step in our collaboration.

A refreshed visual identity for the league has also been unveiled, marking the beginning of this new chapter.

“This step allows us to further strengthen our position in the market, offer customers the benefits of our technology platform, and continue upholding high standards of responsible gaming,” said Aurimas Šilys, Head of Betsson Lithuania.

Betsson Group currently operates in 24 locally regulated jurisdictions and has a strong track record of investing in local sports communities. Our partnerships are built on shared values, long-term thinking, and mutual respect. The Betsson-LKL naming rights agreement builds on nearly a decade of collaboration, and reflects our joint ambition to raise the profile of Lithuanian basketball even further.

“We are grateful for a partnership that goes beyond branding. Our work with Betsson Group is rooted in a shared vision – to develop a top-tier basketball league in Lithuania that inspires fans and players alike,” said Rasa Liuimiene, General Director of the LKL.

The upcoming Betsson-LKL season will officially commence in autumn 2025.