Betsson Group replaces Betsafe with its flagship brand in Lithuania

Betsson Group has officially replaced the Betsafe brand in Lithuania with its flagship brand, Betsson, as part of a global rebranding strategy.

The move unifies the company’s identity across regulated markets and strengthens its position in Lithuania, where it has operated since acquiring TonyBet in 2016. TonyBet was rebranded to Betsafe in 2017 and has since become one of the country’s top gaming operators.

“Lithuania has been an important market for us over the years, and this rebrand is a natural next step in our journey,” said Betsson CEO Jesper Svensson. “By aligning our presence in the market under the Betsson brand, we can tap into broader marketing synergies, strengthen our global identity, and continue offering the same great service that our customers know and trust.”

The Betsson brand will offer the same services previously available under Betsafe, now with greater resources, broader international partnerships, and stronger marketing support, according to the group.

Betsson has invested heavily in Lithuania in recent years, including the opening of a larger office in Vilnius, which now houses around 40 employees.

The company also remains active in local sports sponsorships. It is the title sponsor of the Lithuanian Basketball League (Betsafe-LKL), supports both the men’s and women’s national basketball teams, and sponsors the football club FC Žalgiris.

The rebrand also aligns with Betsson’s global marketing efforts, which include sports partnerships with major football clubs in Europe and Latin America such as Inter Milan, Boca Juniors, and Atlético Nacional.

"These global initiatives not only raise brand awareness but also bring added value to local markets like Lithuania through stronger brand recognition and cross-market campaigns," the company said.