Betsson secures naming rights to Lithuania's basketball league

Betsson Group has announced that Lithuania’s premier basketball league will be officially named Betsson-LKL from the 2025-2026 season.

This change follows the rebranding of Betsson’s Lithuanian operations from Betsafe to Betsson earlier this year, aligning the local brand with its global identity. Since 2017, Betsson’s Betsafe brand has been the title sponsor of the league, supporting the growth and development of professional basketball across the country. 

A new visual identity for the league has also been introduced to mark this transition.

“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.

The partnership builds on nearly ten years of collaboration between Betsson Group and the Lithuanian Basketball League, aimed at promoting and developing professional basketball in the country.

The 2025-2026 Betsson-LKL season will begin in autumn 2025.

“We are grateful for a partnership that goes beyond branding,” said Rasa Liuimienė, general director of the LKL, in a report by Gaming Intelligence. “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.”

In the first quarter of 2025, Lithuania’s regulated gambling market recorded a gross win of €81.34 million (approximately $94.87 million) from a total betting handle of €1.15 billion (around $1.34 billion). Sports betting contributed €178 million ($207.55 million) in turnover and €14.82 million ($17.29 million) in gross win.