Betsson secures naming rights to Lithuanian Basketball League for 2025-2026 season
• Lithuania’s top basketball league to be renamed Betsson-LKL
• Partnership builds on long-standing collaboration between Betsson and the LKL
• New name and visual identity reflect brand alignment and growth strategy
Betsson Group has announced it will become the official naming partner of the Lithuanian Basketball League from the 2025–2026 season, with the league set to be renamed Betsson-LKL. The agreement marks a new phase in the operator’s ongoing collaboration with Lithuania’s premier basketball competition.
The deal follows the rebranding of Betsafe in Lithuania to Betsson earlier this year, aligning the local operation with Betsson’s flagship global identity. Betsson has served as title sponsor of the league through its Betsafe brand since 2017, and the new naming rights reflect the strategic shift towards greater brand consistency across international markets.
“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.
In addition to the name change, the league will adopt a refreshed visual identity. The rebranding initiative is designed to signal the start of a new chapter in the league’s development and elevate its profile both domestically and internationally.
“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.
Betsson Group currently operates in 24 regulated jurisdictions and has a strong history of supporting local sports organisations. The Betsson-LKL agreement continues this tradition, highlighting the group’s commitment to long-term investment and community engagement.
The 2025–2026 Betsson-LKL season is scheduled to begin in autumn 2025.
Do you have a story worth sharing?
Send it over to our editors!
