ICONIC21 sponsors BC Rytas ahead of Vilnius opening

• ICONIC21 has agreed a sponsorship deal with Lithuanian basketball club BC Rytas.
• The supplier is building a two-floor, 1,400-square-metre studio and office hub in Vilnius, due to open in Q4 2026.
• Recruitment for game presenter and studio operations roles is already under way.

ICONIC21 has agreed a sponsorship deal with Lithuanian basketball club BC Rytas, timed to coincide with the digital content provider’s build-out of a new operational hub in the city.

The partnership was announced on 10 September 2026, ahead of the facility’s official opening in the fourth quarter of the year.

Colours on court

The sponsorship puts the ICONIC21 brand across BC Rytas’s on-court and off-court assets for the season.

Rytas is one of Lithuania’s most established basketball clubs, with a large following in Vilnius and competitions spanning the domestic Lithuanian Basketball League and the international Basketball Champions League.

Rokas Benetis, Country Manager at ICONIC21, said:

“We are proud to support Rytas and proud to be growing in the same city.”

Two floors, one city

The Vilnius site will occupy more than 1,400 square metres across two floors, combining production studios with administrative office space. ICONIC21 has already flagged the scale of the project: in early September it confirmed plans to create 350 new roles as part of the build-out, a figure that puts the site among its largest in Europe.

The company said the hub is intended to anchor its regional operations and support further growth across the continent, rather than function as a satellite office.

Hiring on home turf

Recruitment is under way for game presenter and studio operations positions, roles usually tied directly to live-dealer output rather than back-office work. ICONIC21 said it wants to draw on local talent and offer a route into international business for people starting or building their careers.

The company cited Vilnius’s skilled workforce, modern business infrastructure, and growing appeal to international investors as reasons for the choice.

Lithuania has drawn wider betting and gaming interest through 2026: Fortuna Entertainment entered the local market through a TOPsport partnership in March, one of several signals that the Baltic capital is pulling in fresh commercial activity.

The deal lands weeks after ICONIC21 struck an aggregator agreement with Alea, extending its content into operator networks beyond direct integrations.

For a supplier about to staff a large local site, a shirt sponsorship and courtside branding tend to carry more weight with prospective hires and local partners than a stand at a trade show. It puts the ICONIC21 name in front of the exact talent pool the Vilnius hub is meant to recruit from, months before the doors open.