Betsson Group is putting its name front and centre in Lithuania’s basketball scene. From the 2025-26 season, the top-tier league will officially become Betsson-LKL. The Betsson LKL sponsorship builds on years of working together with the league.

  • The switch to Betsson comes after its Betsafe brand sponsored the league since 2017. Earlier this year, Betsafe in Lithuania was rebranded to Betsson to match the group’s main international brand. The naming rights change keeps everything consistent.

  • The league’s new title, Betsson-LKL, will be used from the 2025-26 season. Alongside the name change, a fresh visual identity has been launched. Both moves mark the next stage in the partnership.

  • The Betsson LKL sponsorship is part of the group’s wider approach to building visibility in regulated markets. Betsson now operates in 24 locally licensed jurisdictions worldwide. The group often backs sports at a local level to connect with communities.

  • Aurimas Šilys, Head of Betsson Lithuania, said: “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.”

  • Rasa Liuimienė, General Director of LKL, said the relationship is more than a naming deal. She noted the shared goal of growing a competitive league that can inspire players and fans across the country.

  • The Betsson-LKL season tips off in autumn 2025. The naming rights deal is the latest step in a partnership that’s been running for almost a decade.

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