Lithuania’s premier basketball league will be officially known as Betsson-LKL under a new season-long sponsorship deal.
The agreement covers the 2025/26 season of the Lithuanian Basketball League (LKL) and sees the flagship Betsson brand replace Betsson’s Betsafe brand as the title sponsor of the league.
Betsafe has served as the league’s title sponsor since 2017 and the new agreement reflects its rebranding to the flagship Betsson brand earlier this year.
“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 new Betsson-LKL season gets underway in autumn 2025.
Rasa Liuimienė, general director of the LKL, commented: “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.”
Lithuania’s regulated gambling market generated total gross win of €81.34 million in the first quarter of 2025 from total handle of €1.15 billion. Within this, sports betting had turnover of €178 million and gross win of €14.82 million.
Shares in Betsson AB (STO:BETS-B) were trading 0.37 per cent higher at SEK163.50 per share in Stockholm Monday morning.