Lithuanian Basketball League Becomes Betsson-LKL from 2025

Betsson Group has announced that from the 2025-26 season, Lithuania’s premier basketball league will be officially known as Betsson-LKL.

This marks a new phase in Betsson’s long-standing partnership with the Lithuanian Basketball League (LKL). Since 2017, the Betsafe brand has served as the league’s title sponsor, supporting the continued development of professional basketball in the country. Earlier this year, Betsafe in Lithuania was rebranded to Betsson.

A refreshed visual identity for the league has also been unveiled, marking the beginning of this new chapter.

“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.

“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 Liuimienė, General Director of the LKL.

The upcoming Betsson-LKL season will officially commence in autumn 2025.