Following its recent rebrand from Betsafe to Betsson, Betsson Lithuania has announced the extension of two long-standing sports partnerships – with FK Žalgiris, one of the country’s most iconic football clubs, and the Lithuanian Basketball Federation (LKF) – until the end of 2027.

These renewed agreements reinforce Betsson’s commitment to supporting sport in Lithuania and underline the Group’s continued focus on building strong local brands with international recognition.

Betsson Lithuania will remain the main sponsor of FK Žalgiris, a partnership that began in 2022 and coincided with the club’s historic qualification for the UEFA Conference League group stage – the first ever by a Lithuanian football team.

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The renewed sponsorship sees the Betsson logo continue to feature prominently on the front of the club’s kit as the team enters a new era, having recently acquired its own home stadium in Vilnius.

“With such loyal partners as Betsson, we can grow and reach our goals,” said Vilma Venslovaitienė, Chairwoman of FK Žalgiris.

The partnership aims to enhance brand exposure within football audiences, further strengthening Betsson’s presence in this passionate sporting market.

Betsson Lithuania has also extended its long-term cooperation with the Lithuanian Basketball Federation, with whom it has partnered since 2016. The sponsorship supports both the federation and the national basketball team – one of the most recognisable sports brands in the region.

Aurimas Šilys, Managing Director of Betsson Lithuania, said: “Since 2016, Betsafe has been part of the international Betsson Group. In order to achieve greater synergy and increase international brand value, we are now unifying under the Betsson name. Collaborations with high-visibility partners such as the Lithuanian Basketball Federation are key to strengthening our global presence.”

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Mindaugas Balčiūnas, President of the Lithuanian Basketball Federation, added: “We are pleased with the continued cooperation with Betsson – a long-term and extremely important partner who helps us grow and improve across the board. We appreciate their trust and believe that together we can achieve more victories – both on and off the court.”

Lithuania has implemented new stricter restrictions on gambling advertising.

According to the Gaming Control Authority, the changes are transitional before a full ban on gambling advertising comes into force in 2028. Until then, gambling advertising will be restricted but allowed.

“The aim of the amendments to the Gaming Law is to reduce the accessibility of gambling and the harm it causes to society,” Sandra Vitkevičiūtę, an advisor at the Authority, said.

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From July 1, gambling organisers will be able to advertise their names and brands only on their headquarters or gambling venues, while other external advertising is banned. Companies will also be able to advertise their name and trademark on their website.

Only publications dedicated to the gambling business will be allowed to publish information about gambling.

Only betting commercials will be allowed on TV, radio and the internet, but they will be limited to 15 seconds and aired no more than three times an hour between 06:00 and 18:00 and no more than twice an hour between 18:00 and midnight.

Moreover, online betting ads must not be linked to betting websites.

From July, gambling operators can still sponsor sporting events, organisations, sports broadcasts and athletes, as well as cultural or artistic events and their broadcasts.

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However, the names of gambling companies can no longer be used in the names of sports clubs or leagues, but they will still be allowed to appear next to the sponsored club or athlete.