Betsson Group has launched its flagship sports betting brand Betsson in the Lithuania market as part of its drive to “unify and elevate its brand presence globally”.
As part of the process, the operator’s existing Betsafe brand will transition to Betsson, with the brand having been active in the country since 2017.
Betsson Group first launched in Lithuania via the acquisition of the TonyBet brand in 2016, before it rebranded to Betsafe the following year.
Betsafe currently serves as the primary sponsor of the Lithuanian Basketball League.
The brand also supports both the men’s and women’s Lithuanian national basketball teams, in addition to sponsoring football club FC Žalgiris.
The company opened an office in Vilnius’ Central Business District back in 2023, which today houses around 40 employees working across commercial, payments and support functions.
The operator said the decision to launch Betsson in the market formed part of its desire to “bring even greater consistency, scalability and brand recognition to its operations across regulated markets”.
Betsson Group added that Lithuanian customers can expect “the same trusted and seamless gaming experience – now backed by the strength of a globally recognised brand”.
Betsson Group CEO Jesper Svensson noted: “Lithuania has been an important market for us over the years, and this rebrand is a natural next step in our journey.
“By aligning our presence in the market under the Betsson brand, we can tap into broader marketing synergies, strengthen our global identity and continue offering the same great service that our customers know and trust.”
Earlier this month, Betsson Group opted against returning to the Netherlands after failing to receive post-closing approval on two acquisitions from the Netherlands Gambling Authority.
The operator had previously announced the purchase of Holland Gaming Technology and Holland Power Gaming NV back in February 2024 for a combined total of €27.5m.
The post Betsson Group launches eponymous flagship brand in Lithuania first appeared on EGR Intel.
Operator’s Betsafe brand will transition to Betsson after eight years in the Baltic market
The post Betsson Group launches eponymous flagship brand in Lithuania first appeared on EGR Intel.