Betsson Consolidates Lithuanian Operations Under Core Brand
Betsson Group has rebranded its Lithuanian operation from Betsafe to Betsson, ending a seven-year run under the former name. The move is part of a broader strategy to unify the company’s international presence under a single core brand.
Betsson Replaces Betsafe Brand in Lithuania
Betsson’s presence in Lithuania dates back to 2016, when the group acquired TonyBet and rebranded the platform to Betsafe the following year. Since then, Betsafe has served as Betsson Group’s primary brand in the country.
That chapter is now closing. The operator confirmed that Lithuanian customers will continue to access the platform using their existing credentials, but under the Betsson name moving forward. The change is intended to streamline brand recognition and marketing across all active markets.
“ Lithuania has been an important market for us over the yearsThis 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”, said Betsson Group CEO Jesper Svensson.
Deeper Investment in Lithuanian Market
The rebrand is part of a wider commitment to Lithuania, where Betsson has continued to expand its footprint. In 2023, the group relocated its operations to a larger space in Vilnius’ Central Business District, now home to around 40 employees across commercial, payments, and support teams.
Betsson has also become a major player in Lithuanian sports sponsorship. The brand is the title sponsor of the Lithuanian Basketball League and maintains partnerships with both the men’s and women’s national basketball teams. In football, Betsson sponsors top-tier club FC Žalgiris.
“This brand transition also aligns with Betsson Group’s broader international marketing strategy,” the company said in a statement. “The group is actively investing in high-profile sports sponsorships.
“These global initiatives not only raise brand awareness but also bring added value to local markets like Lithuania through stronger brand recognition and cross-market campaigns.”