Betsson seeks to grow Lithuania presence with Betsafe rebrand

Betsson Group has rebranded its Betsafe operation in Lithuania under its flagship Betsson brand as part of a wider effort to grow its presence in markets around the world.

The operator first entered the Lithuanian market in 2016 through the acquisition of TonyBet. This was then rebranded as Betsafe in the following year and has remained operational in the country ever since.

However, Betsafe will now switch to Betsson, with the group aiming for greater consistency and recognition of its core brand. The operator said existing Betsafe customers can continue to login with their existing credentials.

“Lithuania has been an important market for us over the years,” Betsson Group CEO Jesper Svensson said. “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.”

Ongoing investment for Betsson in Lithuania

The rebrand marks the latest move by Betsson to extend its presence in Lithuania. In 2023, it moved into a larger office in the Central Business District of capital city Vilnius. The site now employs approximately 40 people across commercial, payments and support functions.

Since entering Lithuania, Betsson has also worked with several local partners to support its long-term strategy. This includes Betsafe currently serving as title sponsor of the Lithuanian Basketball League.

In addition, the brand supports both the men’s and women’s Lithuanian national basketball teams, and sponsors football club FC Žalgiris.

“This brand transition also aligns with Betsson Group’s broader international marketing strategy,” Betsson said. “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.”