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Betsson Group officially rebrands Betsafe in Lithuania
Betsson Group has rebranded its Betsafe operation in Lithuania to its main Betsson brand, aiming to grow its global presence and strengthen brand recognition.
Betsson entered Lithuania by purchasing TonyBet back in 2016. Then, in 2017, the business was rebranded to Betsafe. Now, in 2025, Betsafe will officially become Betsson. Current Betsafe users can continue using their existing accounts without changes.
Jesper Svensson, CEO of Betsson Group, said:
“Lithuania has been an important market for us over the years. 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.”
The rebranding follows other investments in Lithuania. Back in 2023, Betsson opened a larger office in Vilnius’ Central Business District. Currently, around 40 staff members work there in payments, support, and commercial roles.
The company released a statement:
“This brand transition also aligns with Betsson Group’s broader international marketing strategy. 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.”
Betsson and the sports market
Betsson Group has its presence in local sports as well. The company is the main sponsor of the Lithuanian Basketball League. National men’s and women’s basketball teams are also under Betsson’s attention. Moreover, Betsson is also a sponsor of the top football club FC Žalgiris.
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