Betsafe transitions to Betsson as the Group strengthens its global brand presence
Betsson entered the Lithuanian market in 2016 through the acquisition of TonyBet, rebranded as Betsafe in 2017. Since then, the brand has grown into one of the market leaders. This move to Betsson reflects the Group’s aim to deliver greater consistency, scalability, and global brand recognition.
“Lithuania has been an important market for us for many years, and this rebrand is a natural next step,” said Jesper Svensson, CEO of Betsson Group.
Betsson maintains a strong local footprint, with a team of around 40 employees based in its Vilnius office. The Group is also deeply committed to sports partnerships in Lithuania, acting as title sponsor of the Lithuanian Basketball League (Betsafe-LKL), and sponsor of both the men’s and women’s national basketball teams, as well as FC Žalgiris.
This transition is part of a broader international marketing strategy that includes sponsorships with Boca Juniors, Racing Club, Inter Milan, Atlético Nacional, and others, aiming to strengthen global recognition while bringing value to local markets.
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