Betsson Group announces the launch of its premier brand, Betsson, in Lithuania.

Betsson Group, one of the leading companies in the European online gambling industry with over 20 brands in its portfolio, has announced the launch of its flagship brand in Lithuania. This latest expansion strengthens Betsson's presence across Europe.

In addition to launching its flagship brand, Betsson Group has confirmed the rebranding of its former Betsafe operation to the Betsson name. These strategic initiatives are significantly enhancing the company's presence in this key European market. The rebranding and launch come on the heels of Betsson Group's market entry in Lithuania in 2016, when the company acquired TonyBet and rebranded it as Betsafe the following year. Recognizing the expanding influence of the Betsafe brand in Lithuania, Betsson Group determined that transitioning to the Betsson brand would enhance brand recognition, offering improved scalability and consistency. This decision follows a significant recent investment by Betsson Group in Lithuania. About two years ago, the company relocated to a larger office space in Vilnius' Central Business District. Currently, this office employs around 40 workers who are integral to Betsson's operations in the country. In recent developments, Betsson has announced that it no longer intends to reenter the Dutch gambling market.

Betsson Group's decision to rebrand Betsafe in Lithuania aligns with its international marketing strategy. The company emphasizes high-profile sports sponsorships, partnering with major clubs like Inter in Italy, Boca Juniors and Racing Club in Argentina, as well as other prominent teams in Latin America and Europe. These partnerships aim to enhance brand visibility, and the rebranding in Lithuania supports this objective. Jesper Svensson, Betsson Group's CEO, remarked, Lithuania has been a key market for us, and this rebranding is a natural progression in our evolving strategy. He further noted, By consolidating our market presence under the Betsson brand, we can leverage marketing synergies, solidify our global identity, and continue delivering the exceptional service our customers rely on. In Lithuania, Betsafe is a proud supporter of both football and basketball teams. The company sponsors FC Žalgiris and serves as the title sponsor for the Lithuanian Basketball League, as well as the men's and women's national basketball teams.