Betsson Retires Betsafe Name in Lithuania

Betsson Group is shaking things up in Lithuania. The company has decided to phase out the Betsafe name and operate under its main Betsson brand instead. The move is part of a broader plan to unify its presence across markets and strengthen recognition of its core identity.

Good to know

• Betsafe in Lithuania is now rebranded as Betsson.
• Customers will keep using their existing login credentials.
• Betsson is already investing in local offices and sports partnerships.

The transition marks the end of the Betsafe name in Lithuania, which had been active since 2017 after Betsson acquired TonyBet in 2016. According to Betsson, the switch allows the company to better align with its international branding strategy and simplify marketing across countries.

While the name is changing, the user experience will remain the same. Current Betsafe customers will not need to make any adjustments—login details stay unchanged, and account access remains uninterrupted.

Betsson Strengthens Local Roots with Global Branding Push

The rebrand does not mean Betsson is pulling back from Lithuania. In fact, the group is expanding its operations in the country. Last year, Betsson opened a larger office in the capital city of Vilnius, located in the Central Business District. That location now houses about 40 employees across commercial, support, and payments departments.

Beyond business operations, Betsson has embedded itself in Lithuania’s sports scene. Betsafe has been a title sponsor of the Lithuanian Basketball League and continues to support the men’s and women’s national basketball teams. The brand is also a sponsor of FC Žalgiris, one of the country’s most well-known football clubs.

Betsson Group CEO Jesper Svensson said the decision to rebrand was a strategic one: “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.”

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