The Lithuanian gambling regulator has concluded its investigation into the use of the Betsson brand in the name of the Lithuanian Basketball League and decided not to impose a fine, as the violation was corrected during the inspection. The case arose following recent amendments to Lithuania\u2019s gambling advertising law, which tightened restrictions on the visibility of sponsorship in sports.<\/p>\n\n\n\n
Betsson Branding Investigation<\/strong><\/p>\n\n\n\n The Lithuanian Gambling Supervision Authority (LPT) <\/strong>completed an investigation of the operator Lo\u0161im\u0173 strategin\u0117 grup\u0117 <\/strong>regarding the use of the Betsson<\/strong> brand in the Lithuanian Basketball League\u2019s name, \u201cBetsson-LKL.\u201d<\/strong> The review was conducted after amendments to the Gambling Law <\/strong>came into force on 1 July 2025, prohibiting the inclusion of gambling operators\u2019 names in the titles of sports clubs, leagues, or other sponsored entities.<\/p>\n\n\n\n Despite the new rules, the Betsson brand continued to appear in the league\u2019s name, prompting the regulator to assess whether this constituted prohibited gambling advertising under the updated legislation.<\/p>\n\n\n\n Violation Removed During Inspection<\/strong><\/p>\n\n\n\n During the inspection, the operator followed the regulator\u2019s guidance and corrected the violation before the review was completed. LPT stated: \u201cAfter the inspection began, Lo\u0161im\u0173 strategin\u0117 grup\u0117 took the Authority\u2019s recommendations into account and removed the infringement. The Lithuanian Basketball League name is now published with a clear separation of the sponsor\u2019s name \u2014 \u2018LKL, sponsored by Betsson\u2019<\/strong>.\u201d<\/p>\n\n\n\n In addition, the registration of the \u201cBetsson LKL\u201d trademark was cancelled, and the branding is no longer used publicly. As the violation was eliminated before the inspection concluded, the regulator determined that its supervisory objectives had been achieved.<\/p>\n\n\n\n LPT follows the principle of minimal and proportionate supervision, under which enforcement measures are applied only when compliance cannot be achieved by other means. Considering the nature of the violation and the operator\u2019s corrective actions, the authorities concluded that imposing sanctions was unnecessary.<\/p>\n\n\n\n