The Lithuanian Football Federation (LFF) announced a new broadcasting partnership during the Lithuanian Football Awards ceremony on 9 February, presenting LNK Group (unrelated to LNK Group in Latvia, who own home ground of RFS – LNK Sporta Parks) as its official media partner for the next three years.
LFF president Edgaras Stankevičius confirmed that the agreement covers the upcoming seasons of the rebranded TOP Lyga, with league matches to be broadcast on BTV, a channel owned by the LNK Group. According to Stankevičius, the deal includes increased investment in production quality, with televised matches set to be filmed using eight cameras.
“This is a significant investment, but with partners like these, I believe we can create something that Lithuanian football has not seen before,” Stankevičius said during the event, adding that the shared vision between the federation and broadcaster was evident from the first meetings.
LNK Group CEO Zita Sarakienė also welcomed the partnership, highlighting the broadcaster’s intention to contribute to the growth and visibility of Lithuanian football. She confirmed that matches would be shown weekly at a consistent time slot and supported by a broad promotional campaign across all LNK channels. “Our entire group is committing to this project so that football can reach a wider audience both on television and in stadiums,” she said.
The partnership was formally marked with the signing of an agreement on an interactive board, after which Stankevičius presented Sarakienė with framed Lithuania national team shirts bearing the LNK logo.
The new collaboration will begin immediately, with LFF and LNK jointly promoting the LFF Super Cup on 16 February. The match between Lithuanian champions Kauno Žalgiris and cup holders Panevėžys will be played at the Marijampolė Football Arena, with kick-off at 15:00. Tickets are available via kakava.lt, and the match will be broadcast live on BTV.
