The historic Lithuanian brewery Gubernija, celebrating its 360th anniversary this year, has become a strategic partner of the Lithuanian Basketball League (LKL). The two organizations signed a long-term cooperation agreement that unites two important Lithuanian traditions – the brewing heritage and the passion for basketball.
“This year Gubernija celebrates a special occasion – its 360th anniversary. We feel that this partnership with LKL is a natural continuation of our path. We are the oldest industrial company in Lithuania, yet a modern and dynamic organization, actively engaged in Šiauliai’s community life for many years. Now we seek even closer ties with society, and this new partnership will allow us to celebrate victories with a broader, national audience,” says Algirdas Čiburys, CEO of MV GROUP Production, the company managing Gubernija.
He adds that the company’s ambition is to be visible not only in its native Šiauliai region but also throughout Lithuania and abroad. Basketball, which he calls Lithuania’s second religion, provides a unique platform for that.
According to the head of MV GROUP Production, the Gubernija brand is closely tied to Lithuanian resilience and the character needed for victory. The brewery’s symbol, the goat, embodies values such as determination and courage. “Just as athletes strive for victories every day, so does Gubernija continuously compete for top positions in the business arena and regularly returns with medals from international beer competitions. At the prestigious World Beer Awards, Gubernija’s non-alcoholic Dark Ale was named the world’s best non-alcoholic beer in 2023, while last year gold medals in the lager category were awarded to Gubernija’s Ekstra lager and German Pils pilsner. This year, the jury awarded two gold medals to Gubernija’s non-alcoholic Ekstra lager,” Čiburys notes.
In his view, joining forces with Lithuania’s most popular professional sports league will help propel both the business and national basketball to even greater victories. “The importance of LKL for Lithuanian basketball is undeniable. This league not only gives young talents an opportunity to grow and improve, but also serves as an essential platform uniting basketball fans, athletes, and partners. LKL games and events are not just competitions, but a space that brings the community together,” emphasizes the MV GROUP Production head.
Long-term partnership allows bigger goals
The strategic cooperation agreement signed by Gubernija and LKL will last for three years. LKL general director Rasa Liuimienė highlights that such long-term partnerships enable the pursuit of the highest goals.
“It is extremely important for us to have long-term partners with whom we can share common values and aspirations. Strong partnerships bring mutual benefits: the league can grow and create even more content for fans, while partners gain access to a million-strong audience and the chance to link their name with emotions that unite all of Lithuania. That is why we are very proud that a Lithuanian-owned company with such long-standing traditions is joining us,” says Liuimienė.
According to her, for more than 30 years LKL has held a significant place in Lithuania’s sports history. The past LKL season proved that basketball remains an inseparable part of Lithuanian identity – the finals between Kaunas Žalgiris and Vilnius Rytas drew a record 424,000 viewers to their TV screens, and the entire season’s broadcasts reached more than one and a half million people.
“These figures clearly show the league’s growing popularity and huge fan engagement. But with a strategic partner like Gubernija, which nurtures the same values, we can achieve even greater things and create moments that will inspire all basketball fans and contribute to greater unity in Lithuania,” Liuimienė is convinced.
