For the third consecutive year, the LKL, supported by Betsson and Rimi, has recognized basketball clubs for their efforts off the court. This year, Vilnius Rytas club received the highest honor, demonstrating exceptional social courage and broad engagement in community activities.
In collaboration with the organization Ribologija, Rytas club implemented a crucial educational campaign on the prevention of sexual violence and date rape drugs. Team players, alongside comedian Vita Žiba, shared real survivor stories, and fans received special drink covers for protection.
Beyond this sensitive topic, the club actively worked with the LGBTQ+ community, the SOS Gyvūnai animal shelter, SOS Children’s Villages Lithuania, and individuals with Down syndrome, aiming to foster inclusion and support. Through Instagram and Facebook platforms, the club’s initiatives reached over 517,000 people, showcasing sports’ potential to inspire positive change in society.
LKL General Director Rasa Liuimienė emphasized that clubs are increasingly addressing sensitive social issues and view community engagement as a vital part of their identity. “It’s gratifying that initiatives are not limited to symbolic gestures – they are becoming real help for people, regions, and various communities. Each year, we observe growing professionalism in projects and a genuine desire to create positive change beyond the court,” stated R. Liuimienė.
Vaidas Lukoševičius, General Director of Rimi Lietuva, added: “Basketball in Lithuania has always been more than just a sport; it is a unifying force for communities, capable of inspiring change. Seeing how clubs and their players leverage their recognition and authority not only for on-court victories but also for addressing sensitive social issues, helping people, and strengthening regions, fills us with immense pride.”
This award for Rytas club is not only recognition for their hard work but also proof that genuine involvement in social initiatives creates sustainable value. We thank every partner, fan, and everyone who contributed to our initiatives and this entire journey. Your invaluable engagement gives meaning and impact to all our efforts. This esteemed recognition once again confirms that our community’s strength is felt not only on the court and in the stands but also thrives in every collaborative activity.
We remind you that Rytas receives this award for the second time. The Vilnius team was first recognized as the most community-focused club in the 2023-2024 season, and last season, they also became laureates, taking second place.
Source: LKL.lt