LiveScore, a leading provider of real-time sports scores and betting services, has appointed former Premier League star Dimitar Berbatov as its official European brand ambassador. The Bulgarian legend will represent both LiveScore Media and LiveScore Bet, enhancing the platform's visibility across Europe. Berbatov's role involves participating in marketing campaigns, media events, and content initiatives. This collaboration builds on his earlier involvement in LiveScore’s ‘Extra, Added Time’ mental health campaign, reinforcing the company's commitment to positive societal impact. Meanwhile, LiveScore is also expanding globally, with new leadership appointments in Asia.

LiveScore Strengthens Its European Presence

Berbatov's Appointment:
Dimitar Berbatov, known for his stellar football career with Manchester United, Tottenham Hotspur, and Fulham, is now the face of LiveScore in Europe. His responsibilities will include promoting LiveScore Media and LiveScore Bet through advertising campaigns, media appearances, and digital content aimed at engaging fans across the continent.

CEO's Statement:
LiveScore CEO Sam Sadi emphasized Berbatov’s value to the brand, stating, "We are proud to welcome Dimitar Berbatov as our brand ambassador. His iconic status in European football, combined with his ability to inspire fans on and off the pitch, makes him the perfect fit for LiveScore."

Building on the 'Extra, Added Time' Campaign

A Mental Health Initiative with Impact:
Berbatov’s latest role follows his previous collaboration with LiveScore during the ‘Extra, Added Time’ campaign. This initiative aimed to promote mental health awareness by tying charitable donations to significant Premier League moments. For every crucial event after the 90th minute, LiveScore donated £250 to charity. The campaign successfully demonstrated how football can drive positive change, both within the sport and in broader society.

Berbatov's Perspective:
Reflecting on the partnership, Berbatov noted, "Together, we’ve shown that football can inspire positive change, and I’m excited to build on that momentum. As someone who has lived and breathed the sport, I’m proud to represent the brand and help bring fans even closer to the game we all love."

LiveScore's Global Expansion Strategy

Growth in Asia:
Amid its European-focused initiatives, LiveScore is also making strides in Asia. The company recently appointed Timothy Oh as its first Regional Director for Asia, signaling an ambitious plan to expand into new markets. This move is part of a broader strategy to strengthen LiveScore’s global presence despite internal restructuring efforts that included job cuts in late 2024.

Balancing Expansion and Restructuring:
Although the company has faced organisational challenges, including layoffs across several regions, its leadership remains focused on driving growth through regional investments and strategic partnerships. By bringing in experienced professionals like Oh, LiveScore aims to capture opportunities in Asia’s burgeoning sports betting market.

Berbatov’s Role in Enhancing Fan Engagement

A Legendary Ambassador:
Berbatov’s reputation as a calm, yet dynamic striker with immense skill resonates with football fans worldwide. His ability to connect with audiences both on and off the field is expected to elevate LiveScore’s brand positioning. Through campaigns, interviews, and fan interactions, Berbatov will help LiveScore foster stronger emotional connections with sports enthusiasts.

Digital and Social Media Influence:
In today’s sports entertainment landscape, maintaining a strong presence on digital platforms is crucial. Berbatov’s partnership with LiveScore will leverage social media outreach, content creation, and live events to increase brand engagement and awareness across Europe.

LiveScore’s Vision for Future Growth

Strategic Partnerships:
Collaborations with high-profile athletes like Berbatov are central to LiveScore’s vision of becoming a top-tier global sports media and betting platform. Such partnerships enhance credibility, attract new users, and solidify the company’s presence in competitive markets.

Market Differentiation:
With a blend of real-time sports data, betting services, and entertainment-focused campaigns, LiveScore continues to differentiate itself in a crowded market. The platform’s dual focus on sports updates and betting services positions it uniquely to meet both casual and dedicated fans' needs.

Branding Options for LiveScore

LiveScore’s partnership with Dimitar Berbatov represents a significant step forward in its European expansion strategy. By combining Berbatov’s influence with strategic global investments, the company is well-positioned to enhance its brand equity and reach new audiences. As it strengthens operations across Europe and Asia, LiveScore aims to become a leader in real-time sports coverage and interactive entertainment. This collaboration reinforces its commitment to innovation, fan engagement, and responsible gaming initiatives.