LiveScore Group and Dimitar Berbatov Working Together
LiveScore Group’s European brands to be fronted by Dimitar Berbatov.
LiveSCore decides to make Dimitar Berbatov the face of its platform. © planet_fox, Pixabay
Key Facts:
- LiveScore Group partnering with Man United’s former professional soccer player Dimitar Berbatov
- Berbatov will represent the LiveScore Bet and LiveScore Media brands throughout Europe
- LiveScore has also announced that it’s going to expand into Bulgaria
LiveScore Group has unveiled its new ambassador for two of its brands. Dimitar Berbatov, a former Bulgarian soccer player who has played for Manchester United, will become the face of both LiveScore Media and LiveScore Bet across Europe.
Back in November, LiveScore Group recruited Berbatov to front its mental health campaign that encourages fans of soccer to set aside time to focus on their mental wellbeing. The campaign, called ‘Extra, Added Time,’ has also seen five-figure donations to a top charity focusing on mental health.
Berbatov will continue to front the ‘Extra, Added Time’ campaign alongside working as an ambassador for LiveScore Media and LiveScore Bet. LiveScore Group’s CEO, Sam Sadi, has said the following about Berbatov:
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– Sam Sadi, CEO of LiveScore Group, LiveScore CEO, Comments on Berbatov Partnership, Insider Sport
A Second Announcement From LiveScore Group
As well as announcing Berbatov as its ambassador for two key brands, LiveScore Group confirmed that it will be launching its services in Bulgaria. The country is seen as a growing market, and LiveScore Group wants to capitalize on this.
It’s worth mentioning that this move isn’t necessarily an expansion of the company’s footprint, as it voluntarily withdrew its services from the Netherlands in late 2024. This was despite being among the first to receive a Dutch gambling license back in 2021.
In November 2024, LiveScore Group made a formal request to have its licence revoked. Without this, the brand could not legally offer its gambling services in the Netherlands, which is what it’s been looking to do.
This was apparently due to the government raising the levy on gambling income to 37.8% by the year 2026. LiveScore Group felt that working in the Netherlands with the rise in place wouldn’t make much sense, commercially speaking.
