Berbatov and LiveScore Launch Mental Health Fundraising Campaign
Ex-soccer star Dimitar Berbatov has spoken about the importance of mental health. The former Manchester United and Bulgaria star is backing a new fundraising campaign by LiveScore called Extra Added Time.
Dimitar Berbatov is the ambassador a new fundraising mental health campaign. © TotalShape, Pixabay
Extra Added Time Raises Funds for Bloomsbury Football
LiveScore is raising money for mental health via its latest fundraising campaign. The company, which the LiveScoreBet bookmaker is a part of, has launched the Extra Added Time scheme.
Launched in collaboration with the Bloomsbury Football Group, LiveScore will be providing a donation of £250 to charity for late action in Premier League matches.
Some £10,000 has already been handed over to a top mental health charity, with a further £3,000 being donated by LiveScore to help pay for the mental health coaching programme at Bloomsbury Football.
Throughout November, the campaign will pay out for each key Premier League moment – such as a goal – that is delivered via its LiveScore app after the 90th minute.
Premier League games are seeing more added time than ever before, with the introduction of the VAR system meaning it is becoming common to see matches go longer than 100 minutes.
Unique Drama Of Late Goals
LiveScore’s data shows there has been an additional 38% of play in Premier League games this season, with average match durations now at 101 minutes and 42 seconds.
Brand ambassador Dimitar Berbatov is well-known for being involved in late drama on the pitch, with the former striker having scored a late penalty in the 2008 League Cup final, which helped Tottenham to claim the trophy.
The Bulgarian said in a statement: “Football has a unique power to bring joy to the world, and nothing unites people like last-minute goals. That’s why I’m thrilled to partner with LiveScore for this campaign. “
“The donation for every added-time moment will make a meaningful difference, and together, we hope to inspire people to take more time for their mental health.”
Golden Boot winner Berbatov left Tottenham for Manchester United in 2008, making 229 appearances in the Premier League and scoring 94 times in the competition.
Turning Moments Into Donations
Sam Sadi, the chief executive at LiveScore, noted that the company has been telling football fans about late action in matches for some 25 years.
He said: “We are proud to see this campaign turn these moments into vital donations, as we harness the power of football to support the mental well-being of the entire football community.“
The last Premier League season saw a total of 103 goals scored after the 90th minute. This was an incredible increase of more than 100%, up from 49 goals in the 2022-23 season. LiveScore’s mobile app has more than 45 million monthly users across 200 global territories.
