With additional time increasing in Premier League matches leading to more late action than ever, LiveScore knows that a little added time can make a huge difference. We are proud to have worked with our friends at LiveScore on B2B and B2C mental health campaign ‘Extra Added Time’, with Premier League icon Dimitar Berbatov.

Throughout November, LiveScore donated £250 to a leading mental health charity for every key Premier League moment delivered via its app post-90 minutes - up to £10,000 throughout the month.Bloomsbury Football - an organisation that harnesses the power of football to transform the lives of young people across London - also benefited from the initiative, receiving £3,000 to support its mental health coaching program.

The campaign has had a huge impact, with coverage across the Independent, Mirror, Sky News, Sky Sports News, Manchester Evening News and more.Influencers StuntPegg and JaackMaate alo supported the campaign by promoting it across their social media platforms. StuntPegg's interview (below) with Berbatov really resonated with her audience and beyond, offering engaging content that hit all the right notes.

Dimitar Berbatov played a central role in LiveScore’s owned content for the campaign, featuring in longer-form content on YouTube and shorter clips shared across Instagram, TikTok, and X.He became the latest star of LiveScore’s Memorable Matches series, a flagship content offering for the brand, joining Fara Williams, Cristiano Ronaldo, and Jimmy Floyd Hasselbaink.