Extra Added Time for Mental Health
LiveScore
LiveScore, celebrating 25 years of fuelling fans’ passion, recognised that more key football moments now happen in added time, a powerful metaphor for taking “extra time” to talk about mental health. The challenge was to transform this insight into a campaign that connected with football audiences.
LiveScore launched the “Extra Added Time” campaign with Premier League legend Dimitar Berbatov fronting the initiative.
For every goal, card, or major event after the 90th minute, LiveScore donated £250 to Movember (up to £10,000) and an additional £3,000 to Bloomsbury Football’s mental health coaching. The campaign integrated PR, influencer, and media activation, including a high-profile content shoot with Berbatov, press outreach and collaborations with creators StuntPegg and JaackMaate.
Content was posted across LiveScore’s channels, partner platforms and national media to encourage fans to “take extra time” for mental health conversations.
Extra Added Time achieved widespread media coverage across print, digital, broadcast, and social platforms, including Sky News, the Daily Mirror and The Independent.
Influencer content amplified engagement, while LiveScore’s partnership with Movember demonstrated genuine social impact. The campaign successfully blended sport and purpose, strengthening LiveScore’s connection with fans.
