LiveScore Group has revealed former Manchester United star Dimitar Berbatov as the company’s face across its European presence.
The retired Bulgarian footballer will represent both LiveScore Media and LiveScore Bet brands in Europe, drawing on his expertise to enhance the experience of football fans across the world.
The news was officially shared with LiveScore’s LinkedInsocial media following.
LiveScore CEO Sam Sadi commented: “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.”
Dimitar Berbatov added: “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.”
Parallel to Berbatov’s announcement as an ambassador, LiveScore also confirmed that it is rolling out its betting and gaming offering in Bulgaria to engage the growing market’s local customers.
While this is a milestone in LiveScore’s international expansion, readers are to be reminded that the company shrank its European presence late last year when it decided to withdraw from the Netherlands.
Despite being one of the first to receive a license in 2021 under the Netherlands’ newly-regulated online gambling market, in November 2024 LiveScore put out a request to willingly have its license revoked, which request was then approved by the Dutch gambling regulator, Kansspelautoriteit (KSA).
As its reasoning behind the decision, LiveScore’s management then said that the market is no longer part of the company’s future plans due to becoming “commercially non-viable” as a result of the local government’s decision to raise the gambling income levy to 37.8% by 2026.
A similar action was taken by Flutter-owned online bingo brand Timbola International.
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