LiveScore Group has signed up Bulgarian former professional footballer Dimitar Berbatov as its official European brand ambassador.

The appointment of Berbatov as brand ambassador coincides with the launch of the LiveScore Bet brand in Bulgaria.

The former Manchester United, Tottenham Hotspur and Fulham player will represent the LiveScore Bet and LiveScore Media brands across Europe, having recently worked with the operator as an ambassador for its Extra Added Time campaign, which encouraged fans to take additional time for their mental health.

“I’m excited to continue my partnership with LiveScore following the success of our Extra Added Time campaign,” said Berbatov. “Together, we’ve shown that football can inspire positive change, and I’m excited to build on that momentum. LiveScore has been a leader in delivering real-time football updates, always ensuring fans are at the forefront of the action.

“As someone who has lived and breathed the sport, I’m proud to represent the brand and look forward to helping bring fans even closer to the game we all love,” Berbatov concluded.

LiveScore Group 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.”

After exiting the Dutch market at the end of last year, LiveScore Bet is currently live in the United Kingdom, Ireland, Nigeria and now Bulgaria.