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Dimitar Berbatov, a former Manchester United player, has joined forces with LiveScore, a reputable source for live sports updates, to introduce the “Extra Added Time” campaign. By converting late-game Premier League highlights into charitable donations, this program encourages supporters to take some time for their emotional well-being.
As the duration of football matches grows longer due to increased added time, LiveScore is using this change to support mental health awareness. During November, the platform will donate £250 for every key Premier League moment, such as a goal or red card, delivered via its app after the 90th minute.
The campaign aligns with the growing trend of extended match durations, with the 2023/24 Premier League season averaging 101 minutes and 42 seconds per game—a 38% increase in added time. This has also led to a surge in late-game goals, rising by over 110%, from 49 in 2022/23 to 103 in 2023/24.
Funds raised will contribute to a total of £10,000 for a leading mental health charity. Additionally, Bloomsbury Football, a London-based organization that uses football to empower youth, will receive £3,000 to support its mental health coaching programs.
Dimitar Berbatov, a Premier League legend, is the face of this impactful initiative. Reflecting on his iconic equalizing penalty during extra time in the 2008 League Cup Final, Berbatov emphasized the power of football to unite and inspire. “Football has a special power to bring joy to the world, and nothing brings people together like last-minute goals. That’s why I’m delighted to join LiveScore for Extra Added Time,” he shared.
Fans can follow the campaign’s progress and key moments directly through the LiveScore app. This integration allows users to stay engaged with the game while supporting mental health awareness.
LiveScore CEO Sam Sadi highlighted the campaign’s significance, saying, “We are delighted to see this campaign translate these moments into an important donation to charity, as we look to use the power of the sport to support the mental wellbeing of the whole football community.”