Sports media giants LiveScore announced in May that footballing legend Cristiano Ronaldo had joined the firm as their new global brand ambassador. The news was greeted with much fanfare and an exciting and creative advertising campaign was promised. Earlier this week, the first shoots of this vision finally blossomed, as the company’s first-ever television commercial was aired, featuring the five-times Ballon d’Or winner in a starring role.
The sixty-second TV ad, entitled “More Than A Score”, is an emotive work which aims to capture both the joy and the pain that football can bring. It shows just how quickly a goal can change a game and the subsequent impact that can have on people’s lives across the globe.
Ric Leask, Marketing Director for the LiveScore group, said: “As football fans, we know the beautiful game is about far more than a score and we believe our audience around the world will love the emotion and feeling this campaign will unlock.”
The commercial can be viewed in full on the LiveScore website at https://www.livescore.com/en/news/cristiano-ronaldo-stars-in-livescores-first-tv-commercial-2021081213023060376. It will be shown in the UK during every single Premier League match, for the whole of the 2021/22 season, as well as on global broadcasting networks. Viewers in Nigeria can look out for the ad on SuperSport this season.
LiveScore is widely known by sports fans in over 200 countries, mostly for its media app which is used by almost half a billion people. This massively popular product provides real-time score updates, results, and statistics across a range of sports, most notably football. When the partnership with CR7 was announced earlier this year, the great man himself even referenced using the technology, stating, “I’ve used the LiveScore app to keep up to date with the latest scores for many years, so I’m really excited to begin such a natural new partnership.”
“LiveScore and I are connected by a drive to be the greatest at what we do every single day,” continued the 36-year-old football icon. “I cannot wait to unite our combined audiences of football fans with amazing content, moments and goals in the next exciting stage of my career.”
When the announcement of the new partnership between Ronaldo and LiveScore was made, Leask referenced the incredible footballing achievements of the Juventus forward, saying, “There is simply no bigger sportsperson, past or present, than Cristiano Ronaldo, who continues to captivate fans around the world with his brilliance on the pitch. With a world record 777 career goals and 31 club and international honors, we believe he truly is the ‘Greatest Of All Time’.”
The record Leask refers to has belonged to Cristiano Ronaldo since the start of 2021. As the Portuguese international is still playing, he continues to add to the tally, but back in January, he became the all-time leading goalscorer in football history, a story which we reported on here https://bleacherreport.com/articles/10011555-cristiano-ronaldo-becomes-all-time-mens-international-goal-scorer-with-110th-goal.
Although primarily a sports media company, LiveScore recently forayed into the world of gambling in Nigeria, launching the LiveScore Bet brand in 2020. The business has started slowly since the global sports betting industry is a competitive one.
With so many brands for players to choose from, comparison sites are necessary for bettors to fully understand which companies are licensed and safe to use. Such sites also help bettors to understand what payment options are available and what types of bonuses and promotions can be found. One such example can be seen here https://arabianbetting.com/en.
The creative forces behind the new LiveScore television commercial are Wonderhood Studios, an advertising agency based in the UK, as well as Bicycle London, a self-described “media experience agency”. The director is Chris Hewitt, who has previously worked on successful campaigns with the likes of Dunlop, Samsung and Lucozade.
LiveScore insiders have spoken of a “seven-figure” media plan with the aim to “cement LiveScore in global football culture”, so hopefully the advertisement will just be the first of many more to come.
