A summer of sport with LiveScore Group

Our client LiveScore Group consists of three world-class brands: LiveScore Media, LiveScore Bet, and Virgin Bet.

Throughout the summer, the MatchFit team have been working hard to push out engaging campaign, data insight, and high-level partnership announcements across all three brands, delivering excellent results for a longstanding client. 

Across LiveScore Media and LiveScore Bet, we launched the LiveScore-commissioned YouGov Fan Survey which questioned over 3,000 UK football fans on their experiences in 2025. The final results, beautifully presented via an in-house designed digital booklet and supporting social infographics on brand owned channels, highlights the key areas where fans are feeling disillusioned with the modern game. 

The announcement earned over 200 pieces of coverage, including an inclusion in PR Week and national hits in Mirror Online as LiveScore and LiveScore Bet’s European Brand Ambassador, Dimitar Berbatov, was interviewed on the findings.

The launch acts as a platform for LiveScore to call on clubs, broadcasters, and governing bodies to put fan experience at the forefront of decision making, and will underpin future brand activations this season. 

Following this, MatchFit led the exciting announcement to media that LiveScore Bet and LiveScore Media is a new principal sponsor of Premier League club Sunderland, which includes the LiveScore Bet brand appearing on first team kit sleeves, with the LiveScore Media brand on training gear. Coverage of the sponsorship news was achieved across tier 1 B2B publications including Sport Industry Group, SportBusiness, SportsPro, and FC Business.

The sponsorship will enable MatchFit to activate engaging fan-focused consumer-facing campaigns later this season ... watch this space. 

Meanwhile, Virgin Bet has been busy in recent weeks, launching a new football campaign and unveiling an exciting partnership in horse racing.

First, the brand tackled rising subscription costs in football. YouGov research commissioned by Virgin Bet revealed that rising subscription costs are now the biggest barrier keeping fans from watching the football they love. To tackle this, Virgin Bet partnered with Absolute Radio to launch Subs for Subs, giving fans the chance to win a full year of football subscriptions for themselves and a mate.

Fans across the UK could enter by sharing their story – explaining why they and a friend deserved to win. The best entries received a full season of football, completely paid for. The campaign ran across Absolute Radio’s Rock N Roll Football, marking Virgin Bet’s third year sponsoring the show.

Additionally, Virgin Bet is further expanding its growing portfolio of high-profile sponsorships with a prominent role at Goodwood Racecourse. Virgin Bet has been announced as Presenting Partner for all remaining racedays at Goodwood Racecourse, through to the end of the 2025 season.

This included the iconic August Bank Holiday meeting, two September fixtures, and the Season Finale in October. Across these dates, Virgin Bet will feature prominently with branding, ticketing, digital content, and elevated hospitality, including exclusive VIP moments for racegoers.

Together, these initiatives showcase Virgin Bet’s purpose, A Good Bet, which is about breaking down pre-existing barriers and creating positive change within sport and culture. Both have already landed well across industry trade, national online and regional titles, but this only marks the start - there’s plenty more to watch out for as activity continues!