LiveScore Bet launches in Bulgaria to return to continental Europe
Brand follows up November’s Netherlands exit with new market launch, while group taps Dimitar Berbatov as latest brand ambassador
LiveScore Bet has launched in Bulgaria to take the brand back into four markets, while naming former Premier League star Dimitar Berbatov as its official European brand ambassador.
LiveScore Bet, which is owned by LiveScore Group, has moved into the Eastern European nation to add to its existing operations in the UK, Ireland and Nigeria.
In Q4, LiveScore Bet pulled out of the Netherlands as the operator said the tax hikes in the market meant business was unfeasible.
The Netherlands raised its GGR rate from 30.5% to 34.2% in January, with that rate due to leap again to 37.8% in January 2026.
LiveScore Group said staff working on the Netherlands brand would face redundancies, before confirming a company-wide restructure in November which saw more than 100 roles cut.
The privately-owned operator had previously confirmed its ambitions to move into Bulgaria, with the latest accounts filed with Companies House noting it had applied for a licence.
The filing, which covered the 52 weeks to 31 March 2024, detailed a 38% year-on-year revenue increase to £179m as gross profit jumped from £99.9m to £138.1m.
The business has also submitted a licence application to launch in South Africa.
A group statement read: “We are launching in Bulgaria today to bring our world-class betting and gaming offering to a thriving market.
“The move marks an exciting milestone for our brand as we continue to expand our global footprint into new, growing markets.
“Bulgarian players can now experience LiveScore Bet’s cutting-edge product, which offers a comprehensive range of betting options across global and local sports, including football, basketball, tennis and more.”
In tandem with the launch, LiveScore Bet has tapped former Bulgaria captain and Spurs and Manchester United forward Berbatov as a brand ambassador.
The operator said the 44-year-old would collaborate with the brand and the LiveScore media arm on “campaigns, content and media across Europe”.
LiveScore Bet added: “This partnership underscores our commitment to enhancing the experiences of football fans worldwide, through drawing on the expertise of Berbatov. We’re really excited to partner with one of the Premier League greats.”
Berbatov made 79 appearances for Bulgaria and was named the country’s footballer of the year seven times.
He also played for Fulham, Monaco and Bayer Leverkusen during his career.
Last year, the Bulgarian government clamped down on gambling ads, with operators barred from taking out spots on radio, TV, in print and online.
International operators such as bet365, Betano and Entain’s bwin brand are live in the market.