Cristiano Ronaldo of Juventus and the Portugal national team has starred in LiveScore’s first television campaign, titled “More Than A Score.”
LiveScore expects to reach over 75 percent of UK football fans and over 95 percent of ‘serious’ supporters with the advertisement, which will air in premium locations including centre breaks with additional support from OOH activity during the 2021/22 season.
The sports information and media company hopes to ‘cement LiveScore in global football culture’ by running the commercial during every live Premier League broadcast in the UK on Sky Sports and BT Sport during the season, backed up by a multi-million pound media campaign.
Biggest ever campaign
Ric Leask, Marketing Director at LiveScore said: “We are hugely excited to unveil ‘More Than A Score’, our biggest ever brand campaign and debut TVC.
“We can think of no better way to do this than with a starring role for Cristiano Ronaldo, our official global brand ambassador and the greatest player of all time. As football fans we know that 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.
“This is a superb piece of work from our new agencies Wonderhood Studios and Bicycle, who we were delighted to appoint this year to our agency roster. We can’t wait to get started together.”
Five-time Winner of the Ballon d’Or In May 2021, Ronaldo became an official global brand ambassador for LiveScore, with the partnership kicking off before of his presence in the UEFA 2020 European Championship.
The new commercial, which stars the striker, was created in partnership with LiveScore’s newly appointed creative firm Wonderhood Studios and media experience agency Bicycle London, and will air during “several other live games” throughout the upcoming football season.
The 60′ and 30′ TV advertisements, directed by Chris Hewitt of Knucklehead, follow a narrative exploring the significance and emotion for supporters such as taxi drivers, caterers, monks, and astronauts as Ronaldo scores a goal.
Wonderhood Studios’ Chief Creative Officer, Aidan McClure, said: “LiveScore has a massive global footprint fuelling fans in more than 200 territories. Developing their first brand platform featuring the world’s most famous footballer has been an exciting one for Wonderhood Studios.
“More Than A Score’ is rooted in the understanding that, to players, clubs and fans from all walks of life, a goal is so much more than just a set of digits. It recognises and celebrates the true agony and ecstasy you feel as a fan and how one goal can change everything.”
Graeme Douglas, CSO at Bicycle, added: “We’re throwing out category norms with this campaign: going for an experience-led, brand-building approach in a market categorised by short-term tactical marketing. Some might think we’re mad. But as the great Marcelo Bielsa said, ‘a man with new ideas is a madman, until his ideas triumph.”