LiveScore Bet, the fast-growing sportsbook within the LiveScore ecosystem, has launched ‘Play With Control’, a new responsible gambling campaign fronted by its European Brand Ambassador, Premier League legend Dimitar Berbatov.

The UK campaign kicks off on Safer Gambling Week, which runs from the 17th to 23rd November 2025 in the UK and Ireland, highlighting the importance of staying in control when betting, a trait that defined Berbatov’s remarkable career both on and off the pitch.

Known for his flawless first touch and calmness under pressure, Berbatov’s control didn’t come by chance. It was the result of mental discipline, careful preparation and a deep understanding of his own abilities. Across his entire Premier League career, he never missed a penalty, converting all nine he took. A record that speaks to his preparation and composure in the most high-pressure moments.

Berbatov emphasises the importance of understanding your odds, using the tools available to stay in control and betting with discipline. He reflects on the techniques that shaped his game, from visualisation and meditation to detailed match analysis, and how those same habits can help players make more thoughtful, measured decisions when betting.

These principles translate to responsible gambling. Staying level-headed under pressure, setting deposit limits, and taking time to make informed choices rather than reacting impulsively.

Just as in football, losing control comes at a cost, not only for you but sometimes for your team and the people around you.

LiveScore Bet European Ambassador Dimitar Berbatov said: “Control has always been a big part of who I am, both on and off the pitch. For me, it was about staying calm, reading the game and making the right decisions at the right moment.

As LiveScore Bet’s European Brand Ambassador, I want to remind fans that control is key. It’s the same with betting. You have to know your limits, take your time and stay in control. This campaign is a great way to remind fans that enjoying the game responsibly is the best way to play.”

Sam Sadi, CEO at LiveScore Group said:“Fans come to LiveScore Bet to fuel their passion for sport. Our role is to make sure they can enjoy that passion responsibly, with the right tools and support to stay in control. Play With Control shows how taking a calm, measured approach, understanding your odds, and using the available tools can help fans stay in control and gamble responsibly. Dimitar is the perfect ambassador to bring this message to life.”