Former Manchester United sensation Dimitar Berbatov, who netted an impressive 48 goals in 108 appearances for the Red Devils after making his move from Tottenham Hotspur back in 2008, is back in the headlines—this time advocating for a crucial new campaign aimed at mental health awareness featuring the rallying cry, ‘Extra Added Time’.
Launched by LiveScore, this initiative pledges to contribute £250 to charitable causes for every highlight from key Premier League moments shared via its app after the 90-minute mark throughout November. This campaign resonates powerfully in a season where added time is becoming the norm—Premier League fixtures are witnessing an uptick of 38% in added play, bringing the average match duration to an extended 101 minutes and 42 seconds.
As the tension rises and fans hold their breath for those nail-biting final minutes—be it a sensational last-minute goal or a dramatic red card—LiveScore is converting these electrifying moments into a beacon of support for mental health within the Football community.
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Speaking at the launch, the 43-year-old said: “Football possesses an unmatched ability to unite people and ignite joy—especially in those nail-biting moments where heroes are made. But we must not neglect our mental health. Just like in football, where every player occasionally misses the mark, in life, we should embrace the ‘extra added time’ to connect with those we trust and express our struggles. Having experienced the importance of this firsthand, I cannot stress this enough.”
Reflecting on his playing days, he added: “In my career, after a tough game or missing chances, I would often suppress my feelings because that’s what I was taught. I believed keeping it to myself was a symbol of strength, but I was mistaken. Real strength lies in seeking conversation and sharing burdens with someone you trust. It makes a difference.”
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The campaign doesn’t just aim for awareness; it’s also set to donate a total of £10,000 to a prominent mental health charity. Furthermore, Bloomsbury Football, an organization dedicated to employing the love of football to enhance the lives of young people in London, will gain £3,000 to bolster its mental health coaching program.
Berbatov joined forces with popular content creator Nieve Petruzziello, also known as StuntPegg, for an open dialogue during which they exchanged insights on what brings them joy and fulfillment. Berbatov recounted his own journey: “When I transitioned to Manchester United, a wave of pride washed over me, mixed with nerves and emotion. Every step I took from my humble beginnings to the top felt deserved—I bore the weight of my hard work. Stepping into the dressing room packed with winners, facing the legacy of Manchester United was understandably daunting. Though I kept a calm exterior, I couldn’t help but feel utterly awestruck.”
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Echoing this sentiment, LiveScore CEO Sam Sadi emphasized, “We are thrilled to translate these critical moments into meaningful contributions that support the mental wellbeing of the entire football community through this campaign.”
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