Sports media firm and sports update provider LiveScore has recruited Cristiano Ronaldo as part of its ‘More Than a Score’ advertising campaign.

The campaign marks LiveScore’s debut television commercial (TVC), as the company aims to ‘cement LiveScore in global football culture’ by airing the advert during every live Premier League broadcast in the UK via Sky Sports and BT Sport throughout the 2021/22 season, supported by a multi-million pound media plan.

“We are hugely excited to unveil ‘More Than A Score’, our biggest ever brand campaign and debut TVC,” said Ric Leask, Marketing Director at LiveScore.

“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.”

Conducted in collaboration with LiveScore’s newly appointed creative agency Wonderhood Studios and media experience agency Bicycle London, the commercial will also be shown across ‘various other live games’ across the coming football season.

LiveScore aims to reach over 75% of UK football fans and more than 95% of ‘serious’ supporters across the 2021/22 campaign, with the advert featuring in premium spots including centre breaks with additional support from OOH activity.

Aidan McClure, Chief Creative Officer at Wonderhood Studios, commented: “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.”

As an official global brand ambassador of LiveScore, the commercial featuring Ronaldo was distributed on the Juventus and Portugal national team striker’s social media channels, reaching an audience of half a billion across Facebook, Instagram and Twitter.

Directed by Chris Hewitt of production company Knucklehead, the 60’ and 30’ TV spots follow a narrative exploring the meaning and emotion for fans’ including taxi drivers, caterers, priests and astronauts as Ronaldo scores a goal.

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.’

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