LiveScore Group
LiveScore Group is a privately-held UK company operating a converged sports media and betting ecosystem — serving global sports fans through the LiveScore app (45M+ monthly users) and the LiveScore Bet and Virgin Bet sportsbooks. Founded in 1998, it generates revenue primarily from sports betting transactions and digital advertising.
- Company typePrivate
- Founded2019
- HeadquartersMayfair, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What LiveScore Group does
LiveScore Group is a privately-held UK sports media and betting company operating a "convergence" ecosystem across three principal brands: LiveScore (real-time sports scores, news, and live streaming app founded 1998 with 45M+ monthly users across 200+ territories), LiveScore Bet (UK sportsbook, also live in Ireland and Nigeria), and Virgin Bet (UK sportsbook launched May 2019 under license from Virgin, expanded to South Africa in March 2026). The Group was demerged from Gamesys Group in September 2019 and sits within the Anzo Group of companies; it received a £50m strategic investment from Ringier AG in September 2022 at a £500m post-money valuation.
The technical backbone is a purpose-built, in-house proprietary stack that integrates real-time sports data feeds, live streaming (delivered via StreamAMG), the LiveScore media app, and the Kambi-powered sportsbook platform (Virgin Bet migrated in July 2024). Supporting products include free-to-play games LiveScore 6 and Build Up (the latter aligned to Bet Builder markets as an upsell funnel), the OnTarget first-party audience data platform launched April 2024, and the G.O.A.T Index analytical tool. The Group announced a transformational partnership with X and xAI in September 2025 to layer AI-driven personalization, predictive trading models, and real-time content into the ecosystem. Revenue is generated through three streams: sports betting transaction economics (house edge on wagers, casino), digital advertising sold to brands via the OnTarget platform, and free-to-air live streaming that supports the media advertising inventory.
Under CEO Sam Sadi (since 2019), revenue has grown from approximately £10m to over £200m annually. Headcount stood at 544 as of January 2024 across seven offices (London headquarters, Stoke-on-Trent, Gibraltar, Cape Town engineering hub acquired via Wonderlabz in November 2023, Lagos, St. Julian's Malta, and Western Cape operations). Distribution is sales-led via brand ambassadors (Cristiano Ronaldo, Dimitar Berbatov, Fara Williams) and sports sponsorships (Sunderland AFC, Jockey Club racecourses, Arena Racing Company), with the LiveScore media app serving as a product-led growth funnel converting 45M+ monthly sports media users into betting customers. The Group has selectively divested from higher-tax European markets (Netherlands November 2024, Bulgaria December 2025) while expanding into South Africa and investing in the OnTarget B2B advertising platform.
LiveScore Group firmographics
Firmographics- Name
- LiveScore Group
- Legal name
- LiveScore Group Limited
- Website
- https://livescoregroup.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- LiveScore Group is a privately-held UK company operating a converged sports media and betting ecosystem — serving global sports fans through the LiveScore app (45M+ monthly users) and the LiveScore Bet and Virgin Bet sportsbooks. Founded in 1998, it generates revenue primarily from sports betting transactions and digital advertising.
- Ownership category
- akta.pro rank
LiveScore Group industry classification
Industry- Product category
- Online Sports Betting and Media
- NAICS
- Spectator Sports (71121)
- akta.pro primary industry
- Sports Live Streaming Platforms (MPACACAF)
- akta.pro secondary industries
- Sports OTT Aggregators & Bundling Services (MPAKAOAB), In-Play (Live) Betting Exchanges (MPAEAIAD), Live Event Marketing, Sponsorship & Brand Partnerships (MPAIAFAI)
Keywords
Where LiveScore Group is headquartered
LocationHeadquarters
- HQ city
- Mayfair
- HQ country
- United Kingdom
- HQ region
- Europe
Offices6 records
Markets served
LiveScore Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Sports Betting/Gaming: LiveScore Bet and Virgin Bet sportsbooks generate revenue through betting stakes, house edge on sports wagers, and casino products. Revenue has grown from approximately £10m to over £200m annually under current CEO.
- Digital Advertising: LiveScore operates as a premium football media company offering digital advertising solutions including premium display ads, video advertising, brand sponsorships, and data-driven targeting through the OnTarget platform to brands seeking to reach sports fans
- Live Streaming Content: Free-to-air live streaming of UEFA Champions League, Serie A, and other football content drives user engagement and creates advertising inventory while supporting the broader ecosystem
- Free-to-Play Games: Free-to-play games like LiveScore 6 and Build Up engage users and create upsell opportunities for betting products, with Build Up specifically designed to align with Bet Builder markets
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
LiveScore Group product offering
Product offeringCore offering
LiveScore Group operates a fully owned and operated ecosystem that converges real-time sports media content with online sportsbook wagering. Through its brands LiveScore (sports media app), LiveScore Bet, and Virgin Bet, the company delivers lightning-fast score updates, live streaming of major football leagues, aggregated sports news, sportsbook betting, and integrated casino products to over 45 million monthly users across more than 200 global territories.
Product overview
LiveScore Group operates a convergent ecosystem combining sports media and sports betting through its portfolio of brands. The core product is LiveScore, a sports media app providing real-time scores, live streaming, and sports content since 1998. Built around this are two sportsbook brands: LiveScore Bet and Virgin Bet, which allow users to bet using a single account shared across the ecosystem. Supporting products include free-to-play games (LiveScore 6, Build Up), the OnTarget audience data platform for advertisers, the G.O.A.T Index analytical tool, and LiveScore Watch video hub. All are served by a purpose-built, in-house tech stack with Kambi as the sportsbook technology provider.
Differentiator
Problem solved
Functional benefit
Brands
- OnTarget: Audience data platform that gives advertisers access to reliable and robust first-party audience segments, new targeting capabilities and dynamic campaign insights.
- LiveScore 6
- Build Up
Products and services
- LiveScore Global sports media app delivering real-time sports scores, lightning-fast score notifications, aggregated news feeds, live streaming of major football leagues, post-match highlights, player profiles, and rich team stats for sports fans across more than 200 global territories with over 45 million monthly users.
- LiveScore Bet Sportsbook offered to customers in the UK, Ireland, and Nigeria (previously also Netherlands and Bulgaria), featuring an integrated casino experience, industry-leading bet builder, live streaming of matches while betting, and a single account shared across the LiveScore ecosystem. Fastest-growing sportsbook in the UK.
- Virgin Bet Sportsbook launched in partnership with Virgin, offering betting markets across all top sports and popular casino products. Licensed in Great Britain by the Gambling Commission and in Gibraltar. One of the UK's fastest-growing sportsbooks, expanded to South Africa in 2026.
- OnTarget First-party audience data platform that gives advertisers access to reliable first-party audience segments, new targeting capabilities, and dynamic campaign insights without reliance on third-party cookies. Enables segmentation based on interests, behaviors, purchase intent, and demographics for sports fan audiences.
Quantifiable outcome
- Revenue growth from £10m to over £200m annually since 2019
- +2 more outcomes
Companies that use LiveScore Group
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
LiveScore Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability10 records
Feature4 records
LiveScore Group partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered flagship, core, major and minor.
- X and xAIflagshipTransformational partnership announced September 2025. Leverages X's real-time content and xAI's AI capabilities to drive richer media experiences, new fan engagement features, and AI-driven personalization across LiveScore and LiveScore Bet products. Unprecedented access to X's data and content APIs.
- Sunderland AFCcoreExclusive deal making LiveScore Bet Official Sleeve Partner and Official Sports Betting Partner. LiveScore brand becomes Official Training Wear Partner and Official Scores Partner. Partnership for 2025-26 season as Sunderland returns to Premier League.
- Dimitar BerbatovmajorFormer Premier League and Bulgarian football legend Dimitar Berbatov as official European brand ambassador representing LiveScore Media and LiveScore Bet brands across Europe on campaigns, content and media.
- Arena Racing Company (ARC)majorVirgin Bet and LiveScore Bet extend partnership for key racedays at Doncaster including November Handicap, Great Yorkshire Chase, and Grimthorpe Chase. ARC is largest racecourse operator in UK with 16 racecourses hosting 570+ fixtures annually.
- The Jockey ClubmajorVirgin Bet continues as title sponsor for races across UK courses including Sun Chariot Day at Newmarket, Halloween Sunday at Aintree, Contenders Day at Sandown, and major racedays at Kempton Park.
- Ayr RacecoursemajorVirgin Bet returns as title sponsor and partner of Ayr Gold Cup Festival. Three-day meeting including headline Virgin Bet Ayr Gold Cup, Ayr Silver Cup, and supporting races.
- Chester RacecourseminorNew partnership making Virgin Bet title sponsor of Autumn Racing Food & Drink Weekend. World's oldest operating racecourse featuring prestigious Listed Stand Cup Stakes and Watergate Cup.
- WalkSafeminorPersonal safety partnership integrating WalkSafe app at Virgin Bet sponsored racing events. First-ever Personal Safety Partnership for Virgin Bet, part of 'A Good Bet' brand purpose focusing on safety at sporting events.
- TNT SportsmajorAdvertising partnership using OnTarget audience data platform. TNT Sports targeted users interested in Premier League and Champions League. Intent Targeting resulted in 59% increase in campaign CTR and 16% increase in viewability.
- WonderlabzcoreAcquisition of South African software development company, increasing stake from 25% to 100%. Wonderlabz recognized for its lithium PAM platform and software engineering talent. Acquisition enhances product development and facilitates entry into new markets.
- Kambi GroupcoreSportsbook partnership with Kambi Group. Virgin Bet completed migration to Kambi sportsbook platform in July 2024. Kambi is a leading sports betting technology provider.
- StreamAMGcorePartnership with sports OTT specialists StreamAMG to offer live football streaming on LiveScore website and app. First live streaming capability launched June 2020, with 1000th live match streamed by April 2021.
- Cristiano RonaldoflagshipCristiano Ronaldo as Official Global Brand Ambassador for LiveScore. Featured in 'More Than A Score' campaign, the brand's first ever TV commercial.
Scale indicators12 records
Recent moves13 records
Expansion highlights6 records
LiveScore Group competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
LiveScore Group social profiles
Digital presenceLiveScore Group compliance and trust
Trust signalCompliance3 records
LiveScore Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
LiveScore Group leadership team
Management profileNumber of profiles
Profiles6 records
LiveScore Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
LiveScore Group funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LiveScore Group M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LiveScore Group
What does LiveScore Group do?
LiveScore Group operates a fully owned and operated ecosystem that converges real-time sports media content with online sportsbook wagering. Through its brands LiveScore (sports media app), LiveScore Bet, and Virgin Bet, the company delivers lightning-fast score updates, live streaming of major football leagues, aggregated sports news, sportsbook betting, and integrated casino products to over 45 million monthly users across more than 200 global territories.
Is LiveScore Group a public or private company?
LiveScore Group is a private company. It is classified as corporate owned and is currently operating.
When was LiveScore Group founded?
LiveScore Group was founded in 2019. It employs 101 to 250 people.
Where is LiveScore Group based?
LiveScore Group is headquartered in Mayfair, United Kingdom, in the Europe region.
How does LiveScore Group make money?
Four revenue lines are on record. Sports Betting/Gaming is the primary driver. The others are digital Advertising, live Streaming Content and free-to-Play Games.
Does LiveScore Group have an API?
No public API is recorded for LiveScore Group.
What industry is LiveScore Group in?
LiveScore Group's product category is Online Sports Betting and Media. Its primary akta.pro industry code is MPACACAF, Sports Live Streaming Platforms, with a secondary code of MPAKAOAB, Sports OTT Aggregators & Bundling Services. Its NAICS code is 71121.