Tone of voice
Principles
Our tone is how we write. By using these principles, we'll strike just the right tone no matter the application.
Equally as important as what we say — is how we say it. Our tone is how we express ourselves in a way that is distinctive, understandable and Sofascore.
We’re obsessed
01
Sport simmers with passion and emotion. At Sofascore, this excitement pours forth from all our words. Whatever we write, we infuse our in-depth knowledge with fanatical energy.
With passion and expertise, we get our community inspired and amped up – before, during and after the big game.
WE ARE:
Passionate
Expert
Exciting
WE ARE NOT:
Flat
Unemotional
Negative
We’re united
02
Because sport is for everyone, we write in a simple language, understandable by all fans around the world. We never take sides, championing success, but never exulting in others’ losses.
This creates an inclusive space where everyone belongs and feels free to add their voice.
WE ARE:
Straightforward
Inclusive
Impartial
WE ARE NOT:
Arrogant
Judgemental
Partisan
We have flair
03
We’re all about the numbers, but we bring them to life at every opportunity. Driven by curiosity, we explain what our stats mean and why they matter.
It’s not about having the hottest take, but about our compelling stories that turn followers into fanatics.
WE ARE:
Conversational
Insightful
Addictive
WE ARE NOT:
Formal
Impersonal
Cookie-cutter
Messaging
Examples of our principles applied.
PRINCIPLE 01: WE’RE OBSESSED
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“The raw emotion of sports, at your fingertips.”
“Everyone’s game.”
“The raw emotion of sports at your fingertips”
“You watched the highlights, saw 15 different replays of the major incident, read five different match reports, but only Sofascore told you the whole story.”
“What. A. Signing! 🔥”
“Every emotion, from collective euphoria to 95th minute heartbreak.”
“However you get your kicks, grand slams or touchdowns, you'll never miss the action with SofaScore”
“On the terraces, in the pub or on the sofa, know the score as it happens.”
“Fire your passion”
“Welcome to the sofa of dreams”
PRINCIPLE 02: WE’RE UNITED
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“All sports, all together. Right here, right now.”
“Everyone's game”
“Whatever shirt you wear, express your fandom at SofaScore”
“For all sports, Sports for all”
“Strength in numbers”
“For the players, the pundits. the terrace faithful and the hardcore fanatics”
“This girl can”
“47 and counting, Record breaker. History maker, Ellen White 🥇”
“In sports we trust”
PRINCIPLE 03: We have flair
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“THE KING 👑 Lebron passes Kareem Abdul-Jabbar to become the all-time leading scorer in NBA history.”
“From the unflappable Ederson at Man City to Ter Stegen at Barça, the sweeper-keeper is an essential feature of the modern game. More than just safe hands, they're proper ballers too.”
“Barcelona are planning a £50m bid for Mohamed Salah this summer. They might get one of his boots for that.”
“Serie A. The Scudetto race heats up.”
“Never get caught ball-watching with Sofascore.”
“The beautiful game, from every angle.”
“Don't just follow sports, live it.”
“Every number tells a story.”
In use
Before and after applying our principles.
Example 01
FROM
Leicester City’s James Maddison was the best performer in last night’s Europe Conference League playoff! 🔥👏
TO
Back to his best.
With his two tidy goals against Randers. Leicester City’s James Maddison was the 🔝performer in last night’s Europa Conference League playoff! 🔥
Are you watching. Gareth Southgate?
Example 02
FROM
120 minutes and 22 penalties later, we have our EFL Cup champions – the title is heading to Liverpool! 👏🏆
Your thoughts on the match? Can the Reds get their hands on another piece of silverware this season? 🤔
TO
Well that was an intense 0-0 draw! 😅
After 120 minutes and 22 penalties, there was nothing to separate Liverpool and Chelsea beyond a touchdown conversion by Kepa Arrizabalaga.
👍 Did Liverpool deserve the win?
👎Were Chelsea agents of their own downfall?
🤔 And what’s your rating for Chelsea’s sub keeper?
Example 03
FROM
As the role of the sweeper-keeper is becoming more and more present in football, we take a look at some of Europe’s most interesting goalkeepers who are no strangers to playing out of the box. ⚽
Some of those heatmaps are just crazy! 🔥
TO