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Monday, April 17, 2023
Saturday, September 24, 2022
US Sports Affiliate Partner Spotlight: McAfee
At its core, McAfee Total Protection provides our award-winning antivirus to defend against viruses, online threats and ransomware with both cloud-based online and offline protection. Beyond your Windows PCs, McAfee Total Protection provides cross-device protection that extends your peace of mind to your Macs and iOS/Android mobile devices, so you can enjoy security at home and on-the-go across all your compatible devices.
Available when you’re enrolled in auto-renewal**, our secure VPN uses bank-grade AES 256-bit encryption to keep your browsing information and online habits protected at home and on-the-go.
McAfee® WebAdvisor web protection enables you to sidestep attacks before they happen with clear warnings of risky websites, links and files, so you can browse, shop and bank with confidence.
PC Optimization features help your PC go faster while ensuring you still have top-notch security. Web Boost helps rescue both your battery and bandwidth from distracting auto-play videos by automatically pausing them. And with App Boost, apps that you’re actively working on will automatically receive a boost in resources, so you can get the job done faster.
Available with McAfee Total Protection for 10 devices, McAfee® Safe Family provides robust parental controls for your kids’ Windows PCs and Android/iOS devices. Packed with useful features, Safe Family gives you an extra set of hands to juggle your kids’ digital lives, from helping them build good habits to managing their app usage and online time. You can even keep track of their location when they’re getting some much-needed outdoor time.
Because much of your digital life exists in files on your computer, you can use McAfee® QuickClean™ and Shredder™ to manage your privacy. Use McAfee QuickClean to remove temporary files and cookies to reclaim storage space and minimize exposure. And, when you’re looking to dispose of sensitive files, McAfee Shredder securely deletes files so that would-be thieves can’t put the pieces back together.
Our passwords are the keys to our digital kingdom. Take the guesswork out of creating and remembering complex passwords with our password manager, which can store, auto-fill and even generate unique complex passwords. For added convenience, you can access your shared passwords on your PC and mobile devices with a single account.
Many vulnerabilities on your PC are due to out-of-date apps. With Vulnerability Scanner, you can update Windows and your apps from one place, streamlining Windows and application updates with a single tool that scans and installs critical updates.
Identity Monitoring Service provides a guided identity monitoring experience including dark web monitoring for your email. Get expanded monitoring with auto-renewal turned on.
McAfee’s Virus Protection Pledge that includes our 100% Guarantee: Viruses removed or your money back, available with auto-renewal. * For more information, see here.
For any questions, free customer support is there when you need it, whether by phone, chat or online.
Friday, July 5, 2019
Saturday, March 2, 2019
Yahoo Small Business Presents This Big 10 Update Featuring: First half highlights from the Penn State at Wisconsin game
Fundamentals and Finishes
Friday, September 28, 2018
Minding Your Business-Virgin Media ‘disrupts’ sports sponsorship model by subsidising away ticket prices
Virgin Media is shaking up rivals BT Sport and Sky with a fan-focused sponsorship model designed to benefit supporters both home and away.
Virgin Media is to subsidise the ticket price for every away fan travelling to St Mary’s Stadium as part of its shirt sponsorship of Southampton Football Club for the 2016/17 Premier League season.
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Partnering with the Football Supporters’ Federation (FSF), the multimedia giant will cap ticket prices for travelling fans at £20 from Southampton’s 13 August clash with Watford onwards. That is £10 less than the standard £30 ticket price announced by the Premier League in March. At the game on Saturday, Virgin Media will be distributing £10 refunds to Watford fans who purchased their tickets before today’s (9 August) announcement.
The cap supports the FSF’s long running ‘Twenty’s Plenty’ campaign, which has been pushing for a £20 league wide cap to make it more affordable for fans to attend away matches.
Putting fans at the heart of the game is the aim of Virgin Media’s sponsorship strategy, explains head of advertising and sponsorship Ellie Tory Norman, as is carving out a niche in a football arena dominated by media rivals Sky and BT Sport.
“We want our presence in football to be grounded in reality and focused on the people who turn out week in, week out whether they are home or away fans,” Norman told Marketing Week.
“We thought about the position Sky and BT take in the marketplace and also about Virgin as a parent company, which is all about being accessible and inclusive. We are passionate about the home team, but we also care about the away experience. So we wanted to raise our credibility in football and take the side of the fan.”
The initiatives are not exclusively for away fans. Virgin Media will be giving all 27,000 Southampton supporters a free drink at the first match of the season and is arranging a convoy of 27 free coaches to take fans to the club’s first Friday night clash with Manchester United on August 19, in a bid to improve accessibility.
Norman acknowledges the strong brand advocacy opportunities Virgin Media hopes to cultivate among both home and away fans. The sponsorship of Southampton represents a long-term strategy, the true value of which will be realised by maintaining a conversation with fans – and potential customers – beyond the 90 minutes on the pitch.
Taking a disruptive approach to building brand advocacy is in Virgin’s heritage, argued Norman. “If you look at spend within the sports media mix our share of voice is less than Sky and BT, so disruption is hugely important. We want to offer the best experience with the Virgin Media football channel and support the fans going to the games as part of a strategic approach.”
In an era of £93m transfers (the amount Manchester United have just paid for Paul Pogba), the soaring cost of merchandise and hefty club debt, Virgin believes there is room for football sponsors to behave better and enter into a relationship with football that improves the game.
“If another shirt sponsor does the same thing we’ve done next season then that’s a good thing, it’s about setting the right example,” said Norman. “The whole idea is to be disruptive to cause a change that benefits people.”
The Premier League’s new model
Videogame company EA Sports has taken a more traditional sports sponsorship approach, announcing an extended partnership with the Premier League which sees it become the league’s lead partner for three seasons starting in 2016/17.
The deal includes on-screen branding on all the league’s global broadcasts, sponsorship of the official ‘Player of the Month’ and ‘Season Awards’, and continued sponsorship of the online Fantasy Premier League.
In February the Premier League announced its decision to move away from a title sponsorship model, instead appointing seven different brands as official sponsors inspired by the approach in America’s NBA and NFL. This new positioning is in-line with the league’s revamped brand identity, designed to shed its corporate image and become more attractive to sponsors.
Tuesday, September 25, 2018
Minding Your Business-How Manchester United’s Paul Pogba transfer rewrote the rules of sports marketing
From an announcement in the middle of the night, to a rap video featuring a social media star, the unveiling of Paul Pogba by Manchester United broke new ground.
Return of the player brand?
The football transfer ritual is a familiar one in the weeks leading up to the start of the Premier League season. Clubs compete to spend their ever-swelling riches on new players that can both improve their teams and enhance the global lure of their brands. Such fevered horse-trading usually forms part of the background noise before the real action kicks off on the pitch. This week, though, one transfer made headlines around the world.
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Paul Pogba’s move to Manchester United from Juventus, announced on Tuesday (9 August), was a remarkable story – and not just because of the world record £89m fee. The deal saw a marketing operation kick into gear unlike anything previously seen in sport.
Social media has come to play an increasingly prominent role in the way that clubs like Manchester United communicate with the outside world, but the Pogba deal confirmed it is now the primary channel. Rather than opting for the traditional press conference and photo shoot, the club announced the transfer on its social media feeds at 12.35am – a decision that perplexed its UK fans but served the dual purpose of making the early morning news in the Far East and evening headlines in the USA.
The entire unveiling was meticulously planned by United, from online videos of Pogba arriving in the UK by private jet and touring the club’s training complex, to specially designed branding and photography of the player and a #POGBACK hashtag that signified his reunion with the club that sold him in 2012.
More remarkable still was an online music video released by United’s kit sponsor Adidas that featured Pogba and the grime star Stormzy. The video, which quickly went viral, represents a fusion of music, sport and lifestyle marketing as it casts Pogba as a hip-hop star, dancing to Stormzy’s rap. It also confirms that social media ‘influencers’ such as Stormzy, who has 290,000 YouTube subscribers, are now front-and-centre in the biggest sports marketing campaigns.
Early data suggests that this huge marketing effort achieved a comparatively large impact. Social media monitoring company Brandwatch reports there have been over 153,000 mentions of the Pogba transfer since it was officially announced. This compares to 38,000 mentions of Manchester City’s acquisition of John Stones from Everton, which was announced on the same day. Over 12,000 of the Pogba mentions also referred to Stormzy or Adidas.
Meanwhile data from the Brandtix sports index shows that Pogba’s personal brand value rose by 13% this week. It also finds that Pogba acquired over 900,000 new social followers in this week alone and that of his total social fan base of 14 million, 2.3 million of those came in the last month. This appears to tally with United’s attempts to build up Pogba as a brand in his own right, thereby increasing the opportunity for endorsements for both player and club.
Commercial demands
The Adidas video featuring Stormzy underlines the need for sponsors to be increasingly fleet of foot when activating campaigns around breaking news. Adidas’ director of sports performance Ben Goldhagen tells Marketing Week that the video was created using existing footage of Pogba, who as an Adidas-endorsed athlete had appeared in a recent campaign video for the brand. Adidas shot some new content with Stormzy in the same style and merged the two in post-production with an original track from the rapper.
“Our content strategy very much focuses on scenario planning and make a few educated guesses when it comes to the news agenda,” he says. “This allows our reactive content to be real time and ready to go when the news moments finally happen.”
Goldhagen also confirms that social media personalities are increasingly important to the way that Adidas thinks about sports marketing. “This is definitely indicative of how we would like to activate these moments moving forward – combining the best of our social influencer audience with our players in content that is edited in such a way [as] to showcase them side by side in the eyes of the audience,” he says.
Max Barnett, global head of social at Nielsen Sports, believes that the Pogba unveiling is indicative of the extent to which commercial factors now determine the marketing around a star player. “Adidas are looking at Manchester United as a global marketing platform to achieve their goals, so therefore it makes absolute sense [for United to announce the Pogba deal] in the middle of the night where you are hitting key markets for Adidas – be it the US at the tail end of the day, or Asian markets as they are waking up.”
Barnett also suggests that the Stormzy video was intended to help both United and Adidas reach a young, lifestyle-oriented audience on social media, rather than a dedicated football fan base. Nielsen recently launched a new social valuation product aimed at helping sport sponsors understand the media value of their social presence.
“Pogba is not just a fantastic player – he also has that lifestyle element to him,” says Barnett. “If you think about who are the distributors of this content, you’ve got Manchester United, Pogba himself and Adidas – and then also integrating Stormzy into the content widens the net and the distribution of that content, making it go even further.”
Return of the player brand?
The marketing around Pogba’s transfer suggests that Manchester United are trying to revive the idea of individual player brands who are highly marketable outside of just football. The club has arguably not had a player of this stature on its books since Cristiano Ronaldo and before that, David Beckham. The recent signing of Zlatan Ibrahimovic, who has carefully crafted his personal brand during a long football career, adds weight to this notion.
Antony Marcou, CEO of media rights group Sports Revolution, believes that football performance remains top-of-mind for a club like Manchester United, but that branding opportunities dictate the way transfers are presented. “The footballing side will always run things, because there’s so much money from the broadcasters with Champions League qualification and so on,” he says.
“Commercial will never override that, but the commercial team at Man United can try to monetise it. It’s an opportunistic way of saying ‘we’re signing superstars, so let’s [monetise] it’.”
However, Marcou also questions whether Pogba has yet earned the right to consider himself a powerful brand on the same scale of Beckham or Ronaldo. At the age of 23 and with the world’s biggest transfer fee behind him, Pogba has much to prove to both Manchester United and its sponsors in the months and years ahead.
“I hear all the noise about Pogba, but I just don’t get it yet,” says Marcou. “He’s a fantastic footballer but he has to do it at the highest level at Manchester United. Then you can build that celebrity in your own right.”
Sunday, September 23, 2018
Minding Your Business-Sports Direct brand hits rock bottom as profits plunge - Why good sports marketing works
The following article exhibits the dangers when a business; whether you are a one person operation or a 30,000 employee large corporation. What happens when you are not connected with community. Sports marketing basically is putting your business into the hearts and minds of your targeted communities, so that when members of said community think about options that your business provides, your business has a better chance of being the first choice. Your marketing with US Sports Network helps your business do just that. For as little as $10 per month. This is true branding. Enjoy the following article and I pray you learn much and are blessed by it. I look forward to your comments and discussion below.
-Coach Nate
-Coach Nate
Billionaire Mike Ashley’s sportswear empire saw half-year profits fall sharply, with brand perceptions now at an all-time low.
Sports Direct saw its pre-tax profits fall 25% to £140.2m in the six months to 23 October, as both its business and brand take a bashing.
While chief executive Mike Ashley described the last six months as “tough for our people and performance,” and pointed to deteriorating exchange rates, Sports Direct’s chairman Keith Hellawell didn’t hold back in his assessment.
Hellawell claims an “extreme political, union and media campaign waged against this company” had damaged the reputation of the business. He even equated the media’s negative coverage of the retailer with declining sales and a negative morale among Sports Direct’s staff.
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Brand damage
To describe 2016 as a difficult year for Sports Direct is perhaps an understatement, after it suffered from a series of high-profile scandals.
In June, the HMRC investigated media claims it paid workers in its Derbyshire warehouse below minimum wage and improperly punished them for turning up late. According to a subsequent report by the Department of Business, Innovation and Skills, staff at the warehouse were “not treated like humans”.
Most recently, the Financial Reporting Council announced it is investigating Sports Direct’s accounts due to its links with a company not properly disclosed in its financial statements. And according to YouGov’s BrandIndex, the retailer’s brand perception scores have plummeted as a result of these scandals.
Over the last 12 months, Sports Direct’s index score, which comprises consumer perceptions of metrics such as quality, value, reputation and satisfaction, has fallen a massive 13 percentage points. Its score of -13.4 means Sports Direct is bottom of a list of 44 British high street retailers, behind even brands that have gone out of business such as 99p Stores (-3) and BHS (-2.3).
Its reputation score has taken even more of a pummelling, falling at a statistically significant rate of 19 percentage points to -34; once again placing it bottom of the table. Customer purchase intent is also falling, down 0.3 percentage points over the last 12 months.
What’s next?
Despite the retailer’s financials being in free-fall, it has emerged Ashley has spent £40.4m on acquiring a new corporate plane for the business. And this type of story will only add to the retailer’s woes, according to George Salmon, an equity analyst at Hargreaves Lansdown.
He told The Guardian: “The tone of Sports Direct’s first half results is conciliatory to its staff, describing them as its number one priority. However, the availability of the group’s new $50m corporate plane for staff hire is probably of little interest to the vast majority.”
In order to turn things around, the retailer must focus on marketing its higher quality sports brands, according to Salmon. “In addition to a new plane to go with the corporate helicopter, Mike Ashley is spending £300m on the group’s store estate,” he adds.
“Ashley’s also moving the focus away from discounts and towards higher quality promotion of desirable brands, evidenced by new deals with Nike and Adidas. Success here could change things, but for now conditions remain challenging and profits have again been revised downwards.”
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