MoneyLion, a consumer finance platform owned by Gen, has launched identity protection services powered by LifeLock for its members with paid subscriptions. The new offering integrates scam and identity protection directly into the MoneyLion app. The service includes a real-time Scam Analyser that verifies suspicious texts, emails and social messages within the app. It also provides continuous monitoring for account takeovers and identity theft, along with reimbursement for stolen funds and identity restoration support. With one in four Americans experiencing identity theft and average losses exceeding $7,500, the integration aims to protect members' financial progress without adding friction to their daily banking experience. Members can activate the service using their existing login credentials and identity verification.

GameChanger names CCO and Emerging Sports GM in leadership expansion. Key takeaways. * GameChanger created two new executive roles and hired Cynthia Kleinbaum Milner as Chief Commercial Officer and Brandon Rhodes as General Manager, Emerging Sports * Kleinbaum Milner previously served as CMO at MoneyLion and led the design and launch of Walmart+ as VP of Marketing for Digital Acceleration * Rhodes spent seven years at Overtime, most recently as GM of OTX, the company's boxing division he helped launch * GameChanger currently covers over 9 million games annually across more than 1 million teams on its platform * The DICK'S Sporting Goods-owned company has active searches underway for a Chief Technology Officer and General Manager of Diamond Sports Veteran consumer and fintech leader takes commercial reins. GameChanger, the youth sports app owned by DICK'S Sporting Goods, announced Cynthia Kleinbaum Milner will join as Chief Commercial Officer. In this newly created role, she will oversee the platform's commercial strategy with a focus on expanding reach and deepening engagement with families, coaches, and athletes. Kleinbaum Milner joins from MoneyLion, where she served as Chief Marketing Officer. Prior to that, she spent four years at Walmart in marketing and management roles, culminating in her position as Vice President of Marketing for Digital Acceleration. In that role, she spearheaded the design and launch of Walmart+, the retailer's membership program. Earlier in her career, Kleinbaum Milner held leadership roles at Bonobos and Gilt Groupe. She began her career in brand management at Nestlé in Mexico before moving into strategy consulting at Boston Consulting Group. She holds an MBA from Harvard Business School and a degree in Business Administration from Universidad Iberoamericana in Mexico City. "GameChanger sits at the intersection of technology, community, and a mission that matters," Kleinbaum Milner said. "This is a product families love and rely on to stay connected to youth sports, and it's built by a team that moves fast while thinking long term." Sports media executive to drive basketball and soccer expansion. Brandon Rhodes will join as General Manager, Emerging Sports, another newly created position. He will oversee GameChanger's continued growth in basketball and soccer. Rhodes brings more than a decade of experience building sports, media, and consumer brands. He spent seven years at Overtime in leadership roles across business development and new ventures. Most recently, he served as GM of OTX, Overtime's boxing division, which he helped launch from the ground up. Before Overtime, Rhodes worked for five years at PepsiCo across Gatorade's global business. He is also co-founder of Awkward Games, a party game company that grew into national retail distribution at Target and Walmart and was featured on Shark Tank. Rhodes was recognized on the Forbes 30 Under 30 list and co-founded the Michigan Sport Business Conference. "Youth sports are evolving quickly, and there's a tremendous opportunity to raise the bar for families, coaches, and players," Rhodes said. Building out the c-suite for scale. The two appointments are part of a broader leadership expansion at GameChanger. The company has active searches underway for a Chief Technology Officer and a General Manager of Diamond Sports. In June, Briana Larkin joined as Chief People Officer from ABInBev, where she spent eight years in various leadership roles, most recently as Global Vice President of People & Business Strategy. "Bringing in leaders of Cynthia and Brandon's caliber positions us to deliver an even better experience for those who rely on us," said Sameer Ahuja, president of GameChanger and senior vice president of DICK'S Sporting Goods. "Cynthia has an incredible track record at some of the world's most recognizable brands, and Brandon has built new sports properties from the ground up." GameChanger's platform is available on iOS, Android, and web. Live streaming and scheduling technology is available for all youth sports, with deep statistics and scorekeeping capability for baseball, softball, and basketball. The company is based in New York City. What the moves signal for GameChanger's roadmap. The creation of both a Chief Commercial Officer role and a dedicated leader for emerging sports reflects GameChanger's intent to expand beyond its baseball and softball roots. The platform already covers over 9 million games annually across more than 1 million teams, but basketball and soccer represent significant growth opportunities given their participation rates nationwide. The addition of executives with retail, fintech, and consumer brand experience suggests GameChanger may be exploring new commercial models or partnerships. With DICK'S Sporting Goods as its parent company, the platform sits at the intersection of sports retail, technology, and family engagement throughout the youth sports journey. YSBR provides this content on an "as is" basis without any warranties, express or implied. We do not assume responsibility for the accuracy, completeness, legality, reliability, or use of the information, including any images, videos, or licenses associated with this article. For any concerns, including copyright issues or complaints, please contact YSBR directly. About Youth Sports Business Report. Youth Sports Business Report is the largest and most trusted source for youth sports industry news, insights, and analysis covering the $54 billion youth sports market. Trusted by over 50,000 followers including industry executives, investors, youth sports parents and sports business professionals, we are the premier destination for comprehensive youth sports business intelligence. Our core mission: Make Youth Sports Better. As the leading authority in youth sports business reporting, we deliver unparalleled coverage of sports business trends, youth athletics, and emerging opportunities across the youth sports ecosystem. Our expert editorial team provides authoritative, in-depth reporting on key youth sports industry verticals including: * Sports sponsorship and institutional capital (Private Equity, Venture Capital) * Youth Sports events and tournament management * NIL (Name, Image, Likeness) developments and compliance * Youth sports coaching and sports recruitment strategies * Sports technology and data analytics innovation * Youth sports facilities development and management * Sports content creation and digital media monetization Whether you're a sports industry executive, institutional investor, youth sports parent, coach, or sports business enthusiast, Youth Sports Business Report is your most reliable source for the actionable sports business insights you need to stay ahead of youth athletics trends and make informed decisions in the rapidly evolving youth sports landscape. Join our growing community of 50,000+ industry leaders who depend on our trusted youth sports business analysis to drive success in the youth sports industry. Stay connected with the pulse of the youth sports business - where industry expertise meets actionable intelligence. Are you a brand looking to tap into the world's most passionate fanbase... youth sports? Introducing Play Up Partners, a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results. About Play Up Partners. Play Up Partners is a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results. Why sponsor Youth Sports? Youth sports represents one of the most engaged and passionate audiences in sports marketing. With over 70 million young athletes and their families participating annually, the youth sports industry offers brands unparalleled access to motivated communities with strong purchasing power and loyalty. What does Play Up Partners do? We've done the heavy lifting to untangle the complex youth sports landscape so our brand partners can engage with clarity, confidence, and impact. Our vetted network of accredited youth sports organizations (from local leagues to national tournaments and operators) allows us to create flexible, scalable programs that evolve with the market. Our approach. Every partnership we build is rooted in authenticity and value creation. We don't just broker deals. We craft youth sports marketing strategies that: * Deliver measurable ROI for brand partners * Create meaningful experiences for athletes and families * Elevate the youth sports ecosystem Our vision. We're positioning youth sports as the most desirable and effective platform in sports marketing. Our mission is simple: MAKE YOUTH SPORTS BETTER for athletes, families, organizations, and brand partners. Common Questions About Youth Sports Marketing Where can I sponsor youth sports? How do I activate in youth sports? What is the ROI of youth sports marketing? How much does youth sports sponsorship cost? We have answers. Reach out to [email protected] to learn how Play Up Partners can help your brand navigate the youth sports landscape. Youth sports organizations: Interested in partnership opportunities? Reach out to learn about our accreditation process.