"I am upset, I am disappointed and I am surprised at what has happened with Deano, " he said.

BBC: Richards ban to extend worldwide

But Deano and Maloney insist that social media is worthless if it's just about putting eyeballs in front of their corporate logo.

MSN: The Biggest Lessons Franchisors Learned About Social Media - Business - Small business - Entrepreneur.com | NBC News

Cathy Deano and Renee Maloney's 64-unit franchise, Painting With a Twist, which offers painting parties and wine tastings, has invested heavily in social media.

MSN: The Biggest Lessons Franchisors Learned About Social Media - Business - Small business - Entrepreneur.com | NBC News

Just as effective at club level, Richards helped Leicester to league and cup triumphs, cementing his position as a true Leicester legend: the fans' own "Deano".

BBC: SPORT | Rugby Union | English | A Leicester legend