 From a partnership's point of view, it's become a lot less about badging exercise. So over the last sort of 20 years, sponsorship was mainly based around brand awareness and brand sticking their logo on a football shirt, on a car, whereas now it's a lot more about storytelling. More power is landing in the hands of the athletes. Sportsmen and women are becoming the content producers, not just in front of the camera, but behind the camera, too. So it's a fascinating time. Embracing new technology, but not forgetting the technologies that already exist, is a balancing act, and sometimes I feel people too quick to strive towards finding the next Gen Z audience. Very important, don't get me wrong, but let's not forget everyone else out there that who loves sport.