 Now, this deal has several implications for the commercialisation of the sport. So let's talk to Robert Raiola about this. He is director of Sports and Entertainment Group, PKF O'Connor Davis. He's talking to us today from New York. So first of all, I suppose, Robert, this brings lots of media attention to the sport, which then must bring lots of money to the sport. Is that what that plus that equals that? Is that OK to say?