I think your point about the links with universities and certain industries is extremely important and actually verges back on that aspect of the worth of sport. To work with, say, Bombardier, you'd think maybe designing an airplane would be enough for some people, but you put an athlete, say an alpine skier, into their wind tunnel, and you see the engineers' faces light up. It's an exciting proposition for them. We get information back from industry to the sports that we wouldn't normally have without this arrangement, this partnership with industry, and they get excitement that helps them in their own endeavours. Perhaps there's an exchange of information and knowledge as well.
The universities are absolutely critical in this process for us, and making sure that we have those avenues is a strong component of why we're successful.