I think JD is doing a very good job as he spoke to the business approach. A key part of business is having a purpose and a network of supporters. As the success of B2ten expands, those people who are involved, I believe, will continue almost organically, internally to create and attract more support for the cause. As it proves successful, as the athletes and the programs...and support that B2ten provides is proven to be a necessary add-on, I think its success will beget more success.
Outside of that, the traditional sponsorship model is changing in Canada. The Canadian Olympic Committee has done a very good job of collectifying its brand and has drawn a lot of resources into that piece. And to be fair, it is at the expense of the smaller properties, products, brands, NSOs that are out there.
It's going to take some consolidation and some brand-building to attract more corporate support and/or the network of believers that JD has brought together, in my opinion.