I think there's a lack of marketing of the success of the athletes. Personally, if I spent a few hundred million dollars to invest in athletes and they did a great job and no one knew about it other than every two or four years at an Olympics, I don't think I'd be maximizing my investment by not telling the success stories our athletes have. Fifty medals on a world stage this year is an exceptional accomplishment, and no one knows about it. The private sector doesn't know. I don't think Canadians know.
It's too late for Sochi, but unlocking private sector funding towards future events is going to be tied to celebrating the successes that, frankly, your funding is generating.