There's certainly a group of companies now, and you see them. It involves Bell, Air Canada, RBC, and BMW. There are a number that are supportive through the sport system.
For companies that don't currently invest in sport, it's likely because there's not a natural link to their own brand or company, so it's not a natural place to invest. It would be hard to compel someone to invest if it didn't make any rational sense.
That being said, there are lots of companies that have nothing to do with sport that invest in it and use it to tie to their brand. It's the same point as I made to Mr. Dion. The more that we can raise the profile of the different sports and the success of the athletes, and the more Canadians and private-sector companies' customers recognize those athletes and those sports, the more private sector money will flow to those sports and those athletes.