First of all, we both talked about the importance of telling our athletes' stories, and not just once every two years or once every four years in the context of winter or summer, but every day, 365 days a year. Certainly we have watched great growth in both our organizations around telling athletes' stories and marketing our athletes and our brands respectively.
We do so in a number of ways: digitally, of course, in a world that is intersecting with our athletes quite literally and with young Canadians, but we're also established world leaders in education, youth, and community engagement in Canada. We have been, going back to 1988. It started with a school program that started there and has continued for all these many years and that we're even more committed to now. I think some of the work we are doing currently and will do in the coming years will continue to push that agenda forward.