For sure, I've seen a lot of work in the last few years on the Canadian Women's Hockey League.
We have great success and a great following for the women's team at the Olympic level, but when it comes to the Canadian Women's Hockey League—with an American team thrown in there—it doesn't get the same following. A lot of those same athletes are playing on those teams. Again, we talked about it in an earlier session around media and sponsors in terms of having people coming to watch the events and buying tickets. If they don't know it exists because it's not reported in the papers.... It's a kind of vicious circle. How do we get the first part started?
We've had some success at CAAWS in partnering with the Dairy Farmers of Canada. They're getting behind the Women's Hockey League and women in sport, which is a kind of odd pairing, but it's been really positive. Farmers also have daughters. They're out there in every community. It's been positive.