Hearts & Science

But it's actually more those fringe fans that we really needed to get on board to reach our targets and really drive that sort of shared sense of connection and viewing.

And so we worked with Drogo and Poem, two of our agencies, and Hearts and Science, our media agency, on this idea called the World Cup Watchers' Rights Association.

And at the heart of that idea, you know, it was really linked with the fact that actually over 65% of the games are going to be played during work hours.

And we, as the broadcaster of football, we wanted to give people vision to be able to watch.