That's W-R-I-K-E.com/tmm.

Okay, so to answer your first question, I would say th- it's, it's...

Obviously it's a team behind all this, and it's...

We, we have an incredible team, we have additional extensions of our team and agencies that are helping us as well, and we each, we each have our, our lane, so to speak, but we're very...

The way we're working is very collaborative.

And I would say from a marketing and comms perspective, that's the discipline that quite frankly touches all, right? It's horizontal.

It touches everything.

Do you wanna, like, go into, like, how that, you launched the poster for this, um, the city?

I would love to find out, how do you make something as global as the FIFA World Cup feel genuinely local and relevant across different communities while still preserving the identity of the tournament?

Yeah.

I would say that I think one of the biggest misconceptions in marketing is that you have to choose between scale and relevance, and you, you don't.

And this is This is the biggest sporting-- I think we keep on saying biggest sporting event.

I think it's the biggest event in the planet, um, not even just sporting, just event in general.

[chuckles] Um, surpasses Olympics, right? From just a, like, a longevity perspective, too, and, and viewership.

Um, when, when I put it into the context for, you know, f-for the Am- you know, the American market, the viewership of the, the final in Qatar between France and Argentina was the same viewership as the s- last 13 Super Bowls combined.

Uh, so what do brands still-- do you think brands still misunderstand about how modern fans discover and connect with sports? Bettina, this question is for you.