But the value prop that that is now it's like that's what it's known as is AT&T Stadium.

No, it's a great point.

And frankly.

It was a little bit of both sides where huge entities were both in Dallas and it was leadership teams saying this makes sense for these two incredibly powerful brands in the DFW area, these incredibly powerful national brands to be tied at the hip and to have it be AT&T Stadium henceforth.

So part of the value of having a naming rights partnership is that inextricable link between the two of you and that brand awareness that is going to be far higher than most of your partnerships.

And because they hadn't had a naming rights partner previously, that actually did benefit us in the awareness.

So there have been some others that turn over names a couple of times.

And no different for you guys with AT&T on that sports marketing side, where's the focus on, you know, the moment sports fandom happens, all right, we need to be in the community, whether it's socially out of home or, CTV, podcast, whatever it may be?