So how did that negotiation start? What were they coming to you with?

Now, so this was purely, of course, about selling the man's euro.

It was quite narrow at the time because it was also, when we signed and it was supposed to take place in 2020, it was seven months only before the tournament would take place, which is extremely short, of course, for such a big tournament that was going to take place in 12 countries as well.

But after that, we started talking about different things as well with UEFA.

So, of course, you have different agencies and people in different parts of their business as well.

But while we were building for the men's Euros, we got into some conversations but at the same time we also said ourselves okay this is this was an opportunity that we're taking but what is our strategy is this is this also the best way of doing sponsorships for food delivery brand so so we we set up our own strategy document we defined some key performance drivers that were important to us.

Like, of course, exposure, but also the brand fit.

And what sort of metrics were you using to judge the success of these various partnerships? What were you trying to achieve? How was it going to develop you as a business?