I'm afraid this might be an audio-led format, but here we go.

How do I define a disruptor? It's very easy to go, well, I'm looking for the T20 of export.

I think it's easy to say, oh, it's a different format.

Honestly, to me, I'm more interested if I'm looking at it from an investor perspective on how are you reinventing, say, the cost base? Are you making it something that actually makes sense to me? Do I need to plow in 300 million to just be alive for a year? That doesn't make a lot of sense to me.

I think the other elements kind of come later on, which is, you know, please start with the audience.

Is there an audience for this? How do you know there's an audience? Can it work? How do you start small and build from there? Everyone will tell you there's a huge TAM from, you know, Man United with their billion fans around the world to every startup I've seen saying, look at this amazing TAM.

I'm like, well...

But what's the first thing an investor should look at when they're offered the opportunity to invest in a sports property? Is it the audience that you spoke about, Michael, the founder, the commercial model? What should you be looking out for?