Mike, what advantages do streamer-led or creator-led sports properties have that established leagues can't necessarily replicate easily?

Yeah, it, it's really super interesting.

It's, when you see these events, and just to maybe give a couple quick examples, um, Squeezie, French streamer, put on, um, GP Explorer, which a Formula 4 race in France [laughs] at Le Mans, incredibly.

Abai does a sports league, or sorry, a boxing event, um, and he's a Spanish streamer.

These attract millions of fans, and it's that deep connection, I think, that's unique.

They are all there for their favorite creators and participating 'cause they wanna see this, and it, it goes beyond, like, that, uh, traditional fandom with the depth of engagement-

Mike, do you want to kick us off?

... really important for brands to think about the entire conversation, not just the broadcast, right? And to be able to be present in those moments.