How do you view the whole challenge when it comes down to scheduling?

I don't envy the bloke that has to do it at the UCP.

He must sit in a very dark room with a big computer trying to sort it all out.

But if you think five years ago before the 100 and before the growth of women's cricket, Edgbaston, you'd say actually that the men will play seven county championship games, four 50-over games, and then seven blast games.

And then there'll be a men's test match, a couple of men's ODIs or something like that.

So that would be the use of the wicket.

Then you add the Phoenix games on top.

finally kind of a let's bring it all together peace cricket in this country part of the cultural say the social fabric how do you view it where it stands what it contributes um the influence that it has you're involved in the communities you know we've kind of touched on a few of these things but especially like the importance of this to sport moving forward and the role that sport continues to play um we're very lucky in this country to have lots of sports that do do that uh And cricket's absolutely one of them.

And I think there's a whole load of sort of politics in there as well as tech.

There's a lot more politics and tech probably that drives some of it.

If you think the whole ticketing industry started because promoters, clubs, rights owners didn't want the hassle of trying to organise tickets because 50 years ago, tickets were printing 30,000 of them and then trying to get them in envelopes, getting them out the door.

And that was just hassle.

If you're a promoter on the side of a stage in London, los angeles do you want hassle of doing all of that what if somebody comes and says well pay me and i'll do all that for you go happy days why wouldn't you so i think that was the genesis of where the ticketing industry came from was to take basically a hassle out of a promoter's job or a a club's job and go we'll pass that on to somebody else and if that means we put 50 cents on a ticket then that's a price worth paying that's morphed now into this big global industry of ticket master But I think you're kind of at a junction, aren't you? Some people will go, I only organise one sports event a year.

I might only have one tournament, which is one week, or I'm a promoter that only does one Bruce Springsteen concert a year, and then I'll do a Taylor Swift concert, and then I'll do a whoever.

So the reality is if you're that promoter, you're not going to have all the data about Bruce Springsteen fans or Taylor Swift fans.

Just give us... you're just a general view on that because i think i find it a really interesting subject and you know economists i remember my old economics lessons they would have loved dynamic price it's all about market and blah blah but i know it's again human beings aren't quite as uh simple as that