What excites you going forward, um, in the world of sports sponsorship, potentially what you're doing at Mc- uh, at Mastercard with the, you know, the Australian Open or, or McLaren, but what excites you about the opportunities in sports sponsorship?

It's such an interesting time and, um, you know, I think it's, it's fascinating and it's exciting all at once, and I think the opportunity, especially within sport, um, you know, the shift towards, and, you know, we've seen it in, in some of the data, you know, with some of our partners, um, like Live Nation in, in the music and entertainment space, is the desire and need for people to get back to live experiences, which I think is, you know, I absolutely love 'cause I'm so passionate about it.

But that opportunity for brands, um, you know, thinking outside not just that live experience, but actually the whole journey.

So if you think about a consumer from when they first purchase a ticket, um, you know, and, and, you know, we play a, a great role there, you know, when it comes to pre-sale or access, but then it's, okay, what outfit am I gonna wear? You know, am I gonna buy some merchandise for the team or am I going to a concert and I'm gonna, you know, wear the latest trendy outfit? Am I gonna learn the dance and then share it on socials? And then they're at event with their friends, um, or family, you know, having that experience.

Um, and then it's the post-event as well.

It's the, you know, the new Gen Z scrapbooking or the, um, you know, actually creating content off the back of that event.

Um, and I think the opportunity for brands to play a role in that exper- that whole journey actually means you become part of the memory, which I think is so incredible because, you know, that's the human...

Tell us more about that and why you joined.