 Yeah, I think it's a really interesting question. I mean, I think if I go back to the pie theory and 10% performance and then the I&E in terms of image and exposure and the image pieces, what do people say about you when you're not in the room? And then the exposure pieces, who's seen you in action, who's seen you at an event with a client and so on, right? So I think in terms of the sponsor thing, I think your first part of your question is...