 the day after the champion is crowned. And then next year it happens again. And that's the beauty of it from a business standpoint. And it's why I'm so adamant when I tell you these teams don't have to win. Oh, they're under pressure to do this. They're under pressure to do that. They're feeling the heat to do this. They've got to do something about that. And the reality is not really. Not really. They're fine if they win. They're fine if they don't.