Sponsors have to sponsor. Foreign athletes and fans have to show up. Broadcast has to broadcast. This is more important for the 2026 World Cup because the money and interest is higher. Tourism and travel for the rest of 2025 will be a big data point, along with the level of olive drab and black in every picture. I would not bet a company on the marketing return of these tournaments today. And I wonder how many leg injuries might appear amongst the footballers.