How much money are we talking about in regards to cost of the product? Are they paying $100K for the Dutch league? $500K? What about the Bundesliga? Do Dutch breweries Heineken run commercials during soccer? Amstel? Amstel has the Champ league - but they could be a target. Might be a pity sale, but hey money spends. What are the channels demographics? Affluent? College educated? Can you get this sort of info for me?