The brand is just. Yeah, the brand is strong. I mean, I think the UFC had. The fact that it. That it performed, it showed up every few weeks for. During the pandemic was unbelievable. Yeah, that brought so. I feel like it had to bring so many fans. That's when I became like, oh, I am. This is my favorite sport. I didn't realize it, but after, like, a certain month, I was like, oh, wow, this is my favorite sport.