so i began to look carefully at what i talked the nfl ecosystem and i look for example at her own websites and that are owned and operated. we've got about 50 people who come in and we call nfl fans, but then i look carefully and say what are the fan bases of the players? and i began to realize collectively they represented about 350 million people. and then i said well let's also look at colleges, and let's look at influencers who like football and so forth. look at their fan bases. and before you know it within the last year, we now have about an 800 million fan base, right? and of course that's much more powerful than only looking at your own operating sites. maria: and you want to find out what's important to them that 800 million people. and in terms of working with colleges, what did that mean? i mean you are working with the ncaa pr teams? their staffers? >> that's right. we work with their staffers and we find out, we have an incredible spreadsheet if you will of all of the players and what are their interest, what colleges do they go to, et cetera et cetera et cetera. so all these