neighborhood, which i did. as i was packing to get ready to come here. people are engaged in this. they are watching it. the numbers are going up and as far as the business side of this is concerned, these folks are giving up a huge marketing opportunity and companies are taking note because soccer or football, depending on where you are, i live in l.a., it has a lot of people who are interested and galvanized now and therefore the numbers keep going up. one marketer told me it's like the holy grail of marketing opportunities because it's so huge around the world but not so much here that it can only grow. these younger people as they come up and growing up, they are all about it. i have to tell you i went to l.a. live, michaela knows this, this is downtown l.a. they have the conga room. they have the match-up in mexican versus brazil. it's so much fun to watch it in spanish. >> soccer is here.