David Rosenthal

even just to stick on Travis Kelsey here for a minute.

I mean, the new heights podcast reportedly signed a hundred million dollar plus deal with Amazon.

That's right there for, you know, one show, forget everything else that Travis and Jason are doing, et cetera.

Yes, exactly.

I also just feel it in my life, too.

I mean, like my wife, Jenny, couldn't care less about football, but especially since Taylor and Travis, she knows whether Taylor's going to the games or not.

She knows that Kyle Juszczyk on the 49ers, that his wife designed the jacket that Taylor wore to the playoffs last year.

All of this might not be directly monetizable for the NFL, but it is growing the status and cultural relevance of the game.

I love that you did this, by the way.

I was wondering how quantitative you would get with this.

Wow.

OK, that is the Taylor effect right there.

But yeah, I'm not a statistician, but I think that's significant.

And obviously this is all really fun and, you know, it's like the ultimate crossover for us because we did our Taylor Swift episode on the business of Taylor Swift a couple years ago.

But having done our IPL episode last year, obviously we're not saying that the NFL strategy team designed this relationship.

Negotiated this relationship.

Right, right.

But if you look at IPL, this strategy was part of their plans from the very beginning, and it's how they made it

A huge global sport and the biggest sport in India was make Bollywood an integral part of the product.

I'm sure the NFL has been watching that and has leaned into this opportunity in a way that they might not have a decade ago.