Steve Pagliuca

Fantastic.

New Balance is a...

It's kind of a fighting brand, growing, taking a lot of share.

They really like the Atalanta story because we have the same values.

We're kind of a fighting brand against the vaunted AC Milan team that you support.

And so it's kind of a match made in heaven.

New Balance is very excited about it.

We're excited about it.

We've just named our stadium New Balance Arena.

I think it's the first arena that New Balance has named.

And we're very proud to be associated with New Balance.

It's a family company.

The Pax Group is a family company, and the Bercassis in Italy are a family company.

So the three families have come together

and hopefully take Atalanta to the next level.

Well, no question, valuations are at record levels.

Why is that?

It's because sports is now the only thing left that aggregates huge audiences globally.

And there's been a technology change where, you know, when I lived in Holland in the 1970s,

You would only get sports scores three days later from an International Herald Tribune.