For us it was all about access — if we could really be a fly on the wall for a few days to Ben's lifestyle, then we were in — and thankfully an old colleague of mine, Nick Johnston, is now head of media for Australian basketball, and he helped link us up with the right people at the NBA and the Sixers, and the rest is history. I think they were keen to help make it happen because we are a huge growth market for the NBA — surging interest here has helped make Ben Simmons into the top 10 most purchased jerseys this season.