The Importance of Short Distance in Media Rights Deals

The Golden Trail series racing is shorter than most of the UTMB races. Greg has been a pioneer in trail running media since his earliest days at Solomon with Solomon running TV, which I think in many ways accelerated this growth trajectory that the sport has been on for the last 15 years. You mentioned the format, and I figured this would be a fun thing to talk about too. And I wondered if you had any thoughts or comments on short distance versus long distance and how that might impact media rights deals. What's more attractive to the distribution engines and to advertisers?