We have a long relationship with NBC specifically on Olympic properties. We strive to get as many sports exposed on television as possible. You can't get involved in a sport that you've never heard of. Which is why we work with the schools and other community agencies that draw in a lot of kids. Some kids are highly motivated by seeing an Olympic athlete.
Some kids pay more attention to what's going on in their own streets or community center.
Any way we can engage children in sports is something we have to work on. We're pleased that USA Today has a monthly special section on the Olympics. Part of that will be exposing people to the Olympic movement, particularly the sports that normally don't get showcased. We see the section as groundbreaking, one that allows us to get out information about our lesser-known sports. You were responsible for the U.S. Olympic Festival from 1983 to 1995.