You must be the exception AC. The Olympics is the most watched...

You must be the exception AC. The Olympics is the most watched TV event in history, you can't put a price on this exposure and marketing reach. I was thinking of a recent example of how just watching a new sport can lift product sales and capture consumers interest. I'm in NSW and last years debut by Jarryd Hayne, in NFL for the 49er's, was a marketing triumph for American football. Even the office girls, at my workplace,who had no previous interest in any form of football , let alone NFL, were following this sport, probably, because of their kids. The other thing I noticed was kids buying NFL shirts etc @ Rebel Sports. even the 49er merchandise office reported soaring sales for their merchandise, particularly from Australia. Other sports that come to mind are Basketball ( michael jordan ) , UK and European Soccer teams ( Beckham, Ronaldo etc ) F1 car racing ( Hamilton, Ricardo etc). The point I am trying to make is that a consumer doesn't have to, necessarily, engage in a sport to be a passionate follower who wants to, somehow, be a part of it. This is where Olympic exposure of Surfing and Skateboarding can only be a massive positive for a company selling merchandise associated with these sports.
I guess we will have to agree to disagree but note you hold SRF so you could be a beneficiary by default.