As we see more and more sponsors leaving sponsorship programs, the industry will need to commit to developing stronger protection and promotion of sponsors and their value of the experience. Collaboration will be critical to exploring and developing useful measurement structures and sponsorship benefits that deliver a stronger engagement with the consumer. The ISC will be holding to conferences during the first half of 2009 to look at the legal issues regarding sponsorship as well as the impact of the economic crisis and how it is changing the industry with a new set of sponsor needs. We need to reinvent or at least commit to deepening the value of sponsorship as we are sure to see a major change in the direction for sponsors to engagement fans.