LaLiga And Spanish Clubs Are Trialling Two PCR Testing Methods

While 2020 has brought disruption to global industries due to the coronavirus pandemic, it has also led to new innovations. As organisations and institutions around the world work to tackle the spread of the virus, they are producing pioneering ideas that are now entering the sporting world.

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Stats Perform Acquires Automated Video Highlights Platforms Thuuz Sports

Stats Perform, the SportsTech leader in data and AI technology, announced the acquisition of platforms for creating automated video highlights and real-time excitement alerts from Palo Alto-based tech company Thuuz Sports.

The patented technology in the SmartReels and SmartRatings products will be incorporated into Stats Perform’s robust product portfolio to generate new opportunities for media, technology and betting customers.

AI-powered SmartReels and SmartRatings are tailored to keep fans engaged whether they are watching a game live or not. Pairing these products with Stats Perform’s rich data and extensive customer base across media, technology and betting, clients will be able to serve up dynamic viewing experiences for fans that personalize the way they consume sports.

SmartReels is a completely automated video highlight reel generation platform that unlocks fan engagement through personalization and scale. The highlight reels can be exported to any website, application or even an editing suite. SmartReels includes key features such as ‘Automated Highlights,’ ‘Catch-up To Live’ and ‘Personalized Sports Reels,’ providing easy-to-use customizable options across the entire production process, from video production personnel to fans.

SmartRatings provides customized excitement ratings, dynamic headlines and real-time excitement alerts, connecting fans to the games they want even if they aren’t watching live. By offering a real-time engagement platform, fans are delivered alerts that match their level of affinity.

“Fan engagement has become one of the biggest challenges in our industry, the way fans consume sport is fundamentally changing. If you are in media and broadcast, there is a desire to get real-time alerts on exciting games and quickly find the right highlights to share socially or on screen,” Stats Perform Chief Executive Officer Carl Mergele said. “These unique AI-powered products will be added to Stats Perform’s media, technology, betting and fantasy solutions to help our customers yield a significant increase in engagement on their platforms.”

The Hundred Strikes Partnership With Cazoo

The Hundred, cricket’s innovative and exciting new format launching next year, has announced that Cazoo, the UK’s leading online car retailer and fastest-growing digital business, will become the Principal Partner of the competition under a multi-year partnership agreement.

The Hundred, which launches in summer 2021, is set to provide sports fans with an exciting new 100-ball format featuring world-class players from England and around the world in men’s and women’s competitions, featuring eight teams from Manchester, Leeds, Nottingham, Birmingham, Cardiff, Southampton and London.

The Cazoo brand will feature in stadia, on players’ shirt sleeves and across digital platforms for the upcoming competition, showcasing an exciting new partnership for The Hundred with a ground-breaking business. The competition will see 68 matches played around the UK and screened live by Sky Sports and the BBC.

Cazoo is pioneering the shift to online car buying in the UK with consumers all around the country embracing the transparency and convenience of buying used cars entirely online. Cazoo owns and fully reconditions its cars before offering them for sale on its website with thousands of cars in stock at any time.

Cazoo offers buyers the choice of either booking a convenient two-hour home delivery time slot or collection from one of their Customer Centres across the country within as little as 72 hours from order. Every Cazoo car comes with a full 7-day money back guarantee and a comprehensive 90-day warranty.

Rob Calder, Commercial Director of The Hundred said: “As an emerging, innovative, digital and game-changing brand, Cazoo is exactly the kind of business we want as Principal Partner of The Hundred. We are delighted to partner with Cazoo for our launch in 2021 and look forward to working very closely with them to provide an incredible experience for new and existing cricket fans.”

Alex Chesterman OBE, Founder & CEO of Cazoo, said: “We are delighted to partner with The Hundred, one of the most exciting sporting events taking place next year. This relationship is an important part of our growth plans and will help Cazoo become a household name and as we engage with new and existing cricket fans across the country and continue to deliver the best possible car buying experience for UK consumers.”

EXCLUSIVE: AC Milan’s Casper Stylsvig On Twitch Partnership And Being More Than A Sports Brand

AC Milan has been robust with its commercial strategy throughout 2020 as they counter the coronavirus pandemic. As a result, the club has seen tremendous success, joining forces with brands like Etro, EA Sports, launching their own esports team with QLASH and recently partnering with Roc Nation to host a joint music event.

The club has today announced an official partnership with Twitch, and iSPORTCONNECT spoke with Casper Stylsvig, AC Milan’s Chief Revenue Officer, and Twitch’s Strategic Partnership Director Farhan Ahmed to know more.

Why was the club interested in this new partnership with Twitch?

Innovation is an important part of AC Milan. It is in our DNA. What we realised even before the pandemic is that we needed to be much more digital savvy, so we started our digital transformation more than a year ago and we wanted it to be our key objective moving forward. The partnership with Twitch is another step in that journey. The journey consisted of many milestones for us.

“We believed that we needed to be a part of this community, not only for our fans but also for potential fans and our commercial partners.” – Casper Stylsvig.

Twitch is a platform where at any given time in 24 hours a day, there is an average of around 2 million people constantly active on this community. This is a huge community and we believed that we needed to be a part of this community, not only for our fans but also for potential fans and our commercial partners.

When you think about it, we have around 450 million fans or followers on a global scale, so this was another chance to reach to them in a unique way. For us the Twitch partnership is very important and it also makes AC Milan more than a sports brand but also talking or connecting to a younger audience which is very important for a club like ours. 

Does the club see Twitch as beneficial in its ability to help you gain access to a new younger demographic of potential AC Milan supporters across the world?

I think there is a huge trend over this if I see the last 10 years in terms of transactions on how people consume sports and how they consume entertainment and so on. I remember 10 years ago you talked about two screens when you watched a football game because now we are talking about three screens. You will always say that you are online you are actually watching from your home and you are probably chatting with friends, maybe neighbours and friends that can be in any part of the world at the same time. So you are constantly being contacted.

“Esports has enjoyed a phenomenal positive growth over the last couple of years and we wanted to be a part of this. We found a phenomenal partner in QLASH and that’s the reason we were brave enough to get this partnership done.” – Casper Stylsvig

So this is kind of our job to be a part of that conversation we want to be on the forefront of fans and potential fans mindset so we need to be as broad and basically the change is in the environment of forcing a club like ours to be a part of this. And that we think is incredibly important not only in terms of talking potential partners but the way we communicate with our fans. The way we sync with them and the way we keep innovating to keep our fans and potential fans interested.

You recently joined forces with QLASH to launch your first ever esports team, why did now feel like the right time to do this?

We discussed a lot when is the right time and with certain things, you just have to jump. We did a lot of analysis, we monitored the market; we monitored the other clubs with what they are doing and that’s growing into an area where you have no previous experience. We as a club have played football for 121 years in the middle of December, we know what football is about.

Now we are talking about a completely different sport. We did feel that in order to show that the club has a modern mindset and also referring to the innovation part I mentioned before, we needed this step in the right direction for our fans around the world. On top of that esports has enjoyed a phenomenal positive growth over the last couple of years and we wanted to be a part of this. We found a phenomenal partner in QLASH and that’s the reason we were brave enough to get this partnership done.

AC Milan has partnered with multiple brands amidst the pandemic, ow have sponsorship and partnership dynamics altered due to the this?

We were quite quick to change our model back in March. We realised we need to focus on our digital aspects in order to integrate our partners in strategy, obviously bearing in mind that Italy was the first country in Europe which was very badly hit by this unfortunate situation. So we needed to react fairly quickly not to be in breach with a number of partners but also show the innovation skills we have within the organisation.

“We were all working very hard during the lockdown and encouraging people to think outside the box and that’s the reason we have managed to get some unique partners on board with us in these difficult times.” – Casper Stylsvig

I think that was the natural way of doing it and sort of opening up. We were all working very hard during the lockdown and encouraging people to think outside the box and that’s the reason we have managed to get some unique partners on board with us in these difficult times.

We never had an aggressive approach. We had more human approach and that’s why we managed to get a couple of very interesting partnership.  The approach was just to be able to talk to fans but also come up with solutions where we say “Hey listen we can’t play football at the moment but we have a huge social media platform, we have some players who are very much engaged in what we are doing and that helped us build a unique partnership.”

iSPORTCONNECT also spoke to Farhan Ahmed, Twitch’s Strategic Partnership Director, firstly asking why this partnership something that was of interest from a Twitch perspective?

Sports is a significant growing area on Twitch and what we want to do is work with organizations and creators who would like to grow a community on our service through life long form entertainment.

It became quite clear AC Milan really wanted to do that so if I say was the heart of this partnership is really working with them to unlock that opportunity and to ensure to grow their communities on Twitch and ultimately be successful.

“It’s about helping these clubs really maximise the Twitch opportunity and showcasing what other club partners are doing and ultimately helping them build a community with our audience.” – Farhan Ahmed

That’s the reason we have been working with number of clubs and are quite excited to work with AC Milan.

What can you offer to AC Milan through your platform?

AC Milan will be streaming exclusive live content on our service and that content can be in different formats. It can be content about live matches, academy games; it could be a slide of looking back in the history of the team, their heritage and history. That will be the focus of their content.

It’s about helping these clubs really maximise the Twitch opportunity and showcasing what other club partners are doing and ultimately helping them build a community with our audience which is young and highly engaged.

LDN UTD Joins Forces With Yop To Launch “Yop Esports Champs”

LDN UTD, the esports org that unites with social responsibility, joins forces with leading drinkable yogurt brand Yop from Yoplait.

Yop will be the title sponsor of the recently announced Inter-Borough Yop Esports Championships that are taking place, as of today, in partnership with the Mayor of London.

Yop Esports Champs is a great opportunity to combine the entertainment of an esports event with the opportunity to support teens develop skills that could make a difference for their future development. The Yop Esports Champs will engage residents of Hackney, Lambeth, Lewisham, and Kingston, in partnership with outreach groups, including the Rio Ferdinand Foundation, Lewisham Young Mayor’s Office, Wicker Charity and Kingston Race and Equalities Council.

Yop will support LDN UTD on the workshops commencing on the 1st December which will provide participants with the broader skills for working in esports, on topics including public speaking, video production/editing and social media management. Each workshop will be delivered by an academic from Salford University, Staffordshire University London, University of East London, and Morley College Chelsea, in tandem with industry professionals from esports and traditional sports organisations including Fnatic, Gfinity, Blast, Manchester City FC and Leyton Orient Football Club.

During the Yop Esports Champs, Yop will support the participants with their drinkable yogurts, create bespoke challenges for the digital workshops and have a bespoke gaming console give away in store at ASDA, as well as support on social media channels and Sport Buff’s interactive broadcast technology on Twitch during the NBA2K and FIFA 21 competition on 12th, 16th and 19th December.

Oliver Weingarten, Founder and CEO of LDN UTD said: “From our first discussions it was clear that LDN UTD and Yop were very much aligned on values and messaging to the esports community. We are both looking to bring about positive change through education and esports and having someone on board who shares a common goal will enable us to reach more members of the community.”

Joanna Goodman, Head of Marketing at Yoplait UK said: “Yop is committed to championing positive nutrition and supporting teens to live their passions and drive positive change. A source of Calcium & vit. D, Yop is a great tasting nutritious snacks for players & fans who share our common love for esports, and we are delighted to be able to support LDN UTD in their Esports Champs.“

UEFA Champions League Renews Pepsi Partnership Until 2024

PepsiCo has renewed its UEFA Champions League partnership for the 2021–24 cycle, continuing its long-running relationship with the competition. The agreement also includes sponsorship rights for the UEFA Super Cup in 2021, 2022 and 2023.

“PepsiCo has been a UEFA Champions League partner since 2015 and we are delighted to welcome them onboard for another three-year cycle,” said UEFA marketing director Guy-Laurent Epstein.

“PepsiCo is a trusted, innovative and influential partner and we are looking to draw on this energy and experience in order to work together to develop a wide range of activations which will benefit football fans across the globe in the coming years.”


Looking ahead to the next three years as a UEFA Champions League partner, key priorities will include working together to deliver increasingly sustainable events, reducing plastic waste and recycling. Advancing equality and improving the lives of others also remains an important goal of the partnership. In recent years, Lay’s®, which is part of the PepsiCo portfolio, has helped to construct football pitches at the Za’atari and Azraq refugee camps in Jordan, in conjunction with the UEFA Foundation for Children. This has given thousands of youngsters the opportunity to play football in a safe environment, with the best possible facilities.

“Since becoming a sponsor in 2015, the PepsiCo and UEFA partnership has become stronger and more exciting each year,” said Ram Krishnan, PepsiCo’s global chief commercial officer. “Today it is the largest global platform we activate against, with more than 100 of our markets eagerly participating each season with best-in-class commercial programmes, from iconic pack solutions and point of sale activations to engaging marketing campaigns with some of football’s best athletes supporting our brands.”


PepsiCo and UEFA have also pledged ongoing and increased support for the UEFA Champions League Final Opening Ceremony presented by Pepsi. Since its inauguration in 2016, high-profile artists have provided unprecedented fan entertainment minutes before the start of one of the world’s largest annual sporting events.

In August, PepsiCo signed a multi-year partnership with UEFA Women’s football, under which the food and beverage company will support women’s football at all levels through to 2025 while also becoming a main partner of the UEFA Women’s Champions League and UEFA Women’s EURO.

PepsiCo joins Heineken and Mastercard in committing to sponsoring the UEFA Champions League from 2021 to 2024. The worldwide sales of all UEFA men’s club competition sponsorship rights are being carried out by TEAM Marketing AG on UEFA’s behalf.

“We Lay A Particular Focus On Promoting Gender Equality, Inclusion And Enhancing Social And Life Skills”

Generation Amazing, a programme coordinated by the Supreme Committee for Delivery and Legacy, is aimed at contributing to the lasting legacy of the 2022 FIFA World Cup. iSPORTCONNECT spoke with with Nasser Al Khori, Generation Amazing Programmes Director about the ambitions of the programme.

Tell us about the Generation Amazing initiative.

Generation Amazing (GA) is the Supreme Committee for Delivery & Legacy’s (SC) human and social legacy programme initiated during Qatar’s successful bid for the FIFA World Cup 2022™ in 2010. We deliver football for development programmes locally and internationally utilizing a unique methodology based around football and the power it holds to inspire and empower youth everywhere. We lay a particular focus on promoting gender equality, inclusion and enhancing social and life skills like communication, organisation, teamwork and leadership. 

Our overall mission, in close alignment with the United Nations Sustainable Development Goals (SDG’s), is to use football as a vehicle for community betterment – empowering and educating the next generations. We see sport, and specifically football, as a fundamental instrument for achieving socio-economic and wider development outcomes for young people and particularly those among vulnerable and disadvantaged communities.


How does a legacy programme help develop the sport at grassroot level?

We recognise that reaching children of an optimal learning age is key to creating social change. In over 70 schools across Qatar and Oman, we have run sessions for children from the ages of 8 to 12 over a 10-week cycle, focusing on enhancing a positive set of values such as inclusion, tolerance and respect. Through the programme, children develop life skills on the ground to become leaders and inspire a better future.

Beyond our local programmes, Generation Amazing has been building capacities of youth in the international communities where we work. Our youth are passionate about using football to inspire social good and make change in their communities. In collaboration with local partners, we provide capacity-building courses that develop their leadership skills on and off the pitch. These sessions have helped participants develop confidence and take charge when allocated team leader roles. Through their engagement in the Generation Amazing programme, 80% of youth have demonstrated an improvement in leadership skills. 

By 2022, Generation Amazing will have trained more than 100 youth advocates. In turn, these advocates will pass their expertise on and help thousands more to change lives – their own and those of others. By inspiring and engaging an amazing generation of young advocates active long beyond the FIFA World Cup, Generation Amazing aims to empower those united in their commitment to positive social change.


How are you planning to reach 1m beneficiaries by 2022 amidst the pandemic?

Generation Amazing programmes are designed to address the specific development needs of a given community, and are carefully adapted to each local context. To date, we have developed 30 community football pitches across the Middle East and Asia to support our mission. More than 500,000 beneficiaries have been reached through Generation Amazing football for development programmes across four continents. We aim to positively impact one million youth through our football for development programme by 2022.

We aim to reach vulnerable young people across the world through our football for development methodology, teaching values including gender equality and inclusion, and enhancing life skills like communication, organisation, teamwork and leadership. Besides reaching youth across four continents to date, we work to give communities with especially limited resources access to a safe place to learn and play. Our target of reaching 1 million young people in this way is achievable through our football for development sessions and with the support of our growing partner network.


How are you tackling the Covid-19 challenges?

The current COVID-19 pandemic has created a global challenge and disruption to education, sporting activities and communities, including those where Generation Amazing has a presence. We decided to address this challenge by continuing to harness the power of football through online football for development sessions and live chats with some of the world’s leading football stars.

The live streams have been running since early April on a weekly basis and have received some fantastic feedback from our audiences. We have also recently won two international awards for our online engagement for youth during the pandemic. Our sessions offer comprehensive access to the programme by inspiring, engaging and connecting participants and our audience at home. Qatari and global legends like Mubarak Mustafa, Khalid Salman, Almoez Ali, Xavi Hernandez, Tim Cahill and Cafu among others, have shared messages of advice and inspiration for our young audiences. Female players like Nadia Nadim, Lianne Sanderson and Allyson Swaby also went live with us to discuss women in sport and our core focus area of gender equality.


Tell us about your recent partnerships globally and the strategy behind the same?

We have a number of exciting partnerships at Generation Amazing, including the recently announced partnership with CONCACAF on football for development initiatives together with their NextPlay programme. A key focus will be community coach development, helping to inspire and empower thousands of young people and expanding the reach of our programmes. 


We joined hands with the International Federation of the Red Cross and Red Crescent Societies (IFRC) to bring a joint football for development programmes to vulnerable youth in several countries across Asia, Africa, the Middle East and South America. In the region, we started working with the Jordan Hashemite Charity Organisation for Arab and Islamic Relief, Development and Cooperation (JHCO) to bring our football for development programme to refugees and vulnerable communities in Jordan and beyond. 

This September we also celebrated one year of the impactful football for good partnerships we have developed with Italian club AS Roma and Belgian team KAS Eupen. We also partner on a value in kind basis with Leeds United and Sheffield F.C., and are looking to add further partner clubs to our network as we enhance our global footprint. 

Birmingham 2022 Appoints North As Official Network Technology Integrator

North, one of the UK’s leading integrated technology specialists, has been appointed as Official Network Technology Integrator for the Birmingham 2022 Commonwealth Games, enabling the delivery of critical network and telecommunications services across all competition and non-competition venues.

North, which has experienced significant growth in recent years, will provide the end-to-end design, delivery, integration, and Games-time operation of the communication network services for Birmingham 2022.

As overall prime integrator, North will lead the deployment of the LAN, WLAN, telephony, and essential cabling services, while providing critical venue infrastructure support and incident management across all competition and non-competition venues.

North has a strong record of providing specialist services for major sporting events including previous experience as Official Cabling Services Integrator at the Glasgow 2014 Games, as well as multiple Ryder Cups and The Open Golf Championships.

Ian Reid, Chief Executive Officer of Birmingham 2022, said: “We welcome North as Official Network Technology Integrator for Birmingham 2022 and we look forward to working closely with them to utilise their unrivalled expertise in this area. North has proven experience in delivering high quality network integration services for major sporting events, and we are confident that their knowledge and abilities will help make Birmingham 2022 a hugely successful and memorable event”.

Scott McEwan, Group Executive Director at North, said: “We are thrilled to be part of the Birmingham 2022 Commonwealth Games, leading the delivery of an integrated and connected Games. Deployment of network integration and connectivity is at the core of our service offering and will underpin all of the critical Technology services needed to successfully stage the Games.

“From the Glasgow 2014 Games, to many years of Ryder Cups and The Open Golf Championships, we understand the unique requirements of live sporting events shown on a global scale, and we are very much committed to delivering the highest standard of network connectivity in the lead up to and throughout the Games.

Rugby World Cup 2025 To Expand To 16 Teams

World Rugby has confirmed that the women’s edition of the Rugby World Cup will expand to 16 teams from 2025 onwards.

The landmark decision, taken by the Rugby World Cup Board earlier this year, reflects World Rugby’s commitment to accelerating development of the women’s game globally through its transformational women’s strategic plan 2017-25.

With women’s rugby interest and participation going from strength to strength, the decision supports a core pillar of the plan in increasing the global competitiveness of women’s international rugby, providing the opportunity for more teams to be more competitive on the biggest stages.

Women’s rugby has experienced record growth in recent years, with women and girls now accounting for 28% of the global playing population.

Interest in Rugby World Cup hosting continues to grow ahead of the formal process beginning in February 2021 and today’s announcement follows recent confirmation of key elements relating to the evaluation, publication and voting process for the 2025 and 2029 editions, which will be awarded at the same time as the men’s in May 2022.

Rugby World Cup continues to go from strength to strength and New Zealand 2021 is set to feature a host of exciting new format changes which prioritise player welfare and event promotion.

World Rugby Chairman Sir Bill Beaumont said: “Women’s rugby is the single greatest opportunity to grow the sport globally. In 2017 we set out an ambitious eight-year plan to accelerate the development of women in rugby, with a core pillar focussing on high­ performance competition and an ambition to improve and expand the number of teams competing in pinnacle events. We have seen in recent years that more teams are making a statement at international level and unions are continuing to develop their women’s high­ performance programmes.

“This is a milestone moment for the women’s game, expansion of the Rugby World Cup opens additional aspirational and inspirational playing pathway opportunities for unions at the highest level of the game and creates added incentive for unions worldwide to continue to invest and grow in their women’s programmes.”

Mahindra Racing Becomes The First Automotive Manufacturer To Commit To Gen3

Mahindra Racing has announced its commitment to the Gen3 era of the ABB FIA Formula E World Championship, becoming the first automotive manufacturer to sign up for the generation that commences with the 2022/23 season.

As Formula E begins its first season as an FIA World Championship, Indian manufacturer Mahindra has reaffirmed its strong, long-term relationship by committing to the Formula E Gen3 era, starting in 2022. The Mahindra Group aims to put half a million electric vehicles on Indian roads by 2025 and believes in Formula E’s ongoing role as an essential proving ground for future race-to-road electric vehicle and sustainable mobility technologies.

One of Formula E’s founding teams – and the only Indian manufacturer – Mahindra Racing has so far claimed four E-Prix victories, 18 podiums, and 690 championship points, making them one of the most consistent and respected outfits on the grid. The team is committed to pushing the limits of technology and innovation in the electric vehicle space and addressing the impact of climate change. Mahindra Racing was the first Formula E team to be awarded the FIA Environmental Accreditation Three-Star rating, demonstrating excellence in sustainability practices.

Gen3 marks a new era of performance and efficiency benefits including more powerful, lighter cars, faster charging and cost controls, all with the aim of increasing the intense and unpredictable racing Formula E has become known for.

The first and only sport to be net zero carbon from inception, Formula E exists to accelerate sustainable human progress through the power of electric racing. Electric vehicles and their charging infrastructure have evolved significantly since Gen1 took to the streets of the world’s most iconic cities. This rapid development highlights how quickly the sustainable mobility technologies critical to counteracting climate change are advancing.

The work that Formula E and the FIA have done together to shape the Gen3 era focuses on delivering a new generation of progress, reaffirming Formula E’s position as the pinnacle of electric racing while increasing road relevance for manufacturers even further. Gen3 will bring with it performance and efficiency advances including more powerful, lighter cars, faster charging and cost controls.

The ABB FIA Formula E World Championship is currently testing in Valencia ahead of its Season Seven debut in Santiago, Chile in January with two races each staged at 19:00 CET (15:00 local time) on January 16 and 17.


FIA President, Jean Todt said: “Ahead of another important technical milestone for the FIA Formula E World Championship, I salute Mahindra Racing as the first manufacturer to commit to the next era of the discipline. The Gen3 race car will indeed further establish the principles that have made the championship successful. It is positive to see a founding team continue with us on a shared mission to develop electric vehicle technology and promote sustainable mobility.”

CEO and Team Principal of Mahindra Racing Dilbagh Gill said: “By committing early to Gen3 Mahindra Racing is continuing its journey, which it started by becoming the first OEM to sign up to the championship back in 2013. As the greenest team in motorsport, Formula E is the perfect home for us; a place where we can demonstrate our performance and sustainability credentials both on and off the track.

“Our future focus is on race winning performances that we can all be proud of and some exciting new projects in the engineering services space. In short, we’re here for the long run; we are not building something for today, we’re building something for tomorrow.”