This is a continuation of episode 76, and we are discussing strategic optimization of commercial activities throughout the sports club's annual cycle is necessary. By aligning all efforts with the different phases of the annual cycle, clubs can capitalize on opportunities and drive value creation. In episode 76, we discussed the different phases of a sports club’s annual cycle and the type of commercial activities that can be leveraged in those phases to drive revenue, fan engagement and maximize long-term success. We focused only on the pre-season and season. Today we will discuss playoffs, season breaks, and the postseason.