You've likely already heard and read about the big, new flashy multimedia rights deal UK Athletics announced with JMI Sports earlier this morning.
It's a big-time deal worth $210 million over the next 15 years.
The Cats media rights were previously IMG's to play with.
But what's the bottom line for Solid Blue fans?
Does anything really change? Like where they can catch TV and radio broadcasts? Who calls the games and how us media folks can cover the Cats?
Not really, but UK did mention it would like to get back some of the audience lost to new media recently (bloggers, social media, outside personalities).
And while it's important to do that in order to stay on the forefront...that's not the end game.
"I don't think the goal is to create our own news agency," UK Athletics Director Mitch Barnhart said earlier today. "We've got to do what we do best, and that is hopefully provide opportunities for young people to come participate in the sports that they love and give them a chance to play at the highest level we can play, win as much as we can win, help them graduate and get jobs and go on to the things that they do. It's not our job to recreate media. That's a piece of it. I mean, we've got to figure out how to manage all that and work with you all and do the best we can do. But that's not our primary purpose."
More in the video.