Countdown, the mid-afternoon Channel 4 staple of night workers, lecture-dodging students, the retired and the unemployed piqued the interest of GAA fans last week.
Dictionary Corner's Susie Dent unscrambled 'camogie' from the nine letters presented. It was just added to the Oxford English Dictionary last year.
The sport was described as:
A ball and stick game played by women and girls, primarily.
Forget about those possibly exaggerated Sky Sports numbers for their GAA coverage, this is evidence that the deal is working.