Credit crunch? What credit crunch?
British and Irish rugby fans have sidestepped the global recession and forked out an estimated 40 million pounds to roar on the Lions in South Africa this summer.
The four official tour operators will take in excess of 30,000 fans to the three Test matches in Durban, Pretoria and Johannesburg.
But, once the independent travellers have been taken into account, insiders expect the full Lions support to number around 50,000 for the tour.
Ian McGeechan's men can confidently expect to run out for the Test matches at Kings Park, Loftus Versfeld and Ellis Park with half of each stadium swathed in red.
Adidas expect to sell more Lions jerseys this year than Real Madrid or Chelsea shirts. No matter what happened on the field in 2005, the Lions remain big business.
And, despite the global economic downturn, for many serious rugby fans some things are simply not-negotiable. Recession or no recession, Lions fans are determined to be in South Africa this summer.
The necessary concession in many cases has been the nature of the trip, with thousands of supporters set to take advantage of South Africa's relative proximity to fly in and out for a Test weekend instead of undertaking a longer tour.
Justin Hopwood - head of sales and marketing at Mike Burton Travel, which is responsible for managing the official travel packages - said: "It has been hard since September 2008 with the change in the financial situation and the economies around the world but it hasn't dampened the enthusiasm or the commitment of a true rugby fan wanting to experience the Lions in South Africa."
"The next two tours in Australia and New Zealand are long haul. You can do a weekend away for a South Africa tour."
"The economy and everyone's personal financial situation has changed the way people are doing the tour - but not how many are doing it."
"England Rugby Travel, for example, had 4500 advance registrations from people who paid to get on the waiting list. That is the kind of enthusiasm there is for the Lions tour."
"[Lions manager] Gerald Davies always calls it rugby's last great adventure. The fact the Lions is once every four years, and once every 12 years in South Africa, delivers a unique sporting occasion."
"The fans going over there have illustrated that, I think."
Inspired by the victory over South Africa in 1997 and the steady growth of rugby's popularity through the professional era, supporters travelled to Australia in 2001 in droves.
The Australian Rugby Union was caught by surprise at the sheer numbers who managed to get tickets for the first Test and dressed Brisbane's Gabba in a sea of red.
The Lions also enjoyed magnificent support in New Zealand four years ago, with convoys of camper vans winding their way around the country following the tour.
Sir Clive Woodward took a brutally professional approach and the Lions still ended up losing 3-0. This time around McGeechan is reverting back, as much as is possible, to the old amateur ethos.
That is attractive to supporters.
Every time the Lions come together they face an uphill battle. They have only ever won four Test series. But the fans still flock.
The traditions matter to rugby people and the Tests this summer will be rammed with Lions fans.
"That picture three or four minutes before kick-off on June 20 will be one