As the elite athletes of Supercars gear up for the most important race in the Southern Hemisphere, the Australian media finally turns its focus toward them.
More than 100,000 Australians will attend the four-day event at the Mount Panorama circuit, one of the world's most grueling and unforgiving racetracks.
And the media will cover it, or at lease pay Australian Associated Press for their coverage.
As longtime Supercars fan Richard Wright says, "You're lucky to get more than five seconds of coverage on the Sunday night sports wrap up on TV news bulletins. But when Bathurst rolls around, there might even be a full two minute report."
Hundreds of thousands of Australians watch Supercars events at circuits or on TV every year, but you wouldn't know it.