The National Women’s Soccer League is launching an ad meant to remind World Cup watchers that many of the tournament’s best players can also be found on NWSL pitches.

The video, created in-house, is a continuation of the league’s self-produced “We Play Here” campaign that kicked off earlier this year. It’s meant to reinforce the fact that 60 World Cup athletes from 16 countries play in the NWSL, including 22 of the 23 women on the U.S. squad, which is favored to win the tournament.

“This whole concept of ‘We Play Here’ is very powerful in that it’s this moment that the best in the world really do play inside our league,” said Julie Haddon, chief marketing officer of the NWSL, in an interview. “It’s actually fact; it’s not even hyperbole.”

Brandi Chastain, who scored the World Cup-winning goal for the U.S. in 1999, narrates the 30-second spot, which will live on social and digital outlets including Facebook, Twitter, TikTok and YouTube throughout the World Cup. The NWSL declined to disclose specific terms of the media buy. 

Also read: TikTok and Twitter battle for World Cup brands

The World Cup takes place from July 20-Aug. 20. The NWSL will take a break during the tournament, with regular season games resuming Aug. 18. (The league has scheduled its ongoing Challenge Cup games during the World Cup.)

“We want to create the awareness of, you watch this [World Cup] on the global stage, and you can also watch these players in your city and in your hometown, and on your streaming devices and on social,” Haddon said.

Haddon, a former marketer with the NFL, said the idea for the “We Play Here” campaign dated to her experience as a part-owner of the league’s Chicago Red Stars franchise. “I’m thinking as an owner of one of these clubs, why are we not showcasing the fact that the best in the world are playing here? So it became a bit of an obsession of mine to go help drive the awareness.”

Haddon divested from the Red Stars before joining the NWSL league office in August of last year. In part because time was tight, she said, Haddon assembled a creative team consisting of former co-workers and professional contacts to create the “We Play Here” campaign, rather than work with an agency. Haddon called this “a more modern approach,” although she said the league would consider an agency as it continues to grow.

“When I think about next year, we’re going to have to address how we scale and continue to grow and I’m certainly looking at all different ways we would develop our creative,” she said. “But what was really important to me was we got a diverse group of people that really were passionate about the game and knew the sport and wanted to develop this with us.”

Haddon likened NWSL to a culture and lifestyle brand, reflecting young players and a young fan base for whom fashion, fitness and gaming are important. The 11-year-old league represents an intersection of a startup and a traditional sport, which Haddon said should be attractive to brands. Attendance at league games is up by 48% this year, according to the leaguer, and TV viewership is up by 21%, according to Nielsen. NWSL was also recently ranked as having the highest momentum among sports brands in the National Research Group’s Fandex study.

“When you want to reach younger demos, you want to reach modern emergent lifestyle, this is a sponsorship brand … we would love to have like-minded partners,” Haddon said.