Johnnie Walker is using the Women’s World Cup to further its support of female athletes, with some help from “Ted Lasso” star Hannah Waddingham.
The actress will be featured in the new “Match Day Memos” campaign from the Diageo-owned Scotch whisky brand. From today through Aug. 20, people can sign up online to receive these video memos, which include daily FIFA Women’s World Cup schedules as well as inspirational reminders and statistics to boost viewer support for women’s sports. The memos will be sent via text message every morning to those who sign up.
The World Cup begins on July 20.
Read more: What to know about the Women’s World Cup
The memos were scripted and produced in partnership with Hello Sunshine, the media company founded by actress and producer Reese Witherspoon with the mission of broadening the opportunities for women in the media.
For every signup, Johnnie Walker will make a $10 donation, up to $100,000 in total, to its nonprofit partner, the Women’s Sports Foundation. Johnnie Walker is also collaborating with Just Women’s Sports for the initiative. The digital-first media platform will help amplify Waddingham’s call to action to tap into a community of dedicated women’s sports fans.
Selecting Waddingham for a soccer (or football)-related campaign makes sense to “Ted Lasso” fans. Waddingham has won one Emmy and been nominated for three consecutive years—including this week—for playing club owner Rebecca Welton.