After showing the baseball world they’ve earned the right to wear a crown on their sleeves and the word “Royals” across their chests, the defending American League Champions debuted their new advertising campaign and tagline, “Forever Royal.”

The campaign launched Sunday, February 1, on the world’s biggest advertising stage with a local commercial during the Super Bowl. In the spot, memorable postseason highlights are projected onto famous Kansas City landmarks such as the Nelson-Atkins Museum of Art, Bartle Hall, Union Station and the Kauffman Center for Performing Arts. A voiceover announcer says, “From every seat in The K to every corner of the city, a dream became a challenge, a goal became a promise, and each of us became ‘Forever Royal.'”