A chilling new PSA seeks to remind the public about the very real connection between the rise in domestic violence and the World Cup.

Created by Tender Education and Arts as part of their #StandUpWorldCup campaign, the video features a woman cheering for England during a match. That's when things take a dark turn. In case you're wondering, the 38 percent quoted in the video comes from this Lancaster University study:

The study found two statistically significant trends. First, a match day trend showed the risk of domestic abuse rose by 26 percent when the English national team won or drew, and a 38 percent increase when the national team lost. Second, a tournament trend was apparent, as reported domestic abuse incidents increased in frequency with each new tournament.

Kind of an easy thing to forget amid all the cheering and fanfare.