Branigan's legacy manager Kathy Golik has embraced the trend, with Branigan's verified Twitter page frequently posting support for the Blues, especially during their 2019 playoff run. Branigan's official website was also updated with a new splash page which expressed support for the Blues and proclaimed Branigan as the "Original Play Gloria". Golik stayed in St. Louis and attended every game and watch party during the Blues' 2019 Stanley Cup run while discussing the trend with media outlets. When fans of the Boston Bruins, the Blues' opponent in the 2019 Stanley Cup Finals, started re-purposing the "Play Gloria" meme, it earned a rebuke from Branigan's Twitter page which went viral. Custom-made Blues jerseys with Branigan's name and the number 82 surged in popularity during the 2019 Stanley Cup playoffs, with one being displayed on Branigan's Twitter page, along with other Blues merchandise sent by fans. "Gloria" reappeared on the iTunes singles chart thanks to the trend, reaching number three after the Blues won the Stanley Cup. "Gloria" would also re-enter the "Billboard" charts in the wake of the Blues' championship, landing at number 46 on the Digital Song Sales chart for the week of 22 June 2019. Golik noted that streams of "Gloria" have surged across all platforms and this has had a "trickle down" effect to the rest of Branigan's catalog, with her other singles such as "Self Control", "Solitare", and "How Am I Supposed to Live Without You" seeing significant upticks in streams and downloads during the 2019 Stanley Cup Playoffs.