The line comes from Jerry Maguire in 1996, written and directed by Cameron Crowe. In the scene sports agent Jerry Maguire, played by Tom Cruise, asks client Rod Tidwell, played by Cuba Gooding Jr, what he needs to stay loyal, and Tidwell makes him scream the phrase back repeatedly. The moment helped win Gooding an Academy Award and entered everyday slang. Clips spread through sports coverage, adverts and meme edits, and creators still pair it with Here Comes The Money for longer payday montages.