Molson Hides Its Logo in Women’s Hockey Jerseys to Spotlight Players Names

Women’s hockey is having a well-deserved moment. The newly-established PWHL has been drawing record-setting attendees and viewers to its games since the league’s inception in January.

Despite the surge in popularity, awareness of individual women athletes still isn’t where it should be. This lack of familiarity is in part due to a lack of equitable sports media coverage. According to a 2022 study, women’s sports accounted for a mere 15% of total sports media coverage. And traditional jersey design isn't helping matters.

To bring more visibility and recognition to PWHL players, Molson, the official beer of hockey, is sponsoring the space above PWHL jersey numbers, usually covered by the player’s hair, this International Women’s Day. By shifting the player’s name below their number, Molson is covering its name so hers can be seen. Introducing: See My Name.

To introduce the See My Name initiative, Molson released a 0:30s OLV featuring PWHL Toronto players Natalie Spooner and captain Blayre Turnbull, alongside Ann-Renée Desbiens, Leah Lum and Catherine Dubois from PWHL Montreal.

The updated jerseys will make a special appearance for International Women's Day at the March 8th Toronto vs. Montréal game at the Mattamy Athletic Centre in Toronto. The initiative kicks off a multi-year partnership between Molson and the PWHL, showing the brand’s commitment to the league and elevating its players.

Molson worked closely with the PWHL on the best way to launch the partnership with impact to meaningfully elevate players and the league itself.

“It’s such an exciting time for women’s hockey. But a lot of the PWHL’s players still aren’t getting the recognition we think they deserve,” says Caroline Friesen, partner and group creative director at Rethink. “Most sponsorships are about elevating the brand, but with See My Name, we found a way to use a traditional sponsorship to elevate and increase visibility for PWHL players.”

Last year, Molson launched its ‘Everyone In’ campaign to introduce the brand to a new generation of Canadian beer drinkers, in response to the changing lives of Canadians that have not always been represented in big beer advertising. See My Name seeks to continue the brand’s mission to bring ‘Everyone In’. And as the official beer of hockey, Molson wants to elevate the women’s game and use its platform to grow the sport and promote its stars.

“We’re proud to announce our upcoming new partnership with the PWHL in an actionable way,” says Kara Fitzpatrick, marketing director, Molson and economy brands. “We’re huge fans of the league and its incredible athletes, and launching See My Name felt like the best way to help the stars of the PWHL continue to shine.” 

“International Women’s Day is important for celebrating and recognising women who are change makers, which makes it fitting for an initiative like See My Name that provides unique recognition for PWHL players,” said Jayna Hefford, PWHL senior vice president of Hockey Operations. “I look forward to seeing Montréal and Toronto hit the ice with these special jerseys on Friday.”

Molson’s See My Name initiative sends a powerful message that women athletes deserve to be seen, recognised and celebrated. 

Paid media will run from March 5th to 24th and will include social, OLV, a Sportsnet and Breakfast Television integration, and OOH across Toronto and Montreal.