Sport was once a male domain. Women playing sport attracted less attention. Their awards were smaller. Their sponsorships were lesser. Their achievements were perceived as minor.

Now sport is becoming a fierce advocate for women’s equality and audiences are taking notice. Women’s hockey in the US is one sport having a well-deserved moment. The newly-established Professional Women’s Hockey League (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, coinciding with International Women’s Day. The idea comes from agency, Rethink. By shifting the player’s name below their number, Molson is covering its name so hers can be seen. See My

To introduce the initiative called See My Name, Molson released a 30-second video 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 made a special appearance for International Women’s Day at the March 8 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,” stated 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.”

Paid media is running from March 5 to 24 and includes social, OLV, a Sportsnet and Breakfast Television integration, and OOH across Toronto and Montreal.