Changing the Game: Molson’s See My Name Campaign

In a world where female athletes often face an uphill battle for recognition and representation, Molson is leading the charge for change with its latest campaign, "See My Name." Teaming up with the Professional Women's Hockey League (PWHL), Molson is not just introducing updated jersey designs; it's sparking a movement to bring greater visibility and recognition to women in sports.

Despite the growing interest in women's sports, 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.

At the heart of the "See My Name" campaign lies a powerful message: women athletes deserve to be seen, recognized, and celebrated. With traditional jersey designs often obscuring player names, Molson saw an opportunity to flip the script. By sponsoring the space above PWHL jersey numbers, typically hidden by players' hair, Molson is shifting the spotlight to the athlete's name. Their logo now takes a back seat, positioned below the player's number.

"We're proud to announce our upcoming new partnership with the PWHL in an actionable way," said Kara Fitzpatrick, marketing director for Molson. "We're huge fans of the league and its incredible athletes and launching See My Name is a great way to help the stars of the PWHL continue to shine."

The campaign's debut on International Women's Day was nothing short of spectacular. As the Toronto vs. Montréal game unfolded at the historic Mattamy Athletic Centre, fans were treated to a visual spectacle. The updated jerseys served as a powerful symbol of empowerment and solidarity, marking the beginning of a multi-year partnership between Molson and the PWHL.

But Molson's "See My Name" campaign isn't just about altruism—it's smart marketing. By aligning with a cause that resonates with consumers, Molson is tapping into the growing demand for brands that champion diversity and inclusivity. With social media blowing up with praise for the initiative, Molson is not just building brand loyalty; it's cementing its position as a trailblazer in the sports marketing arena.

“I played competitive hockey growing up, so on a personal level, this is one of the most impactful and more personally tied projects that I've worked on,” said Fitzpatrick. “We'll happily hide our logo to elevate players the way that they should be.”

As Molson continues to lead the charge for equality and empowerment in sports, one thing is abundantly clear: the impact of the 'See My Name' initiative extends far beyond the rink. It's a testament to the brand's commitment to inclusivity, diversity, and progress, and a reminder that when we lift each other up, we all win.