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Molson has been a longtime supporter of professional hockey, and it has now signed a multi-year partnership with the Professional Women's Hockey League (PWHL). Molson also launched its out See My Name campaign, an initiative introducing an updated jersey design intended to bring greater visibility and recognition to the league's players.
Despite the growing attention towards women's sports, there is still a notable lack of recognition for individual female athletes. One of the main reasons for this lack of visibility is the unequal coverage they receive in sports media. Research conducted in 2022 revealed that women's sports only accounted for 15% of the total sports media coverage. Furthermore, the traditional design of sports jerseys is also contributing to this issue by not helping to increase visibility for female athletes.
To bring more visibility and recognition to PWHL players, Molson, the official beer of hockey, will be sponsoring the space above PWHL jersey numbers, usually covered by the players' 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.
"We're proud to announce our upcoming new partnership with the PWHL in an actionable way," says Kara Fitzpatrick, Marketing Director, Molson™ & Economy Brands. "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."
Agencies behind See My Name campaign?
- Agencies -
- Brand - Molson
(click on the link to view the agency's Vendor Directory listing)
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