Molson Brewery has undertaken a distinctive and groundbreaking measure to support female hockey players by consenting to relocate their branding on Professional Women’s Hockey League (PWHL) jerseys. The decision is aimed at increasing the visibility of the players’ names and promoting their prominence as International Women’s Day approaches.
As part of a long-term partnership, Molson Brewery has introduced the ‘See My Name’ campaign, through which the company will be positioning its logo at the top of the jerseys of the six teams in the league, while relocating player names to the bottom. This strategic adjustment will prevent the longer hair, typically worn by female players, from obscuring their names, thereby allowing for greater visibility of the athletes on the ice.
Kira Fitzpatrick, the director of marketing at Molson, has expressed her personal connection to the initiative, stating, “I played competitive hockey growing up, so on a personal level, this is one of the most impactful and personally connected projects that I have worked on. We will gladly reposition our logo to elevate players in the manner they deserve.”
The redesigned jerseys will be unveiled during a game between the PWHL teams representing Toronto and Montreal at the Mattamy Athletic Center, formerly known as the old Maple Leaf Gardens.
Jayna Hefford, the PWHL Senior Vice President of Hockey Operations, emphasized the alignment of the initiative with the essence of International Women’s Day, stating, “International Women’s Day is significant for celebrating and acknowledging women who are change-makers, which makes it fitting for an initiative like ‘See My Name’ that provides unique recognition for PWHL players.”
The PWHL, in its inaugural year, has already achieved notable success, particularly in Canada. Following a challenging period for women’s hockey in North America, the league was established following the disbandment of the Canadian Women’s Hockey League in 2019. This significant shift in the women’s hockey landscape led to the creation of a more financially stable league by the Professional Women’s Hockey Players’ Association, eventually giving rise to the PWHL.
The league’s debut on New Year’s Day attracted a larger TV audience than the NHL Winter Classic, while also setting world records for the highest attendance at a women’s hockey game when 19,285 supporters gathered to watch Montreal play Toronto at Scotiabank Arena.
Molson’s proactive step to elevate women’s hockey players through enhanced visibility on the jerseys not only aligns with the spirit of International Women’s Day but also celebrates the notable success of the PWHL in providing a platform for elite-level competition and setting new benchmarks in women’s hockey.