The archive · Advertising · Marketing decision · 2024–2025
Molson Canadian's 'See My Name' puts PWHL players' names below the numbers
Molson took the logo spot ponytails cover on PWHL jerseys, moving each player's name below the number so women hockey stars are finally seen.
Molson Canadian
What it had to solve
Molson Canadian sponsored the PWHL, the biggest stage women's hockey has ever had, but saw that the uniforms themselves hid the players: the name sat high on the back where long hair covers it, so the women stayed anonymous while the brand held the visible space. See My Name took on that inequality and lack of awareness directly.
How it works
The PWHL was the biggest stage women's hockey had ever had, and Molson Canadian was sponsoring it — but the jerseys still carried the sport's old inequality. The nameplate sat high on the back, exactly where a ponytail falls, so female players stayed hard to recognise on the ice. See My Name treated that uniform layout itself as the problem to fix.
The fix was a swap, not a separate campaign. Molson put its own logo in the top position — the spot a player's hair would cover — and moved the player's name down to sit under the number, where it stays visible during play. The brand deliberately took the hidden position so the player could take the visible one.
The redesigned jerseys launched on the PWHL, so the change happened in front of women's hockey's largest audience. By sacrificing its own recognition to give the players theirs, Molson turned a standard sponsorship asset into a statement about inequality and awareness. The work was later collected in the D&AD awards archive.
Why it lands
- The insight was physical: on women's jerseys the name sat where hair covers it, so the uniform itself erased the player — a problem no separate message could fix.
- The sacrifice proved the claim: Molson put its logo in the spot that gets hidden, demonstrating the inequality instead of just talking about it.
- It worked inside the asset the brand already owned — the sponsored jersey — so the change cost almost nothing and the league could say yes.
- Launching on the PWHL meant the players were seen at the moment women's hockey had the world's attention, not in a staged photo shoot.
What it did
The jersey swap made the players the visible part of the sponsorship on the PWHL: Molson's mark sat in the covered position while each player's name stayed readable in action, turning a logo placement into a statement about recognition for female athletes. The work was later collected in the D&AD awards archive.
What you can take
Sponsorship can buy visibility for the sponsored: when the uniform hides its real stars, giving up your own logo spot to fix it makes the inequality visible, and the sacrifice is the message.
Since then
The jerseys appeared on the PWHL stage during the league's breakthrough moment, giving the campaign a real audience rather than a mock-up. See My Name was kept in the D&AD awards archive as an example of a sponsor spending its own visibility on the people it sponsors, and the move became a reference point for how jersey sponsorship could serve female athletes rather than only the brand.
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