Molson’s new jersey sponsorship puts the spotlight on women hockey players

From Miller Coors & Nick Kindelsperger:

When the Toronto and Montreal teams of the Professional Women’s Hockey League (PWHL) play each other on March 8, International Women’s Day, each side will sport unique jerseys sponsored by Molson.

Of course, the brand’s logo will be on each jersey, though you probably won’t see it. That’s the point.

To kick off an upcoming multi-year partnership with the PWHL, Molson is launching the “See My Name” program where its logo will be placed on the upper back of the jerseys where the players’ names are usually located.

In women’s hockey, this area is often hidden by the players’ long hair. By putting Molson’s logo to the top, and moving the names below the number, it’ll be easier for fans to identify the players, even though it makes it harder to see Molson’s.

“We want to elevate the players and bring everyone in on hockey,” says Maddie Gillmeister, senior marketing manager for Molson. “Molson is known for supporting hockey, and we’re incredibly excited to bring that support to the PWHL, which is helping grow women’s hockey like never before.”

Bringing ‘Everyone In’

“Women are underrepresented in the sporting world,” says Gillmeister. “International Women’s Day provides a starting point for Molson to help bring more recognition to women hockey players alongside the PWHL."

It also embodies the spirit of Molson’s successful “Everyone In” marketing campaign, which helped the family of brands – including Molson Canadian, Molson Export, Molson Ultra and Molson Exel – grow share of the industry in Canada in 2023.

Tickets for the game at Toronto’s Mattamy Athletic Centre have already sold out, but the game will be broadcast on Sportsnet. Molson will also host a live viewing party in Montreal at the Le Cage Sports Bar at Bell Centre. People attending can expect merchandise giveaways, drink deals, trivia and more.

Just the start

The PWHL started its inaugural season in January, but that hasn’t stopped Molson from signing a two-year sponsorship with the league.

“This is the first of many great initiatives we will have over the next two years,” says Marlie McLaughlin, manager, partnerships for Molson. “Molson’s mission is to help elevate female players in hockey. The ‘See My Name’ program is just the start.”