Molson’s “See My Name” campaign addressed a design flaw in women’s hockey jerseys: players’ names were often hidden by their long hair.

Instead of simply sponsoring the Professional Women’s Hockey League (PWHL), Molson took an unprecedented step: purchasing the jersey space above the number and relocating the players’ names to a lower, more visible position. This subtle design shift significantly improved name visibility during play and drew attention to a broader issue: gender equity in sports.

Launched on International Women’s Day, the campaign quickly gained international traction, with support from icons like Billie Jean King. By replacing its own visibility to highlight the athletes, Molson made a bold and visible statement about its values.

More than just a sponsorship, “See My Name” became a cultural moment, positioning Molson as a progressive, inclusive brand and sparking a global conversation about visibility and recognition for women in sport.