The Professional Women’s Hockey League (PWHL) and a Canadian-based brewery, Molson, have joined forces to enhance visibility in women’s hockey.

On March 5, the PWHL and Molson unveiled a multi-year partnership through their "See My Name" campaign, designed to spotlight women athletes on the ice. As part of the International Women’s Day initiative, they released an advertisement showcasing the new jerseys sponsored by Molson.

The updated uniforms break away from the traditional jersey design by featuring the brand's name in the space typically designated for players’ names. In this innovative approach, the athletes' names are relocated below the jersey number.

This modification enhances the recognition of each player, especially considering that long hair may sometimes obstruct their names during play. The initiative aims to give these women hockey players more visibility and acknowledgment within the sport.

In a 30-second advertisement highlighting players Natalie Spooner, Blayre Turnbull, Ann-Renee Desbiens, Leah Lum, and Catherine Dubois, their last names are obscured by their ponytails, rendering them unreadable.

The spotlight then shifts to the redesigned jersey, prominently featuring the Molson logo at the top, with each player's last name now clearly visible.

The on-screen text in the ad reads, "Molson is covering our name so hers can be seen."

These special jerseys are slated to be worn exclusively during the March 8 Toronto vs. Montréal matchup.

The league stated in a press release, "Though currently a pilot project, these updated jerseys are just a first step of many in Molson’s mission to help elevate female hockey players." This initiative reflects Molson's commitment to advancing the visibility and recognition of women in hockey.

The YouTube comments section for the commercial saw users expressing deep emotions stirred by the initiative.

"CHILLS," exclaimed one commenter.

"Where can I buy these jerseys??" another user inquired. "This is history!"

The lack of visibility has been a significant factor affecting the sustainability of top-level women’s hockey leagues. The PWHL recently launched its first season, filling the void left after the dissolution of the Premier Hockey Federation (formerly known as the National Women's Hockey League) in 2023.

The inaugural season of the PWHL comes almost four years after the sudden shutdown of the Canadian Women’s Hockey League in 2019. The league, established in 2007, saw players' salaries ranging from $2,000 to $10,000 starting from the 2017-18 season, with a total budget of $3.7 million. The new initiatives and partnerships, like the one with Molson, signal positive steps towards addressing visibility issues and supporting the growth of women's hockey at the professional level.