Malaika Underwood, a seasoned sports consultant with extensive experience in player representation and brand development, has been appointed as the Executive Director of the Professional Women's Hockey League Players Association (PWHLPA). Underwood's appointment marks a significant step for the growing league as it seeks to solidify its position and drive sustainable growth.
The Professional Women's Hockey League Players Association announced on Wednesday the appointment of Malaika Underwood as its executive director, effective March. Underwood brings 20 years of experience as a sports consultant and working with various players associations, specializing in brand marketing and licensing initiatives. She succeeds Brian Burke , who initially viewed his role as the PWHLPA 's head as temporary when the league launched approximately 18 months ago.
Burke stated in a press release, 'From day one, it was crucial that the union find long-term leadership capable of sustaining and building upon what the players have fought to create. Malaika Underwood is that leader. Her vision, expertise, and commitment to players make her the perfect choice. I am excited to support her transition into this role and look forward to seeing women's hockey continue to thrive.'The 69-year-old Burke, a long-time advocate for women's hockey and former NHL executive for multiple teams, expressed his confidence in Underwood's ability to lead the PWHLPA. Underwood's appointment coincides with the league's second season and its aim to expand by up to two franchises by next season. The PWHL operates under a centralized model, with all teams owned and financially supported by the league, backed by Los Angeles Dodgers owner Mark Walter. The PWHLPA, a separate entity representing the players who helped establish the league, secured an eight-year collective bargaining agreement in June 2023. Underwood's responsibilities will encompass protecting players' rights and focusing on 'sustainable growth, empowering the union's membership, and building strategic partnerships to elevate professional women's hockey and the athletes who drive its success,' according to the PWHLPA.Despite lacking prior ties to hockey, Underwood's most recent role was as a partner at High Tide Consulting, where she advised sports organizations, governing bodies, and brands on strategic initiatives. Previously, she served as interim CEO of OneTeam Partners, representing the commercial interests of numerous players associations, including those representing NFL, MLB, and NWSL players. 'When I think about the players of the PWHL, I see trailblazers who have accomplished historic milestones and redefined what's possible in professional women's sports,' Underwood stated. 'I'm committed to amplifying their voices, protecting their rights, and celebrating their contributions to the game.' The PWHLPA's announcement coincides with the league's second season and a commitment to expanding its reach and impact within the world of professional women's hockey
Professional Women's Hockey League PWHLPA Malaika Underwood Brian Burke Women's Hockey Sports Consulting League Expansion Collective Bargaining Agreement
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