The Professional Women’s Hockey League Players Association (PWHLPA) has appointed Malaika Underwood as its new Executive Director, effective March 2024. Underwood brings 20 years of experience in sports consulting and working with players associations, specializing in brand marketing and licensing. She will succeed Brian Burke, who served as the PWHLPA's head on a temporary basis since the league's launch 18 months ago.
The Professional Women’s Hockey League Players Association on Wednesday announced the hiring of Malaika Underwood to take over as executive director starting in March.
“From day one, it was imperative that the union find long-term leadership capable of sustaining and building on what the players have fought to create,” Burke said in a statement. “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.
Underwood’s hiring comes two months into the PWHL’s second season and as the six-team league seeks to expand by as many as two franchises by next season. The PWHL is centrally controlled with all teams operated by the league and financially backed by Los Angeles Dodgers owner Mark Walter. The PWHLPA said Underwood's duties will include protecting players’ rights and focus 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.”
WOMEN's HOCKEY PWHL PLAYERS ASSOCIATION EXECUTIVE DIRECTOR MALAIKA UNDERWOOD
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