The Professional Women’s Hockey League Players Association (PWHLPA) revealed on Wednesday that Malaika Underwood will be taking on the role of executive director, beginning in March.
Underwood brings with her two decades of experience in sports consultancy and engagement with various players’ associations, with a focus on brand marketing and licensing. She is stepping into this position following Brian Burke, who regarded his tenure as a temporary measure when the league was established approximately 18 months prior.
Burke expressed in a statement that securing permanent leadership was crucial for the union from its inception to ensure the continued progress that players have fought for. “Malaika Underwood is that leader,” he emphasized, highlighting her vision, expertise, and dedication to the players as strong attributes for her new role. Burke has been a strong proponent of women’s hockey and has held multiple executive positions in various NHL teams throughout his career.
Underwood’s appointment comes at a pivotal moment, just two months into the PWHL’s second season, while the six-team league is exploring opportunities to add up to two new franchises for the upcoming season. The PWHL is structured under a centralized management system, with all teams operated by the league itself and financially supported by Mark Walter, owner of the Los Angeles Dodgers.
The PWHLPA operates as an independent organization representing the players, who played a crucial role in the league’s formation by endorsing an eight-year collective bargaining agreement in June 2023. Underwood’s responsibilities will encompass championing players’ rights as well as emphasizing sustainable growth, empowering union members, and fostering strategic alliances to enhance professional women’s hockey and acknowledge the athletes’ impact on the sport.
While she does not have a background in hockey specifically, Underwood’s recent position was as a partner at High Tide Consulting, where she advised various sports organizations, governing bodies, and brands on strategic measures. Prior to that, she served as interim CEO of OneTeam Partners, focusing on the commercial interests of numerous players’ associations, including those from the NFL, MLB, and NWSL.
Reflecting on the players in the PWHL, Underwood stated, “I see trailblazers who have achieved historic milestones and redefined what’s possible in professional women’s sports.” She expressed a strong commitment to amplifying their voices, safeguarding their rights, and honoring their significant contributions to the game.
