The Professional Women’s Hockey League Players’ Association announced Wednesday the hiring of Malaika Underwood as executive director, effective in March.
Underwood has 20 years of experience as a sports consultant and has worked with numerous players’ associations, while specializing in brand marketing and licensing initiatives. She will replace Brian Burke, who viewed his role at the helm of the AJLPHF as temporary when the league launched about 18 months ago.
“From day one, it was imperative that the union find long-term leadership that could support and grow what the players fought to create,” Burke said in a statement.
“Malaika Underwood is that leader. Her vision, expertise and commitment to the players make her the ideal choice. I am excited to support her transition into this role and look forward to seeing women’s hockey continue to thrive. »
Burke, 69, is a longtime supporter of women’s hockey. He has held various management positions in the NHL for numerous teams.
Underwood’s hiring comes two months into the LPHF’s second season, and as the six-team league plans to add up to two franchises next season.
-The LPHF is centrally controlled, with all teams managed by the league and financially supported by Los Angeles Dodgers owner Mark Walter.
The AJLPHF is a separate entity representing the players who helped launch the league by approving an eight-year collective bargaining agreement in June 2023.
According to the AJLPHF, Underwood’s mission will include protecting the rights of players and focusing on “sustainable growth, empowering union members and establishing strategic partnerships to promote professional women’s hockey and the athletes who are at the origin of its success.
“When I think of LPHF players, I see trailblazers who have taken historic steps and redefined what is possible in professional women’s sports,” Underwood said.
“I am committed to making their voices heard, protecting their rights and celebrating their contribution to sport. »
