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Toronto, ON — The Professional Women’s Hockey League Players Association (PWHLPA), the labor union representing the players of the PWHL, has appointed Malaika Underwood as its new Executive Director, effective March 3, 2025. A highly accomplished sports executive, Underwood has developed strategies and operated businesses that help athletes, organizations, and brands unlock commercial value. She succeeds Brian Burke, who has led the union since its inception in 2023.

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In her new role, Underwood will lead the PWHLPA’s efforts to protect players’ rights, advocate for their well-being, and ensure they have the resources to thrive both on and off the ice. Her decades of work in athlete representation and business innovation have created transformative opportunities for growth, which she will now bring to the union. She will 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.

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“When I think about the players of the PWHL, I see trailblazers who have achieved historic milestones and redefined what’s possible in professional women’s sports,” said Underwood. “Their courage, talent, and determination inspire me every day, and I’m honored to step into the role of Executive Director of the PWHLPA. I’m committed to amplifying their voices, protecting their rights, and celebrating their contributions to the game. I want to thank Brian Burke for the leadership he provided during the union’s first two years, laying the groundwork for its success. I look forward to building on that momentum to create a strong, sustainable future for the game— one where our players are valued, supported, and empowered to succeed.”

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With over 20 years of experience in college and professional sports, Underwood has advanced athlete representation while driving revenue growth. Most recently, as a Partner at High Tide Consulting, she advised sports organizations, governing bodies, and brands on strategic initiatives. From 2022 to 2023, she served as interim CEO of OneTeam Partners, steering the company through a critical transition and an investment transaction that valued the company at $1.8 billion. At the time, OneTeam represented the commercial interests of the NFLPA, MLBPA, MLSPA, WNBPA, NWSLPA, U.S. Women’s National Team PA, U.S. Rugby PA, and thousands of collegiate athletes. As Senior Vice President, Underwood led the development of OneTeam’s college business, creating the largest group licensing program in sports and ensuring equitable opportunities for female and male athletes. She also held leadership roles at The Brandr Group, IMG, and the Collegiate Licensing Company, where she managed licensing programs, oversaw co-branding initiatives for players associations, and provided strategic guidance for top collegiate institutions and brands.

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“Malaika’s experience as a successful elite athlete and leader in global sports makes her the perfect person to guide us forward,” said Kendall Coyne Schofield, President of the PWHLPA and Minnesota Frost player. “She understands firsthand the challenges and opportunities athletes face and has a proven track record of creating meaningful opportunities that support them on and off the ice. Her passion for advocacy and expertise in driving commercial growth are exactly what we need as we shape the future of women’s hockey. We’re excited to have her in our corner as we continue building something special for the players, the league, and future generations of fans.”

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“Malaika brings an incredible combination of experience and vision to this role. She has worked at the highest levels across sports, helping athletes unlock value through licensing, branding, and strategic growth,” said Sarah Nurse, Vice President of the PWHLPA and player for the Toronto Sceptres. “Her leadership will be instrumental as we continue to strengthen our union and create opportunities that empower players on and off the ice.”

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Underwood’s unique perspective as a sports business leader and retired elite athlete makes her especially suited for the role. Named one of SportsBusiness Journal’s Forty Under 40 in 2021, her career includes significant achievements in both business and athletics. At the University of North Carolina, she was a four-year scholarship athlete and team captain of the volleyball team, earning a BA in International Studies and later an MA in Sport Administration. During her 17-year career with the USA Baseball Women’s National Team, she earned five Women’s Baseball World Cup medals before retiring from competition. She transitioned to coaching in 2023 and guided the 2024 team to a silver medal and a #2 global ranking.

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Departing Executive Director Brian Burke reflected on his tenure: “It has been an honor and a privilege to support the incredible members of the PWHLPA over the last two years. 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. 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. Thank you to the players for entrusting me with this position. I will always be a proud supporter of the PWHLPA, women’s hockey, and its extraordinary athletes.”

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Underwood’s appointment comes at a pivotal time for professional women’s hockey and the union. The PWHL’s inaugural 2024 season set records for attendance and viewership, captivating global audiences and establishing a strong foundation for the league. Players made history in July 2023 by ratifying the first collective bargaining agreement in professional women’s hockey, ensuring long-term stability for players and the league through 2031 and positioning the PWHL as a model for sustainable growth in women’s sports.

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