Yahoo Sports Malaika Underwood Set To Replace Brian Burke As Executive Director Of PWHLPA
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.
Underwood will replace Brian Burke who took on the role as executive director for the PWHLPA prior to the league's inaugural season of play.
Underwood most recently worked as a partner at High Tide Consulting advising sports organizations, governing bodies, and brands. Prior to that role she was the CEO at OneTeam Partners who represented the commercial interests of the NFLPA, MLBPA, MLSPA, WNBPA, NWSLPA, U.S. Women’s National Team PA, U.S. Rugby PA, and college athletes.
“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.”
Kendall Coyne Schofield, president of the PWHLPA praised Underwood's appointment.
“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, captain of the Minnesota Frost. “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.”
It was a sentiment echoed by PWHLPA vice president Sarah Nurse.
“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, a forward with 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.”
Underwood was an athlete herself playing volleyball at the University of North Carolina and later playing baseball for USA's women's national team.
She is replacing Brian Burke, a long time NHL executive.
“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.
