TORONTO, ON / NEW YORK, NY (June 10, 2026) – The National Hockey League Players’ Association (NHLPA) today launched the NHLPA Player Collective, a newly structured commercial business designed to unlock global opportunities for NHL players across group licensing, sponsorship, content, merchandise, and emerging intellectual property enterprises.
The NHLPA Player Collective will capitalize on the evolution of sports, entertainment and fan culture, as well as leveraging new and innovative technologies, to elevate the visibility, influence, and commercial opportunities surrounding NHL players.
“NHL players are elite athletes whose commercial appeal continues to help fuel the growth of our sport,” said NHLPA Executive Director, Marty Walsh. “The NHLPA Player Collective will work to continue to enhance and capitalize on the ongoing momentum that our sport is experiencing both in the NHL and on the international hockey stage.”
Built to generate new revenue opportunities for the NHLPA and its more than 750 members, the NHLPA Player Collective serves as the exclusive source for global group player rights.
With a mandate to expand how players participate in the modern sports and entertainment economy, the NHLPA Player Collective’s objectives will include:
- Expanding opportunities for new partnerships and business ventures through an increased U.S. focus and the establishment of a European business operation.
- Driving “helmet-off” awareness by building player recognition, expanding cultural relevance, and strengthening fan connectivity through content, storytelling, and NHLPA member initiatives, particularly in the U.S.
- Continuing to invest in talent, resources, infrastructure, and new intellectual property assets.
“There’s never been a bigger opportunity around NHL players than there is right now, and we’re excited to launch the NHLPA Player Collective at a time when sports, culture, content, and fan connection are evolving so quickly,” said Steve Scebelo, NHLPA Chief Commercial Officer. “We have built a strong team focused on opening new business opportunities for our players beyond the ice through storytelling, partnerships, licensing, and emerging ventures, while continuing to grow the visibility, influence, and cultural relevance of NHL players globally.”
Revenue Growth
The NHLPA Player Collective has established aggressive commercial growth objectives across several core business verticals:
- Long-standing licensing partnerships with Upper Deck, EA Sports and Fanatics are experiencing record business growth during the 2025-26 season and are poised to innovatively expand in new directions in the coming season.
- As part of its expanding licensing portfolio, the NHLPA Player Collective recently signed a slate of new apparel licensees led by Peace Collective and Bioworld, while generating strong interest from prospective partners through increased presence at key industry events and trade shows.
- Increased focus on sponsor relationships in the U.S., including national campaign opportunities as well as local or regional partnerships in all 32 NHL club markets.
- Naming of Brandgenuity as the exclusive representative of the NHLPA Player Collective’s group licensing program throughout Europe. With approximately one-third of the NHLPA’s members coming from Europe, the region presents a major opportunity for merchandise, licensing, and in-market activations.
- Development of innovative brand collaborations designed to introduce new audiences to hockey and expand the sport’s cultural reach beyond traditional fan communities. This initiative’s initial collaboration is with Archie Comics, scheduled to launch later in 2026.
- Exploration of investments and partnerships in emerging and adjacent businesses designed to create new business, media, and cultural opportunities for NHL players.
Player Awareness
A core driver of the NHLPA Player Collective’s business strategy is expanding player profiles to a broader base of fans and within the pop culture zeitgeist. An in-house digital marketing team has been integrated into the business to lead strategic player marketing efforts, including the development of player-focused social media resources, expanded influencer collaborations, and content initiatives designed to help interested players grow audiences and deepen engagement across platforms.
The NHLPA Player Collective also intends to build deeper direct-to-consumer relationships between players and fans, creating new opportunities around unique merchandise, fan experiences, and personalized activations.
Infrastructure Investment
The NHLPA Player Collective has made several strategic investments to support its launch and long-term business objectives, including:
- Expansion of its owned IP library for use by partners, beginning with the “Player Spotlight,” a collection of original player illustrations that will expand each season.
- Support for increased business operations and partnership development with staff availability to meet with partners and prospects in the New York City area.
- The Player Collective has also invested in key personnel additions, including Cristin Hayes as Head of Licensing and Marketing and Hig Roberts as Business Development Manager. Hayes joins a strong Player Collective management team led by NHLPA Chief Commercial Officer Steve Scebelo alongside Kyle Okposo, Head of Player Marketing; Jasmine Lew, Head of Business Development & Business Affairs; and Devin Smith, Head of Sponsorships, North America.
