Brandgenuity Lands NHLPA Licensing Role With Bigger Stakes

The NHLPA is handing a major licensing assignment to Brandgenuity, and that kind of move always has more behind it than a simple press release. Exclusive representation means the business side just got tighter, and the union is clearly looking to sharpen how its brand gets managed. In this league, the money trail matters almost as much as the score sheet, and this one points to a serious commercial push.