NHLPA Renames Commercial Arm to Push Players Worldwide

The NHLPA is giving its business operation a new identity, and that usually means the union thinks bigger than just a logo change. The rebrand to the NHLPA Player Collective signals a sharper push to grow players’ commercial reach beyond the usual North American comfort zone. That matters because the league’s stars have never looked more marketable, and the union is clearly trying to capture more of that value.