Leagues and Governing Bodies

New PHFPA Exec Dir Alex Sinatra bringing unique background to role

Alex Sinatra, the new Premier Hockey Federation Players' Association Exec Dir, said that while she is "not of the hockey world," she is coming into her role "with a background that these players don't have," according to Kristen Shilton of Sinatra added, "They're the professionals on the ice, and I'm the professional when it comes to building businesses, marketing and the law." Sinatra has been "in-house counsel for multinational companies and a family that owns several sports teams, has written for USA Today's NFL Wire, worked for a professional indoor soccer team and created her own consulting firm that helps women and minorities in sports industries grow their business." That last endeavor "introduced Sinatra" to PHF Boston Pride D Mallory Souliotis. Souliotis first approached Sinatra about leading the union late in '21, and thought Sinatra "would be a great fit" to succeed Anya Packer as Exec Dir. Sinatra was "immediately intrigued." Her focus will be on "prioritizing what the PHF players want," and "helping them achieve those goals." There is "always the possibility that the PHF will unionize its members and generate more bargaining power that way too." Sinatra has "discussed that already with the players," but "cautioned there is 'a very specific time that you should unionize' and it's not something to be done in haste" (, 1/3).

SBJ Spotlight: TikTok’s threat to traditional sports media

While tech companies are consumed with finding ways to compete with TikTok, almost no one in conventional media “spends any time talking about it,” said Recode senior correspondent Peter Kafka in an Spotlight interview with SBJ’s John Ourand. “To me, that’s just an obvious disconnect.” Kafka authored a recent column headlined, “It’s TikTok’s world. Can TV live in it?” He said the main response to TikTok’s growth from traditional media execs has been to “punt and hope it’s someone else’s problem a quarter from now or two years from now.” But Kafka said that ignores the trend of conventional broadcast audiences growing older while a billion younger consumers spend most of their media time watching short video after short video. “If you’re in the business of getting anyone under the age of 30 to look at what you’re putting on a screen, you have to think about the fact that you’re probably asking them to put down TikTok and watch your thing instead,” said Kafka. “That’s a very difficult ask. … [TikTok] is insanely addictive.”

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