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 ESPN.com. 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" (ESPN.com, 1/3).