TORONTO (Aug. 27, 2024) – National Hockey League Players’ Association Executive Director Marty Walsh today announced several staffing changes – in Business Affairs, International Strategy and NHLPA UNLMT – as the NHLPA continues to increase its business initiatives and player offerings. 

“These changes refocus the responsibilities of our senior business leaders in licensing, sponsorship and international hockey, with an increased emphasis on the continued growth of our business,” said Marty Walsh, NHLPA Executive Director. “We look forward to enhancing our relationships with our current partners, while also expanding our efforts in North America and internationally through new partnerships and alliances. We see great opportunities to work with the players to continue to help grow the game and our business.”

Business Affairs:

Bill Gentner is now consulting on the NHLPA’s business operations. Gentner is leading the business department with a mandate to accelerate revenue growth. Pairing his years of experience with the NHLPA’s expanded business staff has the organization poised to grow revenue with partners and build new partnerships and alliances.

Jasmine Lew has been promoted to Senior Director, Strategic Business Development & Senior Counsel. In addition to her current responsibilities, Lew will drive the strategic planning process, identify and evaluate new business opportunities, and lead key initiatives to support the NHLPA’s growth and long-term objectives.

Devin Smith has been promoted to Senior Director, Sponsorship & Player Marketing. In this role, Smith will be responsible for generating NHLPA sponsorship revenue, growing partnerships, expanding and overseeing player marketing opportunities, and establishing best-in-class marketing initiatives.

Martin McQuaig has been promoted to Director, Licensing. He assumes this role after managing various aspects of the licensed consumer products business across all categories. McQuaig will lead decision making on new licensing opportunities, while expanding the NHLPA’s focus on large-scale strategic endeavours with its legacy partners.

Eric Epstein has been promoted to Director, Sponsorship & Player Marketing. Epstein will concentrate on increasing exposure for NHL players across brand partnerships and content programs, enhancing partnerships through active player engagement, and generating revenue for the organization and its members.

Mitch McDonald has been promoted to Senior Manager, Licensing and Approvals. McDonald will apply his experience to onboarding new licensees and communicating best practices for implementing players’ NIL across consumer products, while continuing to manage the product approval process. He will also provide direction for licensee-sponsored events.

International Strategy and NHLPA UNLMT:

Rob Zepp has been promoted to Senior Director, International Strategy and Growth. Zepp will be responsible for leading the NHLPA’s international strategy, including identifying and driving opportunities in key international markets, all to enhance the organization’s growth objectives. He will also continue to lead the NHLPA UNLMT team – the NHLPA’s athlete development initiative that was launched in June 2023.

Rahman Anjorin has joined the NHLPA as Senior Manager, Strategic Initiatives. Anjorin will be responsible for overseeing NHLPA UNLMT activities, including the development and implementation of resources, services and opportunities that enhance the experience of NHLPA members.

The organizational changes are effective immediately.