The NHL has added Sean Eggert as its new SEVP & CMO and Julie Yufe as EVP & Managing Director of International, marking a major reorganization of its business staff. The changes, announced to league staff Wednesday and clubs Friday, cut the number of direct reports to Commissioner Gary Bettman and Deputy Commissioner Bill Daly from 14 to eight. Functions like revenue generation now fall under President of NHL Business Keith Wachtel, while operational duties report to COO Steve McArdle. The restructuring doesn’t affect hockey operations and avoids layoffs. The league’s current staff numbers hover near 750.
Bettman’s memo to staff emphasized the need to “capitalize on the momentum” and adapt to a “rapidly evolving” sports and tech landscape. The memo noted the changes aim to “maximize opportunities” for clubs, the business, and the game. Direct reports to Bettman and Daly now include roles focused on media, content, and international strategy. Wachtel’s team includes leadership over revenue streams, while McArdle oversees day-to-day operations. Both report to the same leader, a move designed to streamline oversight.
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The NHL is also exploring a new business unit led by Steve Mayer, President of Content & Events. This venture would offer content and event production services to third parties, such as other sports leagues or entertainment companies. Mayer’s work on high-profile events like the Winter Classic has boosted the NHL’s production quality. Expanding this expertise could open a new revenue source for the league.
Eggert, joining from Under Armour, brings seven years of global sports marketing experience. His work at Red Bull and Gatorade includes managing owned properties and youth initiatives. Heidi Browning, the former CMO, now leads digital operations, overseeing websites, apps, and fan engagement. Yufe, with prior roles at Diageo and Anheuser-Busch, will focus on international growth in markets like Sweden, Finland, and the U.K. The NHL opened its first European office in Zurich in 2024.
David Proper, previously handling international growth, will now focus on media rights and local broadcasting. His role includes navigating changes in the regional sports network landscape. Bettman’s memo suggested the league may take a more active role in supporting local telecasts, a move similar to MLB’s efforts. Brian Jennings, a 34-year league veteran, now heads the newly formed Club Services and Strategy group, which combines business affairs, ticketing, and analytics under one umbrella.
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The reorganization comes as Bettman, the longest-serving commissioner in North American sports, approaches his 74th birthday. While no retirement timeline has been announced, the changes have sparked speculation about succession plans. Analysts note the shifts reflect a broader push to modernize operations and expand global influence. The NHL’s focus on digital, content, and international markets aligns with industry trends, though some question whether the new structure will fully address challenges like declining TV viewership.
Yufe’s appointment highlights the league’s push into Europe, where interest in hockey is growing. Her background in global marketing may help the NHL expand beyond traditional hockey nations. Meanwhile, Mayer’s new business unit could diversify revenue streams, though success will depend on securing partnerships. Proper’s shift to media rights underscores the league’s need to adapt to a fragmented broadcasting environment, where local networks are losing influence.
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Jennings’ Club Services group is designed to provide strategic support rather than direct operational help, distinguishing it from the NBA’s TMBO unit. This approach may leave some teams reliant on the league for guidance, particularly in markets with limited resources. The reorganization’s long-term impact remains unclear, but it signals a clear intent to centralize decision-making and invest in new growth areas.
Bettman’s memo also hinted at expanded league involvement in local game production, a move that could ease the burden on smaller-market teams. Similar efforts by MLB have helped sustain local broadcasts, and the NHL may follow a similar path. With Bettman’s tenure nearing its end, the reorganization could be a stepping stone for a successor, though the league has not yet named a potential replacement. For now, the focus remains on adapting to a changing sports landscape and ensuring the NHL’s global ambitions stay on track.