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The players’ association of the Premier Hockey Federation had high expectations for its next executive director.
Fortunately for attorney Alex Sinatra, whom the PHF has tapped to fill that vacant post, its requirements didn’t include any actual hockey-related skills.
“They assured me that not having played hockey and me not knowing how to skate is not going to hinder me from doing a fabulous job at this position,” Sinatra told ESPN last week ahead of her formal announcement as executive director. “I am not of the hockey world. I love hockey, I love watching hockey, but I’ve never played hockey. So, I’m coming into this with a background that these players don’t have. They’re the professionals on the ice, and I’m the professional when it comes to building businesses, marketing and the law.”
Sinatra might be new to the hockey sphere, but she’s hardly a sports neophyte.
Growing up, Sinatra was a competitive gymnast with Olympic aspirations before a major injury derailed her dream. The experience had her considering a career in pediatric orthopedic surgery, but ultimately it was business — not science — that had her heart.
Sinatra decided then she would attend law school to become the next superagent, a la Jerry Maguire. But Sinatra quickly found the agency side wasn’t for her, triggering an existential crisis of what to do with this degree she was in the process of earning.
The answer was pivoting to sports law. Armed with a bachelor’s of business administration in marketing from Texas A&M and a JD from Texas A&M University School of Law, Sinatra passed the bar on her first try and began building an impressive résumé.
To date, 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…
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Source : espn
