Five years ago, Anya Battaglino and the rest of the NWHL players got devastating news. In just its second season, the National Women’s Hockey League was going to drastically cut player salaries. Some players immediately left the league. Others played out the season and never returned.
What did Anya do?
She took over the NWHL Players Association. Since taking over as the Players Association executive director, Anya Packer (she married Riveters forward Madison Packer in 2019) steadily increased salaries year-over-year and negotiated a 50-50 revenue split for her players.
That agreement will still be in place, even as the league announced a 100% increase in the team salary cap ahead of Season 7. The new $300,000 salary cap per team is the highest in league history. Despite her success with the NWHLPA, Packer believed it was the right moment to move on.
“I was proud to walk away from the PA knowing that a salary cap increase was coming ... that is about the ceiling for what that group can do without somebody ready to come in unionize and make a CBA.”
From the sounds of it, a collective bargaining agreement is coming to the NWHL, eventually. Packer is hopeful someone with more legal expertise will step into the executive role to usher in a more formal union structure for the athletes.
“We've just watched the NWSLPA go through a very similar shift away from an athlete leader and more towards the traditional leader we see across players associations. And I'll still work with them in the time being to support.”
Although Packer will not be there to usher in that new landmark, she is eager to manage an increased salary budget as a first-time general manager. Packer took over as GM of the Riveters earlier this month. Yes, the team her wife has played for since the inaugural season.
The 2021 Forbes 30 under 30 honoree is happy to leave player personnel to her head coach Ivo Mocek and Riveters captain Madison Packer. Anya will focus her time on building a solid brand for a team with arguably one of the most recognizable and marketable logos in all of hockey.
“I love playing the game, but I was always a third-fourth line grinder. If I'm the smartest person on the coaching staff, we've got an issue. That's not me. I'm excited about all of the other pieces that come with being a general manager. Meaningful partnerships, understanding how to grow and scale, changing the way our fans engage with our brand,” said Packer.
Part of building brand awareness is getting the Riveters players out in the community. Anya Packer wants to have the Riveters be appointment viewing through new branding and merchandise to community events and even neutral site games.
“We want to put it out there into the universe that people come to a Riveters game. They don't stumble upon a Riveters game. They don't live in the area, so they go to a Riveters game. They travel for a Riveters game.”
Packer’s first task will be to build a team that is equally effective on the ice as they are in the community. NWHL free agency opens May 14, and the 2021 College Draft will take place June 29 on Twitch.
The Riveters traded their first-round pick in exchange for Kelly Babstock. Packer will make her first selection as general manager with the fifth pick in the second round.
