The National Hockey League has hired the William Morris Agency as part of its efforts to rehab its image after losing last season to a protracted labor dispute. The Hollywood agency will look for ways
to raise the profile of the league and its players through the development of, and integration in, film, television, video and new media outlets. WMA also works with the NFL. WMA executives
representing the NHL include Jim Wiatt (agency CEO), Paul Furia and Lon Rosen. The NHL also works with Rogers & Cowan in Los Angeles and Rubenstein Associates in New York. --
David Goetzl
