This is a move that was obvious for future. Even not public info this was only logical direction if NHLGamer wants to push NHL as an eSport. There hasn't been an esport game that hasn't started with 3rd party money leagues (excluding Overwatch, because Blizzard). This will be just 1 step in a long journey forward.
In my mind I can see NHLGamer offering both money leagues and free-to-play leagues, but as for the crown jewel, Elite, there is no other way than start bringing money as part of it, if we want keep pushing the skill and professionalism on NHL.
Only time will show how successful all of this will become and if sponsors will start rolling in bigger numbers.
And remember, all of this will support the site financially to grow and evolve. Interested to see where all of this will put us.