I'm not an attorney, but I have some experience with franchising.
I owned several franchises and my agreements conveyed the right to operate a business using the franchisor's name and materials in a defined territory. If I wanted to move or add another franchise in another area, I was required to either find a franchisee who wanted to sell their territorial rights (and possibly their business as well), and get approval from the franchisor for the purchase or purchase the franchise for that territory from the franchisor. If they would have rejected my application, I would have been well within my rights to buy a franchisee's business, but I would not have been able to use the franchisor's name, materials, etc.
I don't know if this applies to NHL franchises, having never read the master agreement, but if the NHL operates like most franchisors that I've encountered, the agreement only covers the current territory.
If so, a buyer could buy the Coyotes business, apply for the franchise and then operate in Phoenix. That buyer could offer to purchase an additional territory and the franchisor would have the right to sell or not to sell that territory as they see fit.
I hope any of the attorneys that post here could tell me if this is close to the truth.