though, of course, if you want to be grammatically correct you will use an apostrophe. (And to be on the safe side, I would too)

HOWEVER, there are quite a few (though not as many of course) examples of non-hyphenated names like this. And there are bound to be an increasing number of examples in the coming years. Language is constantly evolving after all.

Many brand names haven't been using apostrophes for years, and apparently even more businesses are dropping them now because they get more traffic to the websites without them. So, Robert has given an example of names like “Players Associations” where the possessive apostrophe is dispensed with. There are many more examples like that to be found and not just in the USA either.

Here's a UK legal firm example (perhaps they know no grammar or just don't care?)
https://www.cooleygo.com/documents/shareholders-agreement-uk...

some explanation here
https://www.quickanddirtytips.com/education/grammar/apostrop...
[...]
Attributive Nouns Versus Possessives with Apostrophes
With all this arguing over what a violation of English punctuation rules it is to omit a possessive apostrophe, a possibility that tends to be overlooked is that we might not even be dealing with a possessive at all. In the example of Bakers Toolkit, maybe Bakers is simply the non-possessive plural form of the common noun baker. In other words, maybe bakers is an attributive noun—that is, a noun used to modify another noun. It’s true that in most English compound nouns, the attributive noun is singular, which is why we have toothbrushes instead of teethbrushes, and fingerprints instead of fingersprints. Still, in episode 288, we talked about compound nouns that do have a plural attributive noun, such as systems analyst, rewards cards, and admissions department.

In fact, the Associated Press even prefers to spell phrases such as writers strike and farmers market without apostrophes, so Bakers Toolkit would fit right in with AP style. On the other hand, the Chicago Manual of Style still favors using them except in cases where there’s clearly no possessive meaning. There are two problems with that rule. First, how do you determine when there’s no possessive meaning? Second, as we discussed in episode 315, possessive forms do more than show possession. For example, the phrase my doctor doesn’t mean that I have legal possession of a doctor!..."

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Note added at 23 hrs (2021-05-24 11:12:53 GMT)
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Glad to help.

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Note added at 7 days (2021-05-30 22:02:00 GMT) Post-grading
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Yes indeed, I meant to mention the singular too. For some reason people seem to find the singular non-apostrophised variant form a bit easier to digest.
Though, of course, we also have the American Translators Association and it seems some teeth are set on edge by that too.
I think we'll be seeing a lot more non-apostrophised names from now on.