From WoWWiki

A number of trade princes rule over the various goblin holdings around the world. Though the trade princes all live in the goblin island city of Undermine far from Kalimdor, they each control their own private armies and trade fleets. In turn, each controls cast rings of trade, mining deforestation, slave rings, and poaching. The trade princes are the most cunning of their race and will stop at nothing to amass their fortunes and power, whether through legitimate means or via black markets and treachery. Goblins encountered on Kalimdor are either privateers or agents of the various trade princes of Undermine.

Officially, five trade princes exist, though one or two may be lurking about in the shadows. The goblins don’t elect their trade princes, nor are the positions hereditary; the trade princes killed, blackmailed and schemed their way to the top. Together, these five goblins make the mercantile machine run, organizing the extensive and complex Trade Fleets.^{LoM 74}

All of them together run the Trade Coalition.

One Trade Prince thought the Horde was destined to win the war, and aligned with them. When the Horde lost, he left and went back to Kezan in dismay. From that point on, the Goblins decided to remain completely neutral, if only to better exploit both sides.[1]

Known Trade Princes

• Trade Prince Steamwheedle (May not run the cartel)

• Nazz Steamboil (Disowned son of one)