Times called it the biggest corporate sponsorship in N.H.L. history, noting, "For the N.H.L., the new beer sponsorship demonstrates its progress in recent years, especially in reaching young, affluent, technologically savvy fans who love their ice-cold suds." Canadian media rights In November 2013, Collins led the NHL negotiations to partner with Rogers Communications for exclusive rights to broadcast all national hockey telecasts in Canada. Estimated to more than double its Canadian television revenue, the 12-year deal is worth $5.2 billion. The largest media rights arrangement in NHL history – and the largest ever sports-media deal ever in Canada – it kicked off in the 2014-15 season and run through the 2025-26 season. NHL Winter Classic In 2007, Collins spearheaded the development of the NHL Winter Classic, played outdoors on New Year's Day, with NBC Sports executive Jon Miller, who told The Boston Globe that the key to making the game successful was "Collins’s vision, energy, and passion." The Classic's success earned Collins Marketer of the Year by Advertising Age Magazine. Sports Illustrated columnist Dan Shaughnessy said of the new Winter Classic, "now hockey owns New Year's Day the way baseball owns the Fourth of July and football owns Thanksgiving." Sports Business Journal named the NHL Winter Classic the 2008 "Event of the Year." Revenues for the 2010 Classic, played between the Boston Bruins and the Philadelphia Flyers, were expected to generate $8 million in ticket sales at Fenway Park and $3 million in ad sales for NBC. References 1961 births Living people Cleveland Browns executives National Football League team presidents National Hockey League executives LIU Post alumni American chief operating officers