led the launch of On Location’s first-ever Bud Light Super Bowl Music Fest, a three-night concert series featuring some of the biggest names in music including Bruno Mars, Cardi B, Post Malone, Aerosmith, Migos and more and brought in over 41,000 guests to State Farm Arena in Atlanta, Georgia over the three nights. The first major event under Collins’ leadership at OLE was Super Bowl LI, held in Houston on Feb. 5, 2017. The wide array of hospitality events — which included concerts, pregame and postgame parties, and other high-end opportunities for fans to experience the NFL's biggest event of the year — was positively received by critics. National Hockey League As the NHL's chief operating officer beginning in August 2008, Collins was the architect of a brand and business strategy that helped transform the NHL and drove unprecedented levels of popularity and financial growth over the past decade. His strategic vision for the NHL brand focused on three pillars: build national scale for a sport, business and fan base that has been historically more tribal than other leagues; foster innovation and deploy the latest technology to create the best content for fans across new and multiple platforms; and expand the League's reach in North America and new international markets through innovative and strategic partnerships. Collins was responsible for strategic leadership for all of the League's global business, media, marketing, sales, broadcast and digital media operations while working closely with the 30 clubs to support their ticketing, media and business operations. Joining the NHL in 2006, Collins became Senior Executive Vice President, Business and Media in May 2007. During Collins' tenure, the League grew from a $2B to a $4B industry, with national businesses averaging 18% annual revenue growth and 28% annual operating profit growth. At the forefront of the League's growth, Collins' accomplishments include the negotiation of a $2.2B media rights deal in 2011 with NBC, a $5.2B landmark rights agreement in 2013 with Rogers - the largest media deal in League and Canadian history - and a groundbreaking $1B digital media rights partnership in 2015 with Major League Baseball Advanced Media. Chicago Blackhawks owner and chairman Rocky Wirtz said, "We’re going to add another billion dollars in gross revenue in the very near future. The CBA is long-term [10 years, with opt-outs for the league and players after eight], and now the focus is on growth. I’m extremely