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Leagues and Governing Bodies

Collins leaves NHL big deals, big events, big shoes to fill

The departure of NHL Chief Operating Officer John Collins leaves a massive gap at the league, one that in the near term will be filled by some of those whom he helped recruit.

Collins, who joined the league in 2006 and was promoted to COO in 2008, has been a driving force of the league’s business growth and strategy, building upon a vision provided by Commissioner Gary Bettman.

Under his mandate of thinking — and acting — big, the league grew from nearly a $2 billion business to one that now eclipses $4 billion, with close to 20 percent annual growth of national league revenue.

Collins with Gary Bettman (center) and Bill Daly at the 2014 Tim Hortons Heritage Classic
Photo by: GETTY IMAGES
Much of that has been fueled by innovations that Collins helped bring to the league.

Alongside NBC, he helped orchestrate the creation of the Winter Classic and the league’s subsequent push into outdoor games as well as the “24/7” television series with producer Ross Greenburg. His acumen in understanding sponsorship and marketing also has been key for the league, perhaps no more apparent than in the 2011 deal between the NHL and Molson Coors, valued at nearly $400 million over seven years and nearly doubling the league’s previous deal in that category. Collins also played a key role in both the NHL’s media rights deals — the 10-year, $2 billion deal with NBC in 2011, and the 12-year, $5.2 billion (Canadian) deal with Rogers in 2013 — as well as its continued emphasis on digital platforms.

During the last 12 months, Collins has been particularly front and center. He was a key driver of the NHL’s new partnership with MLB Advanced Media, as well as its renewed international push and the relaunch of the World Cup of Hockey. He also played a central role in the league’s new deal with Adidas, as well as the reworking of its consumer product model and subsequent deals with Fanatics and Outerstuff.

“What impressed me from day one was John’s enormous energy and creativity, which never wavered during his time with the league,” Bettman said. “I greatly appreciate all of his contributions and efforts over his nine years here and certainly wish him well.”

In recent years, Collins had been oft-rumored for a number of high-profile sports business positions, such as the Maple Leaf Sports & Entertainment CEO position recently vacated by Tim Leiweke. Bettman noted that “it was always a question of the right time and the right opportunity” for when Collins would leave the league, and that the two had discussed this new opportunity fairly recently.

With his departure, it is unclear what timetable the NHL will use to fill the COO position, either internally or through an external hire — as Collins was when he first joined the league — or even if the league will continue to have the position.

Bettman said that in the near term, Collins’ direct reports will now report to him, and that “we’ll take it from there.”
Deputy Commissioner Bill Daly and Chief Marketing Officer Brian Jennings will likely pick up a bulk of Collins’ former responsibilities temporarily, but that it also will fall upon some of the NHL executives recruited by Collins. Keith Wachtel, executive vice president of global partnerships; David Proper, executive vice president of business affairs; and Don Renzulli, executive vice president of events, all of whom worked with Collins during his football days, will be asked to cover more ground in their respective areas. Stephen McArdle, executive vice president of digital media and strategic planning, whom Bettman recruited from a consulting firm in 2009 and has since worked closely with Collins, also will be delegated more responsibility.

The NHL also will take this time to re-evaluate its organizational structure to ensure that this is the best path for it, according to a source.

While losing Collins will have a major impact within NHL headquarters, it also will reverberate with owners around the league. A “giant” in the eyes of one owner who declined to be named, Collins had gained the complete faith of the league’s board of governors for his ideas, vision and execution, as well as the financial results.

However, Bettman said he does not expect a drop-off.

“I certainly would never say anything to minimize John’s contributions because they were extraordinary,” Bettman said, “but the fact is we have great bench strength, we have great business partners, we have a strong foundation, the league has never been in better shape, and we will continue that momentum, I have no doubt about it.”

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