• NYSportsJournalism.com, Thursday, February 10, 2011 10 AM

The NHL has the Bridgestone Winter Classic and the All-Star Game under its belt. Now comes its third big event, the Tim Horton's NHL Heritage Classic in Calgary.

The game might also be the toughest effort in terms of promotional challenges: the Classic happens at the same time as the NBA All-Star Game, The Daytona 500, college hoops and MLB spring training coverage. The league is confident, though. "We've got more sponsorship dollars against this game than we had [at the 2011 Winter Classic] in Pittsburgh, which was by far the biggest event business that we've had to date." said NHL COO John Collins.

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