It's not just the Washington Capitals versus the Pittsburgh Penguins, but an all-out outdoor venture to win fans, marketers and TV ratings.

As part of its activation around the 2011 NHL All-Star Game, presenting sponsor Discover is hooking up 'Peggy' with Phil Pritchard, curator at the Hockey Hall of Fame. MORE

The league has signed restaurant chain Tim Hortons to be title sponsor of the 2011 outdoor Heritage Classic as part of a deal naming Hortons as the NHL's official QSR in Canada. MORE

One of Canada's biggest retailers signs a multi-year deal with the NHL that includes the Heritage Classic, Stanley Cup playoffs and Canadian Tire Hockey School. MORE

The league unveils details for its second outdoor game of the 2010-11 season but has not yet secured a title sponsor. MORE

PepsiCo's Gatorade becomes title sponsor of the NHL's Research, Development and Orientation Camp in August. MORE

Bring the chips and ice: The NHL is rolling back to Las Vegas for its second awards ceremony on The Strip. MORE

Bridgestone, NHL renew successful alliance for five years, including title sponsorship of annual outdoor Winter Classic. MORE

The Winter Games in Vancouver are providing Versus with a stage to promote the NHL Stanley Cup playoffs. MORE

NHL, sponsors set to score with Boston Winter Classic. MORE

Trading card company Upper Deck is playing a hot hand on the ice, expanding its presence during the Bridgestone NHL Winter Classic on Jan. 1, 2010. MORE

The NHL will play its 2010 Winter Classic in Boston at Fenway Park on New Year's Day. MORE

Majority owner of NHL team sells his share to Molson family, which now owns all of storied franchise. MORE

League gets good news about Stanley Cup ratings, but finds decision on Coyotes far from resolved. MORE

New deal between the NHL and Comcast makes NHL Network available in more homes. MORE

The league is awash with playoff Game 7s, perhaps topped by the Crosby-Ovechkin series, and will try to use them to boost fan and marketing awareness. MORE

The NHL's Phoenix Coyotes file for bankruptcy, but the league moves in and removes the franchises majority owner. MORE

The NHL will confirm during the Stanley Cup finals that it will go ahead with the third outdoor Winter Classic, to be played Jan. 1, 2010. MORE

The NHL has signed a three-year deal with the Las Vegas Convention and Visitors Authority to hold its annual awards event in the city. MORE

The Pittsburgh Penguins' 2009 campaign targets media-savvy fans. MORE

If the NHL moves ahead with a 2010 Winter Classic, Bridgestone is considering returning as title sponsor. MORE

Another NHL Winter Classic moves closer to reality for 2010. MORE