[5] According to a recent press release, “On Location is a partner to over 150 rights holders including the NFL, NCAA, the PGA of America and the United States Tennis Association.”[6] Through its music divisions, CID Entertainment and Future Beat, On Location “also partners with numerous artists and music festivals, including Imagine Dragons, Metallica, Luke Bryan’s Crash My Playa and Electric Daisy Carnival.”[7] Since 2015, Collins has overseen the company's expansion from a $35M, four-person, single event entity (formerly NFL On Location) to one now with over $600M in annual revenues across 150 rights holder partnerships and 500 employees across 8 offices.
[8] Collins has led OLE's rapid growth through acquisitions and deep strategic partnership ventures that have positioned On Location Experiences as a leading experiential hospitality business serving fans in sports, music and entertainment.
As part of the company's growth strategy and to differentiate OLE in the marketplace, Collins led the acquisitions of Anthony Travel, Kreate Inc., a leading full-service live creative concept, production and entertainment firm.
[9] Most notably, in December 2017 On Location acquired PrimeSport, its strongest competitor and a leader in providing direct access to some of the biggest events in sports and entertainment.
[13] In 2019, Collins 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.
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.
"[15] During his tenure, Collins has led many new programming and technology initiatives, including the Winter Classic and Stadium Series outdoor games, which have played to sold-out football and baseball stadiums across the country, popular collaborations with HBO around all-access "24/7" series, the launch of the popular GameCenter LIVE streaming game subscription product and the introduction and launch of the NHL Network to 50 million U.S. homes.
In conjunction with the NHL Players Association, Collins led the development of and negotiations for the "World Cup of Hockey" to be played in Toronto in September 2016 with participation from 15 international federations.
In February 2011, Collins negotiated a sponsorship deal for Coors to become the official beer of the NHL -- MillerCoors in the United States and MolsonCoors in Canada.
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.
"[19] In November 2013, Collins led the NHL negotiations to partner with Rogers Communications for exclusive rights to broadcast all national hockey telecasts in Canada.