NHL Outdoor Game Sponsor to be Pepsi's AMP Energy Drink

The citizens of Buffalo will probably need more than energy drink during the scheduled New Year's Day outdoor National Hockey League game at Ralph Wilson Stadium.

Pepsi's AMP energy drink will title sponsor the outdoor affair on Jan. 1, the league said.

"We're making history with a game that is sure to generate great interest and excitement," said Ralph Santana, VP of sports, media and interactive marketing, Pepsi-Cola North America. "The incredible energy, power and speed of hockey will be on display, making this event a perfect fit for AMP Energy."

The AMP NHL Winter Classic will feature the Buffalo Sabres and Pittsburgh Penguins and be televised by NBC.

"Many of our players have great memories of playing outdoors when they were growing up," NHL Commissioner Gary Bettman said today. "This game provides a wonderful opportunity to showcase our great players, honor hockey's heritage and ring in the New Year with the best fans in sports."

Attendance at the contest could surpass the NHL single-game record, set Nov. 22, 2003 when the Montreal Canadiens and Edmonton Oilers drew 57,167 fans to The Heritage Classic at Commonwealth Stadium in Edmonton. Ralph Wilson Stadium capacity exceeds 73,000.

Pepsi, already an NHL league sponsor, paid for the title sponsorship in a purchase estimated to be in the low seven figures, according to SBJ. Other NHL sponsors supporting the game include Verizon Wireless, Reebok, Dodge, and Anheuser-Busch.

What about a hot chocolate sponsor? The average January temperature in Buffalo is slightly more than 20 degrees Fahrenheit. Then again, Buffalo Bills fans have been survived such weather for decades.