St. John's IceCaps president and CEO Danny Williams

St. John's IceCaps President and CEO Danny Willams announced the creation of a new IceCaps division on Thursday. (CBC)

Danny Williams, St. John's IceCaps CEO and former premier of Newfoundland and Labrador has announced the creation of IceCaps Entertainment, a division that will pursue other sporting and entertainment events.

The debut event will be an NHL exhibition game Sept. 22 at Mile One Centre between the Ottawa Senators and the New York Islanders.

The launch of the new division is not the only item on Williams's agenda.

The IceCaps also announced that current three-year season ticket holders can now renew their seats for another three-year term. Tickets must be renewed by April 3. 

"This commitment from our fans and corporate sponsors will have a major impact on our ability to secure another NHL partner," Williams said.

"Moving aggressively"

Williams said the IceCaps are "moving aggressively" to find a new NHL partner. The Winnipeg Jets announced on Jan. 21 they will end their partnership with the IceCaps after the 2014-2015 season.

Williams said they're working hard to find a replacement franchise.

"It's very, very important to us that we send a strong message to the rest of the AHL  and to the NHL — that this city believes in hockey, it believes in this franchise, it wants the AHL here. And by doing that, they're showing an expression of support that they're prepared to commit in advance for three years," Williams said.