Danny Williams Feb. 2014

St. John's IceCaps CEO Danny Williams said his organization has been working on finding a new AHL team for the city for months. (CBC)

The CEO of the St. John's IceCaps said Wednesday night's AHL All Star game at Mile One Centre is a prime opportunity to market St. John's in its quest for a new league franchise.

Danny Williams said with the NHL and European professional leagues on a break for the Sochi 2014 games, the potential television audience is immense.

"And the number that's been put out by the AHL is that there's a possibility of 100-million viewers, you know, watching this event [tonight] in little old St. John's, Newfoundland. That's great stuff. You couldn't possibly buy that kind of advertising," said Williams.

Williams says his organization has been working on finding a new AHL team for the city for months. The Winnipeg Jets announced in January that they may relocate their farm team to Thunder Bay after next year's season.

Williams said he's willing to buy a franchise, but would still have to find a NHL affiliate to survive.

Wednesday night's hockey game is between the AHL All Stars and Swedish elite league team F√§rjestad BK.