The NHL might be feeling the pressure from fans eager to see an end to the players lockout, but experts say the pressure behind the scenes they're already getting from corporate sponsors is more likely to break the logjam.

Brian Cooper, president of S&E Sponsorship Group, told the CBC's Lang & O'Leary Exchange recently that the NHL's corporate sponsors are feeling the lack of games on their bottom lines, and letting the league know about it.

When it revealed its quarterly results recently, brewer Molson-Coors blamed disappointing beer sales in part on the lockout, and threatened to seek "financial compensation" from the league.

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