Imagine a database of advertisers for a given professional club where these partners can contact each other, form alliances and even create joint advertising campaign to launch new products or contests...

The Florida Panthers hockey club, based on an idea that was first put in place by NASCAR (nascarpartners.com), will create a site (Bizteamup.com) that will link every partners to a database, reported the Sports Business Journal this morning.

Bizteamup.com, which the Panthers will launch on Wednesday, offers team partners a protected, digital networking environment where they can connect with one another, share ideas and launch new business endeavors together. Yormark believes the site could be the business-to-business equivalent of what Facebook is for college students and MySpace is for teens.

"We have leveraged our resources to create a B2B tool which is so revolutionary that nothing like it exists within the sports or B2B universe," Yormark said.

Michael Yormak is President and COO of the Florida franchise and his twin brother, Brett is CEO of the New Jersey Nets. They were both featured in this two-page spread of Newsweek this past December. To get an idea of the type of executive the 41-year-old New Jersey natives are and strive to be, read this quote:

To them, teams are merely the magnetic "show" for drawing an audience of consumers. Heck, the attraction could just as well be Disney sensation Miley Cyrus, as it was recently at BankAtlantic Center, which is owned by Florida's Broward County, but managed by Michael Yormark and his executive team. Where fans see a stadium, Brett and Michael see acres of monetizable space—or, as they say on Madison Avenue, "inventory." Victory for them isn't necessarily the final score. The Yormarks' game is to help their "marketing partners," as the sponsors are known, win over new and repeat customers—the fans who are watching live (and on TV), engulfed in a blaze of logos, brand names and ads displayed on monitors, scoreboards and announcer tables.

Much like social networking sites like MySpace or Facebook, this B2B initiative will permit advertisers/partners to make a profile and make their ideas known throughout the site, so that new and better iniatives can be created.

Yormak hopes to extend this endeavor to other clubs and leagues, so that local advertisers can develop projects with national companies or any other collaborator interested in their products or services.

"Can you imagine what a powerful networking site it would be if you had this connecting all B2B organizations across professional leagues and teams?" asked Ziff, the Panthers' senior director of brand activation. "Partnerships would become national, not just local. The boundaries are exponential."

The site isn't designed to generate revenue, only to add sponsor benefit. However, Ziff and the Panthers see it opening future revenue streams if the club sells the technology behind it to other teams or allows nonsponsors to buy subscriptions to the site.

With the Panthers doing very well at the turnstiles and attracting more season-ticket holders every year, this revolutionnary idea could potentially be a windfall for the NHL and its advertisers, still trying to break through on the national stage and be treated as a major sport with its legion of fanatical supporters.