Move over Jim Balsillie -- you've now got competition to bring another NHL team to southern Ontario. In fact, right in Toronto.

A Toronto public relations entrepreneur and his investor group unveiled an ambitious plan Friday to seek a second NHL team for the city.

The pitch by Andrew Lopez, 37, came complete with a proposed jersey, team name, business plan and a reported $1 billion in financing.

How does the "Toronto Legacy" grab you? That's what they're proposing to name the team.

They hope to have this NHL expansion team for Toronto in time for the 2012-13 season.

The group unveiled plans to build a new arena in north Toronto -- Downsview Park, a former military base -- to house the team.

Under the plan, the new arena would have multiple rinks and more seating than the Air Canada Centre, home to the Toronto Maple Leafs.

"We intend to have a 30,000 seat arena, by far the biggest in the NHL. We think the biggest market in the NHL can support that kind of size," Lopez said.

He vowed that half those seats --15,000 -- would come with a game price of $50 "so the regular working man can take his kid to a hockey game and not have to cost them a month's paycheque."

Lopez was joined by backers, Paul Pellegrini, a former Liberal strategist; and Herb Carnegie, a former minor league player and Order of Canada recipient.

Both have ties to major investment companies with very deep pockets, including Power Corp., Onex Corp., and Investors Group.

Lopez said he plans on donating a "significant" portion of the team profits to several charities.

"We intend to make it happen with private financing," Lopez promised.

The NHL says it was unaware of Lopez's group, and has no plans to expand the league.

The league is currently embroiled in a legal battle with Canadian billionaire Jim Balsillie over his plan to buy the failing Phoenix Coyotes and move them to Hamilton, a short drive from Toronto.

Next week a U.S. bankruptcy judge will rule on the Balsillie bid. The league is fighting the move tooth and nail.

In an interview with ESPN radio Friday, Balsillie said Ontario could support six teams.

"Of course it will be fertile," he said. "There (are) twice as many fans in the southern Ontario area, as surveyed, as there are in the whole New York area. And there are three teams there, and there is one here. You know, if New York could support three, you could argue southern Ontario could support six."

Unlike Balsillie, who is willing to fight the NHL to join the exclusive ownership club, Lopez said if the league says no, he's done.

"If the National Hockey League comes up to us and says 'You know what, we're going to look at this in five years, 10 years,' . . . . that's fine. There is no timeline on this.

"If the NHL says no, then this dream will stop."