In the same way it expanded hockey to the nontraditional Sun Belt markets in the ‘90s, the NHL is now trying to reel in a nontraditional sports-watching demographic: nerds.
The NHL is doing so through a marketing campaign for this year’s All-Star Game in Raleigh, N.C. on Jan. 30.
This campaign is called “The Guardian Project,” a collaboration between legendary comic book creator Stan Lee and the NHL. Lee and his team have been tasked with creating a superhero representing each NHL city and its team. These new heroes are going to fight a great evil in a video to be shown at the All-Star Game.
The NHL has been revealing a character each day since Jan. 1.
While Lee is the mastermind behind such heroes as Spiderman and the X-Men, these new caped crusaders have missed the mark. The Nashville Predator is described as a “Titanium Music City Super Cat.” The San Jose Shark was released as a “Technological Genius.” The Edmonton Oiler is an “Environmental Empath” with the power to feel that nature is in danger while armed with giant oil cannons.
Hey, Stan. See: BP oil spill.
Let me tell you, I can’t wait for pocket protector night at the local rink.
Reach the reporter at zachcavanagh@gmail.com
