NHL Reaches Deals with foursquare, Stan Lee

What do location-based mobile app foursquare and comic-book legend Stan Lee have in common? Why, the National Hockey League, of course, as the NHL announced a full-time, dedicated presence on foursquare and the formation of Guardian Media Entertainment with Lee’s SLG Entertainment.

Fans attending the NHL Face-Off event at Dundas Square in downtown Toronto Thursday night can check in and receive insider information and secret locations where NHL representatives will give away prizes including free subscriptions to NHL GameCenter LIVE. Swarm badges will be issued after 50 check-ins and SuperSwarm badges after 250. NHL Face-Off will also feature performances by Hedley, Down with Webster, and Hey Rosetta!.

And fans who check in at games throughout the league’s season will receive tips and facts about memorable moments in NHL history, as well as unique content, discounts, incentives, and rewards.

As for Lee, Guardian Media Entertainment will create 30 Guardians, or superheroes, one for each NHL team, boasting special powers representative of each team and city. They will be unveiled in a special presentation during the 2011 NHL All-Star Game Jan. 30 in Raleigh, N.C.

NHL senior vice president of digital media Perry Cooper said of the foursquare partnership, “Whether watching at home with a few friends, or attending a game with a few thousand, sporting events, by their nature, are social. Social media platforms like foursquare are bringing down the geographic walls around the social elements of the fan experience.”

And the league’s executive VP of marketing, Brian Jennings, said of the partnership with Lee and his company, “To be in business with Stan Lee and to be able to bring his latest superheroes to our fans is incredibly exciting to all of us at the NHL. We are in constant pursuit of new ways to engage our fans and to introduce new fans to hockey, and the business of GME does exactly that.”