The National Hockey League’s All-Star Weekend has come and gone, generally creating a positive buzz for professional hockey in North America.
The All-Star Fantasy Draft, where captains Eric Staal and Nicklas Lidstrom selected their superstar teams schoolyard style, was a huge success, averaging 600,000 viewers in the United States.
Unfortunately, the lingering product from the gala event in Raleigh N.C. is the Guardian Project, the NHL’s misguided attempt at drawing in today’s youth.
The Guardian Project is a marketing campaign where legendary comic book creator Stan Lee designs super heroes based off the names of all 30 NHL franchises.
Sounds good in theory, but in practice the idea plays out like a super villain’s hare-brained scheme. Stan Lee + comic books + hockey teams + ???? = world domination.
In other words, it’s not very well thought out.
The NHL Guardians are problematic from their very conception. First, Stan Lee simply doesn’t have as much cultural cache as he once did. After all, he hasn’t had a monthly title since Ravage 2009 in the early 1990s. You know, when the Guardian Project’s target demographic was still years away from being born.
Second, the characters themselves are lame. Witness Chris Sims of ComicsAlliance epic takedown: The Ten Most Insane Characters From Stan Lee's 'NHL Guardians'.
Many of the characters seem to be based on a brief skimming of each franchise’s Wikipedia page. Important details like the military heritage of the Chicago Blackhawks and Toronto Maple Leafs aren’t touched on at all.
Most importantly, the NHL’s marketing department is once again playing away from the game’s strengths.
Hockey is one of North America’s oldest sports, with the NHL’s Original Six predating any National Basketball Association franchise, only a handful of National Football League teams and most Major League Baseball clubs.
It’s a disgrace that the Montreal Canadiens, a franchise that is over 100 years old and a cornerstone of Quebecois society, is being represented by the likes of this:
But campaigns like Project Guardians relies on trendy thinking that makes the NHL seem newer than the Arena Football League or other shaky niche sports.
Seriously – the Tampa Bay Storm of the Arena Football League predate the Tampa Bay Lightning by five years. The Charlotte Rage were created and folded before the Carolina Hurricanes moved from Hartford, Conn. The list goes on and on.
Commissioner Gary Bettman and the rest of the powers that be at the NHL have to learn that if they really want to make inroads in the Sun Belt, they need to educate and inform their new fanbase about the rich history and tradition of the game, not disregard it.
Otherwise, the NHL comes off as just the latest in a long line of failed sporting enterprises.
That’s why innovations like the All-Star Fantasy Draft and the Winter Classic have been so successful: because they are reminiscent of the history and tradition of hockey.
It’s also why the NHL’s Guardians Project was a dreadful misfire: it glosses over one of the most appealing aspects of hockey.