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NBCUniversal sign on to NHL's Guardian Project

Hockey's superhero venture teams up with a major media partner.

Guardian Media Entertainment (GME) announced today that NBCUniversal has become a partner in The Guardian Project, the franchise of superheroes created by comics legend Stan Lee in partnership with the National Hockey League we reported on back in April.

The media conglomerate, which recently penned a decade-long broadcasting deal with the NHL that runs through the 2020-2021 season, will promote the Guardian Project across its various media platforms and now has an equity stake in GME.

“We’re starting a conversation with the next generation of NHL fans and NBCUniversal’s strength as a global media company, its commitment to hockey and its proven track record of leveraging sports and entertainment will elevate The Guardian Project within the NHL fan base and beyond,” said the NHL’s executive vice-president of marketing Brian Jennings, in a statement.

John Miller, chief marketing officer of the NBCUniversal Television Group said, “Just as we are excited to be partners with the NHL for the next 10 years, we are also excited to enter into this new venture with GME that engages young fans in new, unique ways through the magic of Stan Lee.”

Of course now they may have to change The Canuck’s powers from controlling water and summoning whale friends to setting cars on fire and looting Chapters.