Maybe the National Hockey League saw the success that Jonathan Sinden was having with Foursquare and other social media tools. Jonathan is in charge of all things social media for the Maple Leafs Sports and Entertainment empire which includes the NHL's Toronto Maple Leafs.
Jonathan has been known to visit fans in their seats with a box of popcorn and a pop for people who "check in" to the Air Canada Centre during a Leafs game.
Yesterday, the NHL announced that they were dedicated to being on the social networking site full-time. According to their press release:
The NHL, named among the top social brands in the world by Vitrue, has integrated Foursquare, one of the leading location-based social networking services, as a key component of its social media strategy, which seeks to shorten the distance between the League and its fans by interacting with them on their favorite sites such as Facebook, Twitter and YouTube.
Throughout this season, fans who check-in at NHL venues will be able to access tips and facts featuring memorable moments in NHL history, as well as other unique content, discounts, incentives and rewards.