ESPN’s deal with Twitter the other day was an expected development as there is a growing desire to hook into social media by sports franchises and broadcasters and another that is following on that same path is the San Jose Sharks Hockey team.

The Sharks have teamed with a Denver-based startup called Wayin using that company’s social media engagement hub to create a Twitter hub for fans of the team and of the National Hockey League.

The Shark’s Wayin hub, called the Sharks Game Day Hub, is more than just a central depository for all of the twitter activity that naturally follows a team when it is in the playoffs. It serves the fans a central site where they can gain a degree of control over what they are following.

The hub features both team generated content as well as a variety of other information including tab on Tweet volume, Twitter activity from players, coaches, broadcasters and Sharks staff, imbedded broadcast video interviews, and fan Tweets. The hub also supports Instagram so that fans can also follow along on images and photos posted by others.

While the casual fan may not have heard of Wayin, in part because it’s a startup and secondly by being located in Denver it is off the beaten paths for most new tech companies. However it has a prestigious foundation starting with co-founder and Chairman Scott McNealy, former top honcho of Sun Microsystems. Anyone from the Bay Area could tell you that McNealy is a huge hockey fan and that once for April Fools played hockey with former pro hockey players with Sharks players in attendance.

It will be interesting to see how a hub such as this will compete with the emerging class of apps that put fans in connection with athletes. A number have emerged over the years in the app space but none seem to have caught the attention of the mainstream. By bringing a team into the mix fans might be able to connect more directly with players using this type of hub.