Considering Hammer's comic book history, there is quite a lot that could be done with him in the show. Hammer got his hands on Stark's armor designs and gave it to a number of villains, arming them to attack Iron Man. In the trailer, Coulson says that SHIELD isn't the only group interested in emerging superheroes and alien technology. This is the perfect tie-in for Hammer because it tracks with the sort of things he did in the comics and in IM2. Recruiting superhuman lackeys, acquiring and duplicating alien tech, that is what Hammer would do if given the chance. He would make a good adversary for Coulson and his agents.
It's too bad that was just a reporter spitballing an idea and not something Whedon and Marvel have considered.