NHL launches ‘Hot for Hockey’ marketing campaign

The NHL has launched a new marketing campaign titled ‘Hot for Hockey,’ designed to capitalize on the popularity of hockey-themed romance novels within social media communities like TikTok’s ‘BookTok.’ The initiative uses the stylistic elements of romance novels in short audio clips, featuring players such as Sebastian Aho, to reach new audiences.

NHL Commissioner Gary Bettman expressed enthusiasm for the project, noting that the clips do not tell actual romantic stories but rather adopt the genre's aesthetic. However, the campaign has faced criticism due to concerns regarding sexual harassment and inappropriate commentary.

Critics have drawn parallels to a 2023 controversy involving the Seattle Kraken, which attempted to engage the same demographic. In that instance, sexualized content involving player Alex Wennberg led to public backlash from his partner, Felicia Wennberg, who described the online comments as ‘predatory’ and ‘exploitative.’