NHL Seeks to Attract New Fans Through Romance Themes

The NHL has announced that it has reached what it considers peak fandom and is actively looking for fresh methods to draw in more viewers.

One potential strategy is to tap into the rising popularity of hockey-themed romance novels and television shows, which might appeal to a diverse audience, even in unconventional ways.

The league aims to capture a younger, unexplored demographic with a series of audio ads that present players as if they’re characters in a romantic narrative.

The “Hot for Hockey” initiative currently features a set of five 30-second ads spotlighting NHL stars, with playful titles such as “The Summer I Turned Gritty with Trevor Zegras” and “The Storm Between Us.”

“Hot for Hockey combines the NHL’s top athletes and intense rivalries, narrating them in a uniquely engaging style,” the campaign description suggests. “Because just like in matters of the heart, everything off the ice is part of the game.”

Interestingly, these clips have received an average rating of 2.84 out of 5 on Spotify.

This campaign emerges on the heels of other successful projects, such as the LGBTQ+-focused hockey drama “Heated Rivalry,” and romance-themed titles like “Off Campus,” which is set to debut its second season next year.

Sean Eggert, the NHL’s Chief Marketing Officer, mentioned that the league has enlisted well-known authors in the hockey romance genre to craft and narrate these clips, hoping to pique listeners’ interest in future games.

Eggert remarked, “The allure of hockey romance is evident not just in this country but across North America, and even parts of Europe. It’s undeniable. We see this as a wonderful opportunity to reflect that culture in our storytelling.”

NHL Commissioner Gary Bettman echoed Eggert’s sentiments, stating that the hype surrounding the hockey romance genre is substantial. “The data supports this, it’s quite compelling,” he reportedly affirmed.

While he acknowledged that not all content from the genre is universally suitable, he noted that fans of these romantic narratives are increasingly connecting with the sport.

Though Bettman assured that the NHL is not struggling to garner fans — with record sales and ratings last season — he expressed a desire to reach out to those who may not have previously focused on hockey.

The NHL has had its share of controversial campaigns and promotional content in the past. Following criticism over its themed Pride jerseys, it quickly launched its Player Inclusion Coalition to support diversity related to race and sexuality. This coalition has engaged in various initiatives, including promoting acceptance with its “Color of Hockey” series and encouraging children to display pride symbols on their hockey bags with “Hockey’s Beauty Club.”

Jon Merrill, a former player who actively supports LGBTQ+ communities, described the significance of wearing a pride tag: “To have that tag on your bag shows your teammates that you’re supportive. It means a lot.”

The “Heated Rivalry” series has gained significant recognition during NHL Pride nights, making notable appearances at events like a Florida Panthers game in March.