The NHL has paused its "Hot for Hockey" marketing campaign following criticism from fans and media over its perceived tone and messaging. Concerns were raised about the campaign’s approach, particularly regarding its portrayal of female fans and its alignment with the league’s brand values. The decision comes as sports organizations increasingly scrutinize promotional content for sensitivity and inclusivity. Details on whether the campaign will be revised or discontinued remain unclear.

NHL halts ‘Hot for Hockey’ campaign after negative feedback  sportsbusinessjournal.com