The NHL is tapping into a surprising new audience by blending romance novels with hockey, aiming to attract readers who might not typically follow the sport. By incorporating love stories into its marketing and content, the league is testing whether this strategy can help retain fans who are drawn to the emotional narratives. The approach highlights how sports organizations are increasingly experimenting with creative ways to engage diverse audiences beyond traditional demographics. For hockey enthusiasts and romance readers alike, this crossover could redefine how the sport connects with its fanbase.

NHL has romance readers falling for hockey. Can it give them a reason to stay?  The New York Times