A new marketing push by the NHL aims to tap into the surging popularity of hockey-themed romance, as fans increasingly embrace the sport through fictional love stories. The league’s "Hot for Hockey" campaign highlights how books, films, and social media content blending romance with hockey culture have drawn in new audiences. With the genre gaining traction, the initiative seeks to deepen fan engagement by connecting real-world passion for the sport with its fictional portrayals. The move reflects broader trends in media where niche interests intersect with broader entertainment trends.

NHL launches ‘Hot for Hockey’ campaign to capitalize on hockey romance boom  RMNB