The NHL has launched a playful marketing campaign celebrating the passionate fan culture surrounding hockey romances, blending sports fandom with lighthearted romance themes. The initiative, titled "Hot for Hockey," taps into the niche but dedicated subculture where relationships are built around shared love for the game. Through social media and promotional content, the league highlights how hockey brings fans together, both on and off the ice. The campaign reflects a broader trend of sports organizations engaging with niche fan communities in creative ways.

NHL winks at hockey romance subculture with ‘Hot for Hockey’ campaign  sportsbusinessjournal.com