A set of audio narratives endorsed by the National Hockey League (NHL) in a bid to capitalize on the popularity of hockey romance programs like “Heated Rivalry” seems to have been eliminated from Spotify following significant backlash and apprehension.
The “Hot for Hockey” initiative showcased NHL players and matches in 60- to 90-second audio stories, mimicking the style of romance novels centered around hockey, as detailed in a recent report from the Sports Business Journal introducing the campaign.
One of the initial episodes, named “The Storm Between Us,” spotlighted Carolina Hurricanes center Sebastian Aho and the team’s season opener against the Florida Panthers on September 29.
However, as of Tuesday morning, the audio stories were no longer accessible on Spotify.
In response to queries from CBC News on Monday, a spokesperson stated that the NHL had collaborated with “real hockey authors, illustrators, and voice actors.”
The spokesperson clarified, “This was a minor way to humorously acknowledge a trend that is clearly prevalent in the current cultural landscape — among numerous marketing initiatives.”
“These were matchup-specific posts intended to run during our opening games in the first week as part of the season kick-off concept,” the spokesperson added.
The statement did not explicitly confirm the removal of the stories from Spotify. The Sports Business Journal had indicated that episodes would be released “throughout the season.”
When asked about “Hot for Hockey” during a recent press conference, NHL Commissioner Gary Bettman associated the campaign with the surge in new fans attracted to hockey after following popular romance-based TV shows like “Heated Rivalry” and “Off Campus,” both adapted from novels.
“And so since it seems to be a cultural phenomenon, we figured why not get on board,” noted Bettman.
Nonetheless, the audiobooks faced widespread online criticism, with commentators alleging that the NHL appeared to be diminishing its new supporters, particularly women and members of the 2SLGBTQ+ community.
The “Hot for Hockey” campaign was perceived by some, like Columbus Blue Jackets fan Tory Lindberg, as reinforcing the notion that individuals who entered hockey through romance narratives were not genuine fans.
Lindberg expressed concerns that the series could contribute to potential sexual harassment of NHL players by fans of hockey romance novels, referencing an incident involving Alexander Wennberg, formerly of the Seattle Kraken, and his wife in 2023.
Teresa Fowler, an associate professor at Concordia University of Edmonton, mentioned that “Hot for Hockey” arrived amidst broader criticisms of the NHL’s handling of social issues and an environment characterized by “toxic masculinity.”
Emily Rath, an author critical of the campaign, stated that the NHL sought romance writers to improve its image tarnished by racism, homophobia, and misogyny.
Protests have recently emerged outside Edmonton Oilers games over the signing of Alex Formenton, one of five players from Canada’s 2018 world junior team charged with sexual assault.
Longtime Oilers supporter Mary Loewen, also known as Mama Stanley, called for cultural change within the NHL to address sexual misconduct issues.
These actions signify a growing demand for accountability and change within the NHL and its fan base.
