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NHL ices short-lived ‘Hot for Hockey’ marketing campaign after poor reception

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Cite

Arnold, C. (2026, October 6). NHL ices short-lived ‘Hot for Hockey’ marketing campaign after poor reception. New York Post. https://nypost.com/2026/10/05/sports/nhl-ices-short-lived-hot-for-hockey-marketing-campaign-after-poor-reception/

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New York Post · collected 2026-10-06 · by Christian Arnold

Quick Summary

The NHL ended its "Hot for Hockey" marketing campaign less than a week after it began due to poor reception on social media. The initiative, which featured audiobooks blending real-life NHL player storylines with romance novel tropes, was meant to attract fans interested in hockey-themed romances from shows like “Heated Rivalry” and “Off Campus.” However, the league quickly removed the seven audio stories from Spotify without explanation and redirected focus to other marketing efforts. Commissioner Gary Bettman acknowledged acquiring new fans through these cultural phenomena but did not address concerns raised previously by players regarding harassment related to "BookTok" content.
Written by AI on 2026-10-06, from this article's own text only (the story summary below draws on all the coverage).

AI analysis

Story summary

The NHL ended its short-lived "Hot for Hockey" marketing campaign after receiving negative feedback from fans. The initiative, which aimed to capitalize on the popularity of hockey-themed romance novels like those featured in shows such as "Heated Rivalry," included releasing seven 30-to-90-second audio stories featuring current players through Spotify. However, these stories were removed from the platform within a week due to criticism and concerns raised by fans and authors in the genre, including Emily Rath who refused an invitation citing disrespectful treatment of her work. The NHL did not provide a reason for discontinuing the campaign beyond stating that it was intended as a one-week start-of-season concept.

Written for “NHL Marketing Campaign Failure” on 2026-10-31, grounded in this article and the 1 other(s) covering the same event.

Story

📰 NHL Marketing Campaign Failure
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Claims extracted
13
sentences that state something as happening or true
Uncertain
0%
0 of 13 hedged ("reportedly", "may", "according to")
Leaning
not political
takes no side on a contested political question
Publisher signals
66/100
New York Post's corrections and hedging, across everything collected from it. Not a measure of accuracy.
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2
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New York Post · 15490 article(s) · 35 correction(s) detected
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Who wrote this

Christian Arnold
149 article(s) here · 1 carrying a prediction
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Also by Christian Arnold
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Topics

Front Office Sports NHL SBJ Sports Business Journal Spotify

Subjects

NHL ORG · 9× Front Office Sports ORG · 2× Spotify ORG · 2× Gary Bettman PERSON · 1× Jack Eichel PERSON · 1× Off Campus ORG · 1× Pittsburgh GPE · 1× SBJ ORG · 1× Sebastian Aho PERSON · 1× Sports Business Journal ORG · 1×

Narrative

NHL commissioner Gary Bettman told reporters in Pittsburgh that the “data is overwhelming in terms of new fans that we acquired last year who were first introduced to hockey either through Off Campus or Heated Rivalry” before adding that “since it seems to be a cultural phenomenon, we figured why not get on board.” The NHL’s endeavor into the hockey romance novel or “BookTok” space shouldn’t come as too much of a surprise, considering the popularity Bettman noted, but the league’s somewhat checkered history with it does raise some eyebrows.
framing: assertive · carried by 1 article(s) · first seen 2026-10-06
🔮 “What doesn’t sit with me is when your desires come with sexual harassment, inappropriate comments and the fact that, with the Internet, we can normalize behavior that would never be OK if we flipped the genders around to a guy doing this to a female athlete,” she wrote at the time.

Claims (13 extracted, 0 hedged)

The NHL is putting its “Hot for Hockey” audiobook campaign on ice. asserted
NHL → put → ice
Less than a week after the NHL started releasing a series of short stories in audiobook form that feature current players in real-life NHL storylines through the lens of a romance novel, the league has discontinued the marketing initiative, Front Office Sports reported. asserted
Sports → start → initiative
In fact, the NHL has wiped Spotify completely of the seven 30-to-90-second audio stories that had already been released last Thursday, most of which received negative feedback on social media. asserted
most → wipe → media
The NHL was trying to capitalize on the popularity of the hockey-themed romance novel trend as well as the new interest from fans of the hit shows “Heated Rivalry” and “Off Campus.” asserted
NHL → try → Campus
Initially, Sports Business Journal reported that the NHL planned to release these short stories throughout the season, but the league told Front Office Sports on Monday that the marketing campaign was only meant to be a one-week thing associated with the start of the season. asserted
campaign → report → season
A league spokesperson did not explain why the stories were removed from Spotify. “As a start of the season concept, these were matchup specific posts created by authentic authors, illustrators and voice actors designed to run during our opening games in the first week. asserted
these → explain → week
Our marketing now is focused around many other activations including our Hockey Hits Different celebrity campaign, tune-in messages and other initiatives,” the league spokesperson said. asserted
spokesperson → focus → campaign
No actual romance was involved in the audio stories, but they did evoke a similar feel to the style that hockey romance novels are meant to convey. asserted
novels → involve → that
The SBJ report announcing the campaign indicated that the league had contracted popular hockey romance authors to write and narrate the stories released by the NHL. asserted
league → announce → NHL
Among the first installments released was one featuring Jack Eichel and another that included Sebastian Aho. asserted
that → release → Aho
NHL commissioner Gary Bettman told reporters in Pittsburgh that the “data is overwhelming in terms of new fans that we acquired last year who were first introduced to hockey either through Off Campus or Heated Rivalry” before adding that “since it seems to be a cultural phenomenon, we figured why not get on board.” The NHL’s endeavor into the hockey romance novel or “BookTok” space shouldn’t come as too much of a surprise, considering the popularity Bettman noted, but the league’s somewhat checkered history with it does raise some eyebrows. asserted
history → tell → eyebrows
Three years ago, former Kraken forward Alex Wennberg, who now plays for the Sharks, and his wife, Felicia, had to put out a statement condemning the “BookTok” fan fixation on Wennberg that she described as “sexual harassment, inappropriate comments.” asserted
she → play → harassment
“What doesn’t sit with me is when your desires come with sexual harassment, inappropriate comments and the fact that, with the Internet, we can normalize behavior that would never be OK if we flipped the genders around to a guy doing this to a female athlete,” she wrote at the time. asserted
she → sit → time
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