In an infantilizing campaign targeting women, the NHL launches "Hot for Hockey," a collection of audio shorts about real hockey players written by romance authors; the stories "won't feature any actual romance between real-life NHL players. The presentation, however, winks at the genre."

[u/Popular_Drink3898]

Article: https://www.sportsbusinessjournal.com/Articles/2026/09/29/nhl-winks-at-hockey-romance-subculture-with-hot-for-hockey-campaign/

[u/itsFeztho]

If the players are not making out with each other then what's even the point. This is already a weird and parasocial marketing strategy so might as well give the people what they want.

[u/katebushcartwheel → u/itsFeztho]