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NHL winks at hockey romance subculture with ‘Hot for Hockey’ campaign - Sports Business Journal

·Sep 29, 2026
Source: Sports Business Journal
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Photo credit : The NHL's new CMO, Sean Eggert, is leaning into the popularity of hockey-themed romance novels to promote the league.

09.29.2026The NHL's new CMO, Sean Eggert, is leaning into the popularity of hockey-themed romance novels to promote the league. NHL The mainstream success of on-screen adaptations of hockey-themed romance novels “Heated Rivalry” and “Off Campus” over the past year has introduced an entirely new -- and largely female -- audience to the sport. After a few NHL teams leaned into the trend last season through merchandise and content plays, the league has launched a marketing effort for 2026-27 called “Hot for Hockey” that specifically targets the same demographic. Led by new CMO Sean Eggert, who joined from Under Armour in May, the NHL is rolling out a series of short stories on audiobook platforms throughout the season that present real-life NHL storylines in the style of romance novels. The league has contracted popular hockey romance authors to write and narrate the 60-to-90-second pieces, which will direct listeners to tune in to upcoming games to see how the stories play out on the ice. It will also tap influential “BookTok” creators to spread the word.

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