‘We’re thrilled’: Gary Bettman keen on Hot for Hockey romance series
Hockey romance novels and TV shows have taken the NHL by storm, and the league is diving into the topic head-on with the launch of its “Hot for Hockey Series,” ahead of the 2026-27 season openers.
The new project, which features short audiobooks, is led by newly hired Chief Marketing Officer Sean Eggert and looks to connect romance fans with real-life NHL storylines. According to Sports Business Journal, the league has contracted popular authors to write and narrate 60-90 second short stories about real-life NHL players, in the style of romance novels.
While the content won’t explicitly include romance involving the NHL talents, it will feature authentic-style storylines, aiming to merge romance fans and hockey fans in the wake of the sport’s massive popularity through books and the shows Heated Rivalry and Off-Campus.
The first three installments of the project are “Jack of Hearts,” “The Storm Between Us,” and “Chasing Connor,” featuring Jack Eichel, Sebastian Aho and Connor McDavid.
Ahead of the Philadelphia Flyers vs. Pittsburgh Penguins game on Wednesday, NHL commissioner Gary Bettman shared his thoughts with reporters after previously saying he had “binge-watched” all of Heated Rivalry and Off-Campus.
“We have a number of marketing campaigns that we’re going to be using directed at various audiences, but I would lean in terms of new fans that were acquired last year who were first introduced to hockey either through Off-Campus or Heated Rivalry,” Bettman said. “If new people want to come and be a part of the game, we’re thrilled to have them.”
“I binge-watched both Off-Campus and Heated Rivalry, and to the extent that people find it interesting or entertaining or exciting, that acts as an impetus for them to take greater interest in the game. I think that’s great for the growth of the game.”
It is unclear how many episodes the Hot for Hockey campaign will include, or whether it will generate significant interest from new fans, but it’s clear the NHL sees an avenue there and is willing to explore popular culture more than in past eras.
