The National Hockey League has reportedly removed a series of audio stories from Spotify following backlash and concerns over its “Hot for Hockey” campaign. The campaign, which featured NHL players and games in short audiobooks styled after hockey-themed romance novels, was introduced last week. One of the initial stories, titled “The Storm Between Us,” showcased Carolina Hurricanes center Sebastian Aho during the team’s season opener against the Florida Panthers on September 29.
While the NHL had partnered with real hockey authors, illustrators, and voice actors for the campaign, it received criticism online for potentially belittling its new fans, particularly women and members of the 2SLGBTQ+ community. The audiobooks’ removal from Spotify was confirmed on Tuesday, but the league did not provide a specific reason for this action. The campaign, as per a statement, aimed to pay homage to the cultural phenomenon around hockey romance, alongside various marketing initiatives during the season’s start.
NHL Commissioner Gary Bettman, during a recent news conference, linked the campaign to the surge in new fans attracted to hockey through popular romance-based TV shows. However, critics, including TikTok users and hockey fans like Tory Lindberg, expressed disappointment over feeling marginalized as fans due to their interest in hockey romance content.
Moreover, concerns were raised about potential sexual harassment issues involving NHL players and fans of hockey romance novels. The controversy surrounding the campaign highlighted broader issues within the NHL, including criticisms over its handling of social issues like 2SLGBTQ+ rights, racism, misogyny, and sexual assault. Teresa Fowler, an associate professor, emphasized the need for the NHL to address these issues seriously rather than resorting to campaigns like “Hot for Hockey.”
Author Emily Rath declined an invitation to participate in the campaign, citing concerns about the NHL’s image and its treatment of the romance genre. Protesters have also targeted the Edmonton Oilers for signing Alex Formenton, one of the players charged with sexual assault in 2018. The signing has sparked outrage, with fans like Mary Loewen calling for cultural change within the league to prioritize addressing sexual misconduct over winning games.