A set of audio narratives endorsed by the National Hockey League to capitalize on the popularity of hockey romance series like “Heated Rivalry” has apparently been deleted from Spotify following significant backlash and apprehension.
The promotion called “Hot for Hockey” showcased NHL players and matches in brief audiobooks lasting 60 to 90 seconds, styled after hockey-themed romance novels, as per a report from the Sports Business Journal that introduced the initiative last week.
One of the early stories, named “The Storm Between Us,” highlighted Carolina Hurricanes center Sebastian Aho and the team’s inaugural game against the Florida Panthers on September 29.
As of Tuesday morning, the audio stories were no longer accessible on Spotify. In a statement to CBC News on Monday, an NHL spokesperson mentioned collaborating with genuine hockey authors, illustrators, and voice actors for the project.
The spokesperson emphasized that this was a light-hearted acknowledgment of a trending cultural topic, among various marketing efforts. The posts were tailored to coincide with the opening games of the season’s first week.
Although the statement did not confirm the removal of the stories from Spotify, the Sports Business Journal had indicated that new installments would be released “throughout the season.”
CBC News sought clarification on the timing and reasons for the apparent removal but did not receive an immediate response from the league spokesperson on Tuesday.
NHL Commissioner Gary Bettman, addressing the “Hot for Hockey” campaign in a recent news conference, linked it to the surge in hockey interest from viewers of popular romance-themed TV shows like “Heated Rivalry” and “Off Campus,” both based on novels.
However, the audiobooks faced extensive criticism online, with commentators accusing the NHL of potentially demeaning its new followers, particularly women and members of the 2SLGBTQ+ community.
The “Hot for Hockey” initiative was seen by some as reinforcing stereotypes and undermining the legitimacy of female fans’ passion for the sport. Concerns were also raised regarding potential harassment of NHL players by fans of hockey romance narratives, with past incidents cited to emphasize the seriousness of the issue.
Teresa Fowler, an associate professor at Concordia University of Edmonton, highlighted broader concerns within the NHL, noting ongoing criticisms surrounding social issues and a culture of toxic masculinity within the league.
Critics have highlighted the league’s handling of various sensitive matters, including 2SLGBTQ+ rights, racism, misogyny, and sexual assault, calling for more significant actions to address these deep-rooted issues rather than superficial campaigns.
Author Emily Rath, declining an invitation to participate in the campaign, criticized the NHL for what she perceived as mocking the romance genre and attempting to improve its image through collaboration with romance authors.
Protests outside Edmonton Oilers games have recently erupted against the team’s decision to sign Alex Formenton, a player acquitted of sexual assault charges. Demonstrators have called for accountability and changes within the NHL to combat the prevalent issues of sexual misconduct and toxic culture within the sport.
