From Cosmopolitan · Tamara Fuentes · · 1m 10s
NHL Campaign Ignores Women Fans
NHL’s romance campaign misses what women fans have wanted for years.
In brief
NHL’s romance campaign misses what women fans have wanted for years. The NHL’s new hockey romance campaign fails to address women fans’ concerns about player safety and LGBTQ+ support after years of criticism. Originally reported by Cosmopolitan.
NHL’s romance campaign
The NHL launched a romance-themed audiobook series with real-life hockey storylines to boost engagement.
No real romance in stories
The NHL’s stories feature no actual romance between players but wink at the genre.
Women fans’ concerns
Female fans have long criticized the NHL for lack of LGBTQ+ support and player safety after sexual assault cases.
Pride nights canceled
The Dallas Stars canceled Pride Nights for 2026-2027, replacing it with a women-focused event.
Sexual assault cases
Five players acquitted of sexual assault were allowed to sign NHL contracts starting in October 2025.
Author backlash
Romance authors rejected the NHL’s campaign, calling it a recipe for disaster and tone-deaf.
Women fans’ perspective
Women fans feel the NHL doesn’t take them seriously as fans but rather as book readers.
What women want
Women fans want themed nights supporting their favorite authors and fandoms to engage with hockey.
The bottom line
The NHL’s new hockey romance campaign fails to address women fans’ concerns about player safety and LGBTQ+ support after years of criticism.
