What Happened
The NHL's "Hot for Hockey" audiobook series, launched to reach hockey romance fans, was no longer available online this week. Episodes covering the Florida Panthers and Carolina Hurricanes, among other topics, were on Spotify when the season opened last week, but a search for the series now returns an error message. The NHL told The Associated Press the episodes were intended as a limited-time offering tied to opening games, and said marketing is now centered on its "Hockey Hits Different" campaign.
Key Details
- Series name: "Hot for Hockey"; episodes included Panthers and Hurricanes topics.
- Episodes were on Spotify during opening week; a search now leads to an error message.
- NHL: episodes were matchup-specific posts meant to run during opening games in the first week.
- League said it partnered with real hockey authors, illustrators and voice actors.
- Bettman, in Philadelphia, called the hockey romance genre a cultural phenomenon.
- TNT Sports reported female playoff viewership up 66%; ESPN up 106% at one point.
What It Means
The brief run of the audiobooks shows the league testing marketing aimed at romance-genre fans, an audience Bettman credits with bringing in new viewers. The NHL says the episodes were always planned as a short opening-week activation rather than a lasting product, and the league is shifting its promotional focus to other campaigns.
What's Next
The NHL said its marketing focus is now on the "Hockey Hits Different" campaign and other initiatives. No further "Hot for Hockey" episodes have been announced.