The hit TV show ‘Heated Rivalry’ has scored a major fan in one of the most powerful seats in professional hockey. NHL Commissioner Gary Bettman revealed he watched the entire series in one sitting and believes the show is helping bring new viewers to the sport.
The HBO Max series, which tells the story of two closeted professional hockey players who begin a secret romance, has become a cultural sensation since its release in November. Bettman’s comments highlight how the show is impacting the real-world league it depicts.
“It was very well done. I think it’s a wonderful story,” Bettman told reporters in Washington, D.C.. “The content, particularly for young people, might be a little spicy. And so you have to balance that out in terms of how you embrace it.”
The commissioner noted he enjoyed spotting references to real NHL events within the show’s plot. He connected the series’ popularity to a successful 2025-26 NHL season and acknowledged it as a factor driving increased interest in hockey.
The Real-World Impact of a Fictional Hockey Romance
Data suggests the buzz around ‘Heated Rivalry’ is translating into tangible engagement with the NHL. Ticket sales and revenue have shown significant increases in the weeks following the show’s premiere compared to the same period last season.
One analysis found that average tickets sold per game were 24% higher in late December compared to early December, and revenue per game was up by 36%. Perhaps more telling is a shift in who is buying tickets. The share of people purchasing single tickets—often an indicator of new or casual fans—reached its highest level ever recorded in December.
“We are seeing it both in terms of more people on SeatGeek shopping for NHL tickets, as well as a pretty notable increase in single ticket buyers as more people check out a game, often for the first time ever,” said Chris Leyden, SeatGeek’s Director of Category Marketing.
This trend matches countless stories from fans at arenas. At a recent Philadelphia Flyers Pride Night, attendees reported friends who had never shown interest in hockey before texting them about the show and then accepting invitations to games. Fans have been spotted at NHL games wearing custom sweatshirts for the show’s fictional characters, Shane Hollander and Ilya Rozanov.
A Show’s Success Opens Doors for New Fans
The series has resonated powerfully with LGBTQ+ viewers and others who have not always felt represented or welcome in traditional sports spaces. Its success has sparked conversations about inclusion in hockey at a time when the league’s relationship with the LGBTQ+ community has faced scrutiny.
The show is based on a novel by author Rachel Reid, a lifelong hockey fan who said she wrote the story to work through her own frustrations with hockey culture. The lead actors, Connor Storrie and Hudson Williams, have become overnight stars. Williams has shared that since the show’s premiere, he has received private messages from closeted professional athletes who have been impacted by the series.
The show’s influence reached a poignant milestone when former hockey player Jesse Kortuem publicly came out as gay, crediting ‘Heated Rivalry’ for giving him the courage. Kortuem, who played competitively through high school, said the show helped him realize the importance of visibility.
“‘Heated Rivalry’ helped me realize that visibility matters,” Kortuem told Good Morning America. “It finally allowed me to be that voice for so many that came before me to fight for hockey and inclusion in hockey.”
Commissioner Bettman Reiterates League’s Stance on Pride Jerseys
When discussing the show, Commissioner Bettman was also asked about the NHL’s ongoing policy regarding specialty warm-up jerseys, which includes a ban on Pride jerseys. The league prohibited all themed warm-up jerseys in 2023 after several players opted not to wear Pride-themed jerseys.
Bettman emphasized that the policy was not specifically about Pride jerseys but was intended to avoid distractions caused when players choose not to participate in any themed night.
“It wasn’t about Pride jerseys or Pride tape. It was about the fact of bringing things into the game that might not be embraced by the players wearing the jerseys,” Bettman stated. “If some players don’t embrace the cause, whatever it is, then you create a distraction that doesn’t fulfill the purpose.”
He affirmed that all 32 NHL teams will host Pride nights this season and highlighted the league’s continued partnership with the inclusion group You Can Play. He also noted that teams like the Seattle Kraken have had players wear Pride jerseys for photo opportunities.
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Future for the Series and the Sport
The cultural moment for ‘Heated Rivalry’ shows no signs of slowing. The show has already been renewed for a second season. Author Rachel Reid confirmed a new book is also on the way, which will continue the story of characters Shane and Ilya.
The show’s effect is being compared to other moments when pop culture has intersected with sports, such as the increased attention the NFL received from Taylor Swift‘s relationship with player Travis Kelce. For the NHL, the series represents a unique opportunity to connect with an audience that has historically been underserved by the sport.
As the league watches this new wave of interest, the hope among many fans is that the visibility provided by a fictional story can lead to lasting, positive change in the real sport. For now, the undeniable impact is that more people are talking about hockey, buying tickets, and engaging with the NHL than they were just a few months ago.
