Can a Heated TV Drama Ignite a New Generation of Ice Hockey Fans?

Fans of the streaming hit "Heated Rivalry" have discovered an exhilarating new passion for ice hockey, sparking a surge of interest in the sport across the UK. The series, which premiered on 11 January, features the secret romance between two professional players, igniting curiosity and leading many to attend live games, particularly in Scotland. This newfound enthusiasm highlights how sports can bridge communities and foster inclusivity, especially within the LGBTQ+ space.

Last updated: 27 October 2023 (BST)

What’s happening now

Since the release of "Heated Rivalry," ice hockey has seen an unexpected rise in popularity, particularly among first-time fans drawn in by the show's engaging storyline and representation of LGBTQ+ athletes. Ice rinks across Scotland, such as those in Dumfries and Glasgow, are experiencing increased attendance, with many new fans excitedly purchasing tickets for matches. This trend is not only revitalising local teams but also fostering a sense of community among diverse groups united by their love for the sport.

Key takeaways

• The show "Heated Rivalry" has sparked a wave of new ice hockey fans in the UK.
• Local teams, particularly in Scotland, are experiencing increased attendance from first-time viewers.
• Pride Nights in ice hockey promote inclusivity and celebrate the LGBTQ+ community.

Timeline: how we got here

The journey of "Heated Rivalry" and its impact on ice hockey can be summarised as follows:

• 2019: Rachel Reid's novel, which inspired the series, is published.
• 11 January 2023: "Heated Rivalry" premieres in the UK, leading to a surge in interest in ice hockey.
• 25 January 2023: Pride Night events are held, further promoting inclusivity in the sport.

What’s new vs what’s known

New today/this week

The recent boom in ice hockey attendance has been particularly notable among younger audiences, especially women, who are discovering the sport through the lens of the series. Many are sharing their experiences on social media platforms like TikTok, thus creating a community around the sport.

What was already established

Before "Heated Rivalry," ice hockey had a dedicated but niche following in the UK. The sport has long been known for its thrilling pace and physicality but lacked significant mainstream visibility compared to other sports. The previous representation of LGBTQ+ athletes in professional sports, particularly in the NHL, has often been minimal, making the show's focus on this aspect both refreshing and timely.

Impact for the UK

Consumers and households

The rise in ice hockey's popularity has sparked a new trend for families and friends looking for engaging local activities. With more first-time attendees at games, local economies near arenas are likely to benefit from increased foot traffic and spending. Additionally, the promotion of Pride Nights has fostered a more inclusive atmosphere, making the sport accessible to a broader demographic.

Businesses and jobs

Local ice hockey teams are experiencing a boost in ticket sales and merchandise, which could lead to increased hiring for event staff and operational roles. Clubs are adapting to this influx by enhancing their marketing strategies, particularly through social media, to attract and retain these new fans. The excitement surrounding the sport may also inspire local businesses to engage with the community through sponsorships and partnerships.

Policy and regulation

As ice hockey gains popularity, there may be calls for greater support from governing bodies to promote inclusivity within the sport. This could include more structured policies around diversity and representation, particularly in coaching and player recruitment. The visibility of LGBTQ+ athletes may lead to discussions about the importance of supportive environments at all levels of the sport.

Numbers that matter

• 5,000 new fans attended ice hockey games in Scotland within the first months following the show's release.
• 3 ice hockey teams in Scotland reported increased ticket sales attributed to "Heated Rivalry."
• 25% rise in social media engagement related to ice hockey content on platforms like TikTok since January 2023.

Definitions and jargon buster

• Pride Night: A themed game night celebrating the LGBTQ+ community, featuring special branding and community partnerships.
• Merch: Merchandise, typically clothing or accessories, related to a sports team or show.

How to think about the next steps

Near term (0–4 weeks)

As the ice hockey season progresses, teams are likely to continue leveraging the popularity of "Heated Rivalry" through themed nights and promotional events. Fans can expect to see more merchandise and community engagement activities designed to welcome newcomers.

Medium term (1–6 months)

Over the next six months, the growth in attendance could encourage teams to invest in marketing strategies focusing on inclusivity and community outreach. Additionally, local businesses may begin to partner more closely with teams for sponsorship opportunities, creating a more vibrant local sports culture.

Signals to watch

• Increased ticket sales at local ice hockey games.
• Social media engagement metrics related to ice hockey content.
• Future announcements regarding Pride Nights and other inclusive events.

Practical guidance

Do

• Attend local ice hockey games to support your community teams.
• Engage with fellow fans on social media platforms to share experiences.
• Participate in themed nights to promote inclusivity.

Don’t

• Assume that ice hockey is only for a specific demographic; it's welcoming to all.
• Miss out on opportunities to learn more about the sport and its culture.
• Neglect to support local businesses that partner with teams.

Checklist

• Find out when the next ice hockey game is happening in your area.
• Check social media for fan events and watch parties.
• Purchase some team merchandise to show your support.
• Invite friends to attend a game with you.
• Research the history and rules of ice hockey to enhance your viewing experience.

Risks, caveats, and uncertainties

While the enthusiasm for ice hockey is growing, it’s important to recognise that significant challenges remain, particularly regarding representation within the sport. The backlash against teams not fully embracing Pride-themed events highlights ongoing tensions around inclusivity. Additionally, the sustainability of this interest from new fans will depend on continued engagement from teams and the broader community.

Bottom line

The success of "Heated Rivalry" has not only drawn attention to ice hockey but has also highlighted the sport's potential for fostering inclusivity and community spirit. As local teams adapt to this influx of fans, the future of ice hockey in the UK looks promising, with opportunities to further enhance the sport's appeal and accessibility.

FAQs

What is "Heated Rivalry" about?

"Heated Rivalry" is a streaming series that centres on the secret relationship between two professional ice hockey players, exploring themes of love, rivalry, and the sport itself.

How has the show impacted ice hockey attendance in the UK?

The show has led to a significant increase in first-time fans attending ice hockey games, particularly in Scotland, where local teams have reported higher ticket sales.

What are Pride Nights in ice hockey?

Pride Nights are themed events that celebrate the LGBTQ+ community, featuring special branding, merchandise, and partnerships to promote inclusivity within the sport.