NHL Commissioner Gary Bettman’s unexpected endorsement of the Canadian television series “Heated Rivalry” isn’t just a charming anecdote about a busy executive finding a new show. It’s a carefully calibrated signal, and a fascinating pivot for a league that recently found itself on the wrong side of a very public culture war.
- Bettman binge-watched the entire first season of “Heated Rivalry” in one night, calling it a “wonderful story.”
- The show, based on Rachel Reid’s “Game Changers” series, centers on a secret decade-long relationship between two hockey stars.
- Bettman’s comments arrive after controversy surrounding players declining to wear Pride-themed jerseys.
Three years ago, the NHL faced significant backlash when players like Ivan Provorov and James Reimer declined to participate in Pride Night warmups, citing religious beliefs. The league subsequently decided to ban specialty jerseys during pre-game warmups, with Bettman stating they had become a “distraction.” This decision was widely interpreted as a retreat from inclusivity, a concession to a vocal minority. Now, Bettman is publicly praising a show that explicitly centers an LGBTQ+ relationship, and acknowledging its “spicy” content. The contrast is… stark.
This isn’t about Bettman suddenly discovering a passion for queer romance (though, who are we to judge?). It’s about damage control. “Heated Rivalry” has become a cultural phenomenon, breaking through to audiences beyond the typical hockey demographic. The show’s success demonstrates a clear appetite for diverse representation within the sport, and the NHL, historically slow to adapt, is attempting to capitalize on that momentum. Bettman’s statement – emphasizing the show’s compelling storyline and positive impact on growing the game – feels less like genuine enthusiasm and more like a strategic PR move. He’s acknowledging the cultural shift, and positioning the league as, if not leading it, then at least not actively opposing it.
The fact that the series has already been renewed for a second season further solidifies its importance. The NHL isn’t just reacting to “Heated Rivalry”; it’s anticipating its continued influence. Expect to see more subtle (and perhaps not-so-subtle) attempts to align the league with the show’s progressive values in the coming months. This is a league acutely aware of its brand, and “Heated Rivalry” represents a branding opportunity too significant to ignore, even if it requires a bit of a course correction.
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