The NHL is skating on thin ice by cozying up to BookTok
The NHL is skating on thin ice by cozying up to BookTok. The National Hockey League is rolling out a “Hot for Hockey” campaign intended to build upon the success and popularity of the hockey romance genre. League executives told ESPN they were going to court BookTok creators and market their players in a way that will “demystify what’s happening behind the helmet,” said Sean Eggert, the NHL’s new senior executive VP and chief marketing officer. The NHL is releasing a series of short-form audio books on Spotify with names like “The Storm Between Us” and “The Summer I Turned.
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