The National Hockey League (NHL) has ventured into the lucrative world of romance, releasing short stories featuring players like Trevor Zegras and Sebastian Aho. However, the initiative has not been met with universal enthusiasm. Romance novelists, such as bestselling author C.R. Jane, have criticized the campaign as a superficial attempt to boost game attendance, likening it to a 'playful nod' to a trend that has long felt insincere to many hockey fans.

Emily Rath, a prominent author, expressed her frustration on social media, stating, 'I cannot begin to describe the depths of my rage that this is actually happening.' She argues that the campaign trivializes the genre and fails to address serious issues within the league, such as racism, homophobia, and misogyny.

Lacey Conine, founder of Double Hockey Stix, echoed similar sentiments, stating that the campaign feels like the NHL is 'mocking you, and pandering to you, and making fun of you.' The move has also drawn criticism for the NHL’s apparent tone-deafness in the face of LGBTQ+ issues, with some teams, like the Dallas Stars, abandoning Pride Nights for the first time in years.

The campaign’s narrative structure, with its back-cover summaries and AI-generated graphics, has been seen as a missed opportunity to meaningfully engage with fans. Echo, a 35-year-old fan of the Montreal Canadiens, believes the league is using 'romanticized narratives to whitewash the insidious aspects of hockey culture and its players.' This approach has not convinced many that the NHL truly cares about its fanbase or the broader issues in the sport.