Heated Results: What Heated Rivalry Teaches Us About PR

Whether you overheard it on your lunch break, caught it in a Teams message, or saw it pop up on your TikTok for you page, everyone seems to be talking about hockey (sort of). And not because of the sport itself. Heated Rivalry, a queer hockey romance series, has quietly (and then very loudly) captured the internet’s attention. What started as a niche series has become both a cultural moment and a case study on how risk can be rewarding.

Don’t Underestimate the Power of Social Media

Heated Rivalry didn’t gain popularity because of a large marketing budget or a perfectly timed press release. It gained traction because fans cared enough to share over and over again. The show’s rise proves that when audiences are emotionally invested, they will do the marketing for you.

One of the most interesting elements of Heated Rivalry’s popularity is how little of its momentum came from official channels. Fan edits and commentary became the largest source of visibility. This short-form content felt like recommendations from friends and helped support the series. This matters because audiences are becoming skeptical of overt marketing. When audiences share scenes that impacted them, they’re inviting others into an emotional experience. That invitation appears more genuine than a traditional campaign.

Platforms like TikTok played an important role, especially due to how algorithms will push similar content. As the blog Put Me On Self Tape argues, Heated Rivalry works because it functions as a “prototype” for modern fandoms. Fans are no longer just watching a series; they analyze it and build a community around it. The show leaves space for participation, and audiences are eager to engage.

Less is in Fact More 

Another smart element of the show’s success is restraint. Limited official content meant fans were not overwhelmed. In gaps, speculation grew. From a PR perspective, this reinforces the value of quality over quantity. Heated Rivalry benefited from letting attention grow naturally by following the novel almost exactly.

What makes this especially interesting is the ripple effect beyond the series. As Blue Line Station shared, Heated Rivalry is arguably doing more for hockey’s cultural relevance than the National Hockey League is right now. The show has managed to humanize the sport and grow a fan base beyond the book. Viewers who might never have engaged with the sport otherwise, including myself, have begun attending hockey games and sharing related content.

Authenticity is Power

For PR professionals watching this unfold, Heated Rivalry shows that success starts with listening. Observing how fans talk, what they value, and where the boundaries are can matter more than messaging. Mainstream media has pushed similar actors, and choosing two unknown artists unintentionally helped fans connect more. You can cheer on the characters Shane and Ilya, while also supporting the actors Williams and Storrie. Personally, I’ll be waiting impatiently for the next season to drop. Not just because I’m invested, but because Heated Rivalry is proof that when audiences are given space to care, they’ll be willing to participate in marketing with you.

About Annah

Annah Stang is a senior at Grand Valley State University studying Marketing and Communications. She’s passionate about accessibility, storytelling, and how business practices can inspire social change. As the Marketing Project Manager for the GVSU Promotions Office, she assists in developing campaigns and supporting staff. She will earn her Master of Nonprofit Administration from Notre Dame in 2027, and hopes to work in Advancement roles.