For decades, hockey has carried a reputation as a niche, male-dominated sport defined by aggression and physicality. While long-time fans embrace the intensity, the sport has struggled to attract new and diverse audiences; it’s always stayed in one “comfortable community.” Recently, however, hockey has rebranded; not only by the game itself but by pop culture, social media and celebrity influence that has made the sport newly appealing, especially to young women.
A key driver of hockey’s rising popularity is its presence in pop culture. From movie stars to music artists, etc., they have played an unexpected but powerful role in reshaping the sports image. One of the most influential forces behind the shift has been the hit show ‘Heated Rivalry.’ Unlike traditional hockey narratives that focus solely on competition and toughness, ‘Heated Rivalry’ centers around vulnerability, emotion, identity and relationships with the hockey world. By humanizing players and emphasizing vulnerability, the story invites the audience, many of whom had little prior interest in hockey, into the sport. ‘Heated Rivalry’ became an unexpected getaway, providing that hockey culture could be inclusive, emotionally engaging, and worth paying attention to. As interest grows in narrative centered on emotionally open, yearning men, heated rivalry offered a powerful reimagining of hockey masculinity through the story of two gay players whose forbidden love is rooted in vulnerability, identity, and profound emotional connection.
Pop culture has continued to push hockey rebrand forward, and, for example, music artist Tate McRae has played a huge role in bringing hockey aesthetics into the mainstream. When she released her album ‘Think Later’ in 2023, many women were introduced to hockey culture through fashion visuals and the overall vibe surrounding her work and the marketing that went into the album. More recently, Tate has been spotted supporting NHL star Jack Hughes at his games, bringing that same hockey aesthetic back into the spotlight. This time, however, it’s reaching an entirely new group of fans, many of whom probably weren’t around during the ‘Think Later’ era.
At the same time, the popularity of ‘Heated Rivalry’ and Tate McRae’s subtle soft launch of her relationship with Jack Hughes feels perfectly timed. Together, these moments have helped normalize hockey within youth and influencer culture, making the sport feel less intimidating and more inviting, especially for women who may have never seen themselves as hockey fans before.
Social media has only accelerated this shift. Platforms like TikTok and Instagram prioritize personality-driven content over game statistics, allowing hockey players to appear more relatable and human. NHL’s social media teams do a great job of capturing behind-the-scenes locker room moments to game day fashion and fan interaction, proving how hockey feels more accessible, more personal, and far more culturally relevant than it once did.
College hockey has also emerged as a welcoming entry point for new fans with smaller arenas and strong campus communities. College rinks provide a low-pressure environment, where curiosity can easily turn into a fandom. As the social media manager for my university’s ice hockey club team, I’ve witnessed how many first-time attendees become invested simply through exposure to the energy and accessibility of the sport.
Before I became social media manager, the team barely had a presence on campus. I didn’t even know we had a hockey team, but once I took on the role and started posting consistently, being up-to-date with the trends, making their account more eye-catching, more people became aware of the team and actually wanted to show up to their games. Proving that social media alone can turn an overlooked program into a visible and engaging part of campus culture.
Hockey rebrand is not about abandoning its roots. It’s about expanding who feels welcome. Through pop culture moments like heated rivalries, celebrity influences and accessible college spaces, hockey is proving that it can evolve and that a new generation is ready to fall in love with the game of ice hockey.