A league spokesperson did not explain why the stories were removed from Spotify. 

“As a start of the season concept, these were matchup specific posts created by authentic authors, illustrators and voice actors designed to run during our opening games in the first week. Our marketing now is focused around many other activations including our Hockey Hits Different celebrity campaign, tune-in messages and other initiatives,” the league spokesperson said.

No actual romance was involved in the audio stories, but they did evoke a similar feel to the style that hockey romance novels are meant to convey.

The SBJ report announcing the campaign indicated that the league had contracted popular hockey romance authors to write and narrate the stories released by the NHL. 

Among the first installments released was one featuring Jack Eichel and another that included Sebastian Aho. 

NHL commissioner Gary Bettman told reporters in Pittsburgh that the “data is overwhelming in terms of new fans that we acquired last year who were first introduced to hockey either through Off Campus or Heated Rivalry” before adding that “since it seems to be a cultural phenomenon, we figured why not get on board.”

The NHL’s endeavor into the hockey romance novel or “BookTok” space shouldn’t come as too much of a surprise, considering the popularity Bettman noted, but the league’s somewhat checkered history with it does raise some eyebrows. 

Three years ago, former Kraken forward Alex Wennberg, who now plays for the Sharks, and his wife, Felicia, had to put out a statement condemning the “BookTok” fan fixation on Wennberg that she described as “​​sexual harassment, inappropriate comments.” 

“What doesn’t sit with me is when your desires come with sexual harassment, inappropriate comments and the fact that, with the Internet, we can normalize behavior that would never be OK if we flipped the genders around to a guy doing this to a female athlete,” she wrote at the time.