NHL ticket sales have experienced a notable upswing, potentially thanks to the popularity of the HBO series “Heated Rivalry.” According to a recent blog from SeatGeek, an online ticket marketplace, NHL ticket sales have surged compared to the same period last year.
The analysis by SeatGeek compared three separate weeks between November 2025 and January 2026 with the corresponding weeks from the previous year. The data revealed a remarkable 24% increase in the average number of tickets sold per game between two significant weeks, coinciding with the airing of the first episode of “Heated Rivalry.” This trend continued into the third week of the analysis, with ticket sales remaining significantly elevated.
Alongside increased sales, SeatGeek reported that ticket prices also rose sharply, increasing from an average of $127.84 in Week 1 to $142.40 by Week 2. Additionally, there has been a notable rise in first-time ticket purchasers and individuals buying tickets for the first time, suggesting a growing interest in attending NHL games.
SeatGeek’s Director of Category Marketing and Endorser Marketing, Chris Leyden, remarked on the impact of “Heated Rivalry,” stating that it has sparked interest in both hockey and the NHL. He noted that the rise in NHL ticket purchases is evident in the increased traffic on SeatGeek, where more individuals are exploring options for attending games, often as first-time spectators.
Though the NHL has yet to officially comment on these findings, Commissioner Gary Bettman expressed his appreciation for the series, having watched the entire first season in one sitting. He remarked on the captivating nature of the show, while also acknowledging its spicy content that may appeal particularly to younger audiences.
“Heated Rivalry,” which features a compelling storyline about two rival hockey players who become romantically involved, has also helped elevate its lead actors, Hudson Williams and Connor Storrie, to national recognition. The series is adapted from a book released in 2019 by author Rachel Reid, who has expressed her delight over the show’s unexpected success. She hopes that this achievement will inspire publishers to seek out and promote more queer romances in mainstream media.
The intersection of sports and compelling storytelling showcased in “Heated Rivalry” illustrates how cultural phenomena can effectively drive interest and participation in sports, fostering a new generation of fans and ticket buyers.