BookTok

Trends

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NHL courts BookTok readers with hockey romance campaign●The NHL is skating on thin ice by cozying up to BookTok https://www.fastcompany.com/91616277/the-nhl-hot-for-hockey-campMmastodon Sport Sports218 h ago
The National Hockey League is leaning into BookTok, TikTok's romance-reading community, with a new marketing campaign aimed at the audience behind the surge of hockey-themed romance novels. Fast Company argues the league is taking a risk by aligning its brand with a fandom known for obsessive scrutiny. The campaign draws on the 'hockey romance' book trend, which has turned players into fictional heartthrobs and brought new, largely female fans to the sport.