Sport and sexuality: the unexpected success of Heated Rivalry

20 January 2026 Research news item

In America and Canada, the series has had people captivated for months, while the Dutch eagerly await its release: Heated Rivalry, a six-part drama about two hockey players who are rivals on the ice but develop a romantic relationship off it. Communication scientist Joël Hendrix explains the origins of the hype, what makes the show so successful, and what impact the series could have. 'Financiers and streaming services thought the show was too explicit, but now everyone is raving about it.'

Ilya Rozanov and Shane Hollander are each other's biggest rivals. As star players for the Boston Raiders and the Montreal Metros, as well as for the national teams of Canada and Russia, they constantly try to beat each other. Meanwhile, they also get to know each other outside of the games and love blossoms between the two top athletes. But in the hypermasculine world of ice hockey, coming out seems to be out of the question. There is also a second storyline in the series, which focuses on veteran Scott Hunter and Christopher ‘Kip’ Grady. They meet in a smoothie bar and from that moment on there is an undeniable connection.

Viewers revel in the “forbidden love”, the struggle of two young men with their identity, and the competitive world of ice hockey. And let's not forget the many spicy sex scenes. It was precisely because of these explicit scenes that many companies did not dare to finance the show, which initially meant it was only available on the relatively small Canadian streaming service Crave.

‘But now everyone is raving about it,’ says Joël Hendrix. As a communication scientist, she researches how stories in entertainment media influence openness towards underrepresented groups, such as the LGBTQ+ community. ‘What is particularly striking, and what we don't often see in films and series, is queer joy: the positive feelings that come from embracing queerness as part of your identity.’

For her research, Hendrix interviewed many people within the LGBTQ+ community. In those interviews, it was frequently mentioned that many films and series make queerness the central problem and that the stories end badly. ‘Heated Rivalry describes a more positive story in which homosexuality and bisexuality are important themes, but certainly not the only ones. Of course, it's about ice hockey and professional athletes, but it's also about their emotional development and how they deal with the spotlight.’ Because you see so much more than just Ilya and Shane's sexuality, communication scientists would refer to this as respectful representation.

Cultural change in the world of sport?

The respectful representation and authenticity of the series, for example through the realistic portrayal of the development of self-acceptance, are two of the reasons for the immense popularity of Heated Rivalry, says Hendrix. ‘The series deals with universal themes such as identity, being yourself, and finding love. So, it would be too simplistic to dismiss Heated Rivalry as a gay romcom.’ And although Hendrix appreciates the extensive video analyses and blogs about Heated Rivalry, she believes they should go beyond the question “why do so many straight women also watch Heated Rivalry?”.

‘It's not an illogical question to ask. One explanation is that, unlike most Hollywood productions, it is not the woman but the man who is portrayed as a sex object. For the same reason, gay porn is also often watched by straight women.’ At the same time, the focus on which social groups watch the series and why keeps Heated Rivalry pigeonholed. ‘In that way, you assume that the series was primarily made for gay men, while the popularity of the series shows that it matters little or not at all which social group you belong to to appreciate the series. In the case of a romcom with heterosexual characters in the lead roles, no one would wonder why queer people watch it too.’

Hendrix finds the question of how top athletes view a series like this more interesting. ‘It would, of course, be very special if the series gave someone the courage to come out, but if it can offer support to athletes who are struggling with their identity, that is also positive.’ More generally, Heated Rivalry raises the question of what masculinity means in the world of sport. In the series, Ilya and Shane challenge the norm of what it means to be a man in that world. Could that also contribute to a cultural change in the NHL (the American-Canadian ice hockey league)?

Will and Grace Effect

Through her research, Hendrix knows that measuring the impact of a film or series is not easy. ‘You can ask people about their views, expose them to scenes from a series, and then ask them again later to see to what extent a shift has taken place. But people receive so much information every day that it is difficult to determine whether any shift is the result of the series or something else.’

Moreover, Hendrix emphasises that we should not overestimate the impact of individual series. ‘It's better to see it as a link in a larger movement.’ Nevertheless, series can be important links, precisely because they stimulate conversation. ‘In America, people talk about the Will & Grace Effect, which refers to the positive influence of the sitcom on the acceptance of gay and lesbian couples. This effect has never been tested, but the show is even seen as a springboard for the legalisation of same-sex marriage. Joe Biden, for example, said that the series was one of the factors that led him to support equal marriage.’

Taking more risks

Can Heated Rivalry become just as influential, or will it remain a hype? For Hendrix, that is still the most interesting question. ‘It's a hot topic of conversation and a second season has already been signed, so those are good signs, but of course we'll have to wait and see what the real impact of this series will be.’ According to Hendrix, what Heated Rivalry has already proven is that companies can take more risks with the series they finance. ‘Representation of underrepresented groups, if done well, does not have to be for a niche audience. And Heated Rivalry proves that media companies can be a little less cautious about this and invest more in it.’

Heated Rivalry will be available in the Netherlands via HBO Max from 23 January.

Contact information

Organizational unit: Faculty of Social Sciences
Theme: Diversity, Art & Culture, Media & Communication