The NHL is launching a new marketing campaign involving smutty romance stories, gay hockey lovers, and a massive online, female-driven subculture. Gone are the days of the “Broad Street Bullies.”

Seeking to capitalize on the popularity of hockey romance shows and books, such as “Off Campus” and “Heated Rivalry” (a story about two gay hockey players), the NHL has released a pair of short stories about real-life pros in a wink to the genre. The stories will feature Golden Knights captain Jack........

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