In a nation where hockey is a near-religious institution, a television series has skated into the global spotlight, challenging the sport's traditional narratives. Crave's adaptation of the queer romance novel 'Heated Rivalry' has become a worldwide hit, a fact that is causing particular delight and introspection in its country of origin: Canada.
Reimagining a National Sport from the Periphery
The series, based on Nova Scotian author Rachel Reid's 2019 bestselling novel, arrives in a complex cultural landscape. Hockey in Canada, while beloved, carries a fraught history marred by incidents of racism, misogyny, and homophobia. As recently as July of last year, six months before 'Heated Rivalry' aired, five junior hockey players were acquitted of sexual assault. To this day, the National Hockey League (NHL) has no openly gay players.
Writer-director Jacob Tierney, who grew up in the hockey-sacred city of Montreal, and author Reid, a self-described hockey fanatic, have combined their adoration for the game to reimagine its possibilities. They have crafted a tender, erotic romance between rival players Shane Hollander and Ilya Rozanov, portrayed by actors Hudson Williams and Connor Storrie. The show is unapologetically Canadian, from a character's favourite ginger ale to iconic trips to the cottage, offering an outsider tale that resonates with how many Canadians view themselves on the world stage.
A Uniquely Canadian Production Phenomenon
The success of 'Heated Rivalry' has ignited a swell of national pride precisely because it is an all-Canadian production. When Americans on social media mistakenly refer to it as an HBO Max show, they are quickly corrected that it is produced by the Canadian streaming service Crave. There is a characteristically Canadian satisfaction in seeing public funds from the Canadian Media Fund supporting the show's creation.
The impact is tangible. Canada's only national book chain, Indigo, reported sales for the 'Heated Rivalry' novel are up 5,805% since the show aired. The next book in Reid's series, 'Unrivaled', immediately became the chain's biggest pre-order romance title ever upon announcement. This commercial frenzy highlights a self-admitted national trait: a tendency to undervalue homegrown artists until they find success south of the border.
Cultural Ripples and Elbows-Up Advocacy
The series has transcended the screen, influencing tourism and local culture. Ottawa Tourism cheekily changed its social media bio to the "birthplace of Shane Hollander," while Hamilton, Ontario, where filming took place, is marketing its locations. Conservative cities are finding refreshing new ways to promote themselves through queer storytelling.
The show's timing feels politically potent. The phrase "Elbows Up!"—a rallying cry borrowed from hockey legend Gordie Howe and adopted by politicians—symbolises a stance of both defence and assertion. Tierney embodied this in shielding the story's erotic heart from studios that wanted to dilute its queer romance. The result is a cultural juggernaut that has spawned queer dance parties, drag brunches, and a passionate fan campaign to bring Crave's next series, the lesbian slow-pitch comedy 'Slo Pitch', to an international audience.
At its core, 'Heated Rivalry' represents a pivotal moment. It demonstrates the powerful appetite for stories that reclaim space within traditional institutions. As the series continues to score goals with audiences worldwide, it challenges Canada, and the sporting world at large, to keep its elbows up and embrace a more inclusive future.
