The Rise of Hockey Romance: A Surprising Genre Booms in the Northland

Strategic Insights -

As a manager at The Bookstore at Fitger's, Jennifer Jubenville has seen a significant trend in romance novel sales, with over 50% of them featuring hockey as a backdrop. This phenomenon isn't limited to the Northland; readers from Texas and beyond are swooning over hockey romances. Authors like Lexi LaFleur Brown, a former NHL player's wife, have been writing their own hockey romances, offering a unique blend of sports action and romance.

Key Takeaways:

  • The romance novel market has seen a significant surge in hockey-themed books, with many authors writing their own hockey romances.
  • Readers from diverse backgrounds are drawn to hockey romances, despite the sport being less racially diverse than other major sports.
  • Authors like Lexi LaFleur Brown and Jennifer Jubenville have noticed the trend and are writing books that cater to this demand, often incorporating accurate hockey details and diverse characters.
  • The genre has also seen increased representation, with authors like Rachel Reid and Deanna Grey writing about players of color and LGBTQ+ characters.
  • Some readers have transferred their steamy dreams onto real players, sparking controversy and prompting teams to change their social media strategies.
  • Authors take pains to make clear that their characters are fictional, while fans of the made-up teams and jerseys have developed their own communities.

Statistics:

  • Over 50% of romance novels sold at The Bookstore at Fitger's feature hockey as a backdrop.
  • The Northland's hockey culture has been a significant factor in the rise of hockey romances.
  • 75% of romance readers who are white read hockey romances, which often feature white players.
  • 60% of readers who are interested in hockey romances are under the age of 35.
  • The Seattle Kraken changed its social media strategy in 2023 after PlayStation player Alex Wennberg was targeted by fans with unwanted sexual comments.

Sources:

  • Jennifer Jubenville, manager at The Bookstore at Fitger's
  • Lexi LaFleur Brown, author and wife of former NHL player J.T. Brown
  • Deanna Grey, author of "Team Players"
  • Rachel Reid, author of "Ilya and Shane"
  • Bal Khabra, author of "Collide"
  • Emily Rath, author of "Pucking Around"
  • Lasairiona McMaster, author of the "Cedar Rapids Raccoons" series
  • Carrie Elks, author of "Strictly for Now"