Heated Rivalry, a queer ice hockey romcom that premiered in November, is making waves beyond TV screens. The show has boosted attendance at NHL games in North America and fueled hockey interest in Australia. Based on Rachel Reid's book series, the story follows Canadian Shane Hollander and Russian Ilya Rozanov as rivals who fall in love. The show explores queer love and acceptance in men’s professional hockey, a sport known for its hypermasculinity and homophobia. Dr Ryan Storr, diversity and inclusion expert, praised the show for showing the secret struggles and mental health impacts faced by closeted athletes. "Too often LGBTIQA+ athletes are hidden, silenced, or openly vilified," said Storr. He believes Australian sport can learn from the show and become more inclusive. Australian athletes like NBA’s Isaac Humphries and footballer Josh Cavallo have come out publicly, but homophobia still exists. Cavallo accused his former club Adelaide United of homophobia. Heated Rivalry’s success shows there is a strong market for LGBTQ+ inclusive sports culture. Dr Kyle Rich, sports management professor from Canada, warned that hockey culture has serious problems with toxic masculinity but agreed shows like Heated Rivalry can help change perceptions. In Australia, queer hockey clubs like Southern Lights Ice Hockey in Melbourne are growing. Founder Kade Matthews said, "Heated Rivalry gives people the courage to get in contact with us because they’ve finally seen a version of sport that includes them." The show appeals to young Australians who usually dislike sports, attracting social media fans and sparking fresh conversations. Even Team Canada’s social media team engaged fans by offering merchandise seen on the show, boosting popularity. Matthews urged sporting bodies to support grassroots queer clubs that currently rely on volunteers. "It’s time for these organisations to get on board, listen to the clubs already doing the work, and proactively support them," he said. Heated Rivalry proves that diverse stories and inclusive culture can drive both business and social progress in sports.