Avalanche’s record-selling Pride Night became a ‘Heated Rivalry’ celebration

Mary Myers is a huge football fan and loves the Denver Broncos.

As she put it though, being a women and a fan in male-dominated sports is not always welcoming. Myers and one of her best friends, Andrea Slora, are not big hockey fans. But like many other people, they are very much fans of “Heated Rivalry,” the Canadian television show that streamed on HBOMax in the United States and has become a pop culture phenomenon.

Myers, who is bisexual, read the “Game Changers” series of books by Canadian author Rachel Reid, on which the show is based, and then was tuned in when the show premiered on Thanksgiving. She recommended it to Slora, who is queer, and both “have been consumed by it.” So much so that Myers was at Ball Arena on Monday night, wearing a sweatshirt featuring the two main characters, Shane Hollander and Ilya Rozanov, with Slora, sporting a Boston Raiders shirt with No. 81 and Rozanov on the back.

Show’s popularity drives ticket sales

They weren’t alone. It was Pride Night for the Colorado Avalanche, and on the concourses, it was also a celebration of the show that has brought hockey to a whole new audience. Just in the span of a five-minute interview, six people came up to Myers and Slora to compliment them on the shirts they were wearing.

“One of my close coworkers is a huge Avs fan and she’s also queer,” Slora said. “So I was like, ‘OK, I have a spot here.’ Also, just seeing how into it she is, like she will watch the games when we’re at work and get so into it.”

The Avalanche has had a Pride Night on the promotional schedule for nearly a decade, and the organization was one of the first sports teams to participate in the Denver Pride Parade. The team did not incorporate specific “Heated Rivalry” themes into its plans for Monday evening, but it was easily its most successful Pride Night.

Sales on the Pride Night ticket packages were up 47% from last year, which was previously the best-selling night. A portion of the proceeds will go to You Can Play, a campaign that promotes inclusion and hopes to eradicate homophobia in sports.

There were some allusions to the show — the phrase “Heated Rivalry” was on the scoreboard before the game with the Avalanche and Detroit Red Wings logos, and “All The Things She Said,” which has become synonymous with the show, also played in the arena shortly before puck drop.

There’s also little question that the popularity of the show and the books helped drive the record sales.

“Heated Rivalry has been a conversation topic in the office,” Avs marketing director Megan Boyle said. “It’s pretty cool to see how many people that have never even watched hockey or cared too much about hockey have started to take interest in hockey and the Avalanche.

“I think it just shows that community and a sense of belonging is really important. That’s one of the biggest reasons why we continue to do Pride Night is to be part of our community.”