Fenway Park in Boston was transformed into a themed celebration of "Heated Rivalry" on 31 August, as Harlequin and HarperCollins Canada marked the success of Rachel Reid's bestselling queer hockey romance series with a sold-out promotional event. The takeover, held during a Red Sox game against the Seattle Mariners, drew 12,000 fans and underlined how the books' television adaptation for Crave and HBO has turned the romance between characters Shane Hollander and Ilya Rozanov into a global phenomenon, reflecting a broader shift towards more inclusive storytelling in the romance publishing industry.

The event featured themed food and drinks, a "Club Hollanov" fan area, a rooftop bar styled as "The Cottage" after a line from the series, and merchandise including an exclusive branded cap, alongside a pregame DJ set from UK artist Harrison. Harlequin CEO Craig Swinwood said all 12,000 tickets, including 2,500 VIP passes, sold out within days, calling it unprecedented fandom for romance books at this scale. He credited Reid with opening doors for other romance authors and argued publishers are only now catching up to the diversity that has always existed among romance readers.