rights
"Heated Rivalry" stars score cheeky ads in a tough environment for LGBTQ+ visibility
By Michael Wilke at LGBTQ Nation
· June 18, 2026
· 5 min read
The rising stars of the steamy, runaway HBO hit Heated Rivalry, which is about hockey players who repeatedly scored with each other, are now scoring with major advertisers too, even as Pride events struggle to hold on to sponsors. Their sculpted bottoms play important supporting roles. Related Accep
Key takeaway Related Acceptance of gay people improved a lot in the 2010s, but it's stagnating in the 2020s.
Why this matters
The success of Heated Rivalry's stars in landing major advertising deals suggests that big brands are becoming more comfortable with LGBTQ+ visibility, at least when it comes to popular and provocative content. This is notable given the current environment, where Pride events are struggling to hold on to sponsors and acceptance of gay people has stagnated in the 2020s. The fact that companies like Verizon and Peloton are willing to feature openly gay actors and themes in their ads indicates a potential shift in the way brands approach LGBTQ+ representation. However, the controversy surrounding Hudson Williams' past photo with a swastika drawn on his face also highlights the risks and complexities involved in navigating these issues. As LGBTQ+ representation continues to evolve, it will be important to watch how brands balance their desire to appeal to diverse audiences with the need to avoid controversy and ensure authenticity.
About this story
Original reporting by LGBTQ Nation . LGBTQ News surfaces reporting from trusted publishers and adds local editorial context so readers can quickly understand what a story means for their community. We attribute every source, link to the original report, and follow a documented editorial standards policy. To understand how stories are selected and reviewed, read our about page .
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Category: rights ·
Published: June 18, 2026 ·
Source: LGBTQ Nation ·
Reading time: 5 min
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Frequently asked about this story
What is this story about? The rising stars of the steamy, runaway HBO hit Heated Rivalry, which is about hockey players who repeatedly scored with each other, are now scoring with major advertisers too, even as Pride events struggle to hold on to sponsors. Their sculpted bottoms play important supporting roles. Related Accep
When was this published? This article was first published on June 18, 2026 by LGBTQ Nation and curated for LGBTQ News readers.
Who reported this story? This story was reported by Michael Wilke at LGBTQ Nation. To learn more about how LGBTQ News selects and reviews stories, see our editorial standards .
Where can I find related coverage? See more rights coverage from LGBTQ News, or browse our daily briefing and topic hubs .