rights
"Heated Rivalry" stars score cheeky ads in a tougher 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 ability of Heated Rivalry stars to secure major advertising deals suggests that some brands are still willing to associate themselves with LGBTQ+ content, despite a broader trend of stagnating acceptance of gay people in the 2020s. The fact that companies like Verizon and Peloton are featuring these actors in their ads, often in a playful and cheeky manner, indicates that they see value in reaching LGBTQ+ audiences and allies. However, the controversy surrounding Hudson Williams' past photo with a swastika drawn on his face, which led Peloton to remove its ads featuring him, highlights the risks and complexities of celebrity endorsements. The willingness of big brands to provide product placements in Heated Rivalry, a show known for its explicit content, also contrasts with the struggles of Pride events to hold on to sponsors, suggesting that corporate support for LGBTQ+ visibility can be inconsistent and dependent on the context.
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 .