‘Who Are You Calling a Puck Bunny?’

Gendered Boundary Work and the Production of Legitimate Hockey Fandom

Abstract

This article explores the experiences of women fans of the Vegas Golden Knights (VGK), focusing on how they create their identities, manage gendered expectations, and participate in fan communities. As a National Hockey League expansion team in a non-traditional hockey market, the VGK offers a unique opportunity to understand how -fandom develops and how collective identity forms in a new market. Using a qualitative, multi-methods approach that includes netnographic analysis of online fan groups, ethnographic participant observation, and semi-structured interviews, this study examines how women negotiate legitimacy within a predominantly male sports culture. Results show that women fans actively perform symbolic boundary work, challenging stereotypes such as the ‘puck bunny’ label, and redefining and reclaiming these terms to assert authority, expertise, and a sense of belonging. Digital spaces are crucial sites where women work together to reshape mainstream narratives about women sports fans and set new standards for authenticity. By examining the connections among gender, sports, and cultural identity, this article contributes to broader discussions in cultural sociology, gender studies, and the sociology of sport, emphasizing women’s active role in shaping and transforming modern fandom cultures.