The producers of Heated Rivalry have turned a fictional charity from the story into a real one. Jacob Tierney and Brendan Brady launched the Irina Foundation on Tuesday, a fund to promote inclusivity and mental well-being through sports and arts programs.
The Toronto-based company Accent Aigu Entertainment, which Tierney and Brady co-founded, announced the foundation on Instagram. The timing matched opening day of the 2026-27 NHL season, a nod to the hockey romance that made the show a hit. It focuses on LGBTQIA2S+ and underserved communities.
The name comes from the books. In Rachel Reid’s Game Changers novels, hockey players Shane Hollander and Ilya Rozanov start a charity in honor of Ilya’s late mother, Irina, who struggled with her mental health. Their version funds a youth hockey camp that promotes inclusion and raises awareness of mental illness. Reid welcomed the real-world version in the comments of the announcement, writing that she was excited about it.
The structure differs from the fictional model. The foundation is a donor-advised fund set up in Canada through TD Wealth’s Private Giving Foundation. It does not run programs itself. It will back established nonprofits whose existing arts and sports programs match its mission. Kate Spade New York is the inaugural donor, and the men’s grooming company Harry’s has signed on as an early supporter.
Jayme Alter Wilson, president of Accent Aigu, explained the choice of name. Irina, she said, represents “something much bigger” within the story: the idea that everyone behind a struggle deserves visibility, love and support.
The launch builds on fan fundraising already tied to the series, which the foundation plans to continue. It also arrives as the Crave original series heads into its second season, which began production in Canada last month. Fans have spent the wait between seasons raising money for causes linked to the show, and the new fund gives that energy a permanent home.
