Upper Deck, a prominent name in the world of trading cards, has recently announced the renewal of its exclusive licensing partnership with the NHL Alumni Association (NHLAA). This partnership solidifies Upper Deck’s position as the sole producer of physical trading cards featuring over a thousand former NHL athletes, further enhancing the company’s commitment to hockey history and memorabilia.
Jason Masherah, President of Upper Deck, underlined the strategic importance of this renewal. He emphasized the role that the NHL Alumni Association plays in enriching Upper Deck’s offerings, allowing the company to feature trading cards and autographs of some of hockey’s greatest players. This collaboration not only benefits Upper Deck but also enhances the collectibles market for avid enthusiasts.
The NHL Alumni Association, headquartered in Ontario, has been actively supporting former NHL players through various programs. One noteworthy initiative is the group licensing program, launched in June 2017, which allows the NHLAA to utilize the collective image rights of its members for commercial purposes. This program boasts the participation of numerous hockey legends, including Wayne Gretzky, Mark Messier, Ray Bourque, Patrick Roy, Steve Yzerman, Jean Beliveau, Mats Sundin, Teemu Selanne, Johnny Bower, and nearly a hundred Hall of Fame inductees.
Upper Deck is just one of several enterprises engaged in business with the NHLAA, highlighting the association’s commercial appeal. In addition to trading cards, the NHLAA’s initiatives encompass player appearances, professional-amateur tournaments, career transition programs, an annual stick auction, and more, all aimed at celebrating the sport and its rich legacy.
Glenn Healy, the Executive Director of the NHL Alumni Association, expressed his excitement about the continued collaboration with Upper Deck, which aims to “Honoring the Past.” He emphasized the crucial role that Upper Deck trading cards have played in capturing and preserving the heritage of hockey. This renewed agreement promises to allow fans and collectors of different generations to cherish and celebrate the revered NHL Alumni who have left an indelible mark on the game.
In an exciting development, Upper Deck revealed plans to expand its product line to include digital trading cards, which will be available through its Evolution platform. This expansion is a significant step towards blending traditional collecting with the digital age, providing a new medium for fans and collectors to connect with the history of hockey.
In conclusion, the renewed licensing agreement between Upper Deck and the NHL Alumni Association further solidifies Upper Deck’s exclusive rights to produce and distribute physical trading cards showcasing former NHL players. Additionally, the introduction of digital collectibles through the Evolution platform signifies Upper Deck’s commitment to enriching the legacy of hockey for a new era of fans and collectors.
