Upper Deck, a prominent player in the trading card industry, has recently renewed its exclusive licensing partnership with the NHL Alumni Association (NHLAA). This agreement ensures that Upper Deck remains the sole licensed producer of physical trading cards featuring over a thousand former NHL athletes, further solidifying its dedication to hockey history and memorabilia.
The decision to extend this partnership is a strategic move for Upper Deck, as stated by Jason Masherah, President of the company. Masherah emphasizes the vital role that the NHLAA plays in enhancing Upper Deck’s offerings, enabling them to showcase trading cards and autographs of some of hockey’s greatest players and enhancing the collectibles market for enthusiasts.
The NHL Alumni Association, based in Ontario, has been actively supporting former NHL players. Their group licensing program, launched in 2017, allows the NHLAA to utilize the collective image rights of its members for commercial purposes, benefiting various programs and initiatives. This program brings together hockey legends such as Wayne Gretzky, Mark Messier, Ray Bourque, Patrick Roy, Steve Yzerman, and many more, including nearly a hundred Hall of Fame inductees.
Upper Deck is just one of many enterprises involved in partnerships with the NHLAA, highlighting the association’s broad commercial appeal. Beyond trading cards, the NHLAA supports its members through player appearances, professional-amateur tournaments, career transition programs, and an annual stick auction, all aimed at celebrating the sport and its legacy.
Glenn Healy, the Executive Director of the NHL Alumni Association, expresses enthusiasm about the continued collaboration with Upper Deck, emphasizing the significant role that Upper Deck trading cards play in capturing and preserving the heritage of hockey. With this renewed agreement, fans and collectors from different generations can cherish and celebrate the revered NHL Alumni who have shaped the game.
In an exciting development, Upper Deck announces plans to expand its product line to include digital trading cards, which will be accessible through its Evolution platform. This expansion represents a significant step in merging traditional collecting with the digital age, offering 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 not only solidifies Upper Deck’s exclusive rights to produce and distribute physical trading cards of former NHL players but also marks a venture into the world of digital collectibles. This move further enriches the legacy of hockey for a new era of fans and collectors, providing them with a range of options to engage with their favorite sport and its iconic players.
