Title: Upper Deck Extends Licensing Partnership with NHL Alumni Association
Subtitle: Exclusive partnership ensures continued production of NHL trading cards and introduction of digital collectibles
Meta Description: Upper Deck and NHL Alumni Association renew partnership to produce physical and digital trading cards, preserving the legacy of hockey for fans and collectors.
Upper Deck, a prominent player in the trading card industry, has reaffirmed its commitment to hockey history and memorabilia by extending its licensing arrangement with the NHL Alumni Association (NHLAA). With this exclusive agreement, Upper Deck retains its position as the sole producer of physical trading cards featuring over a thousand former NHL athletes.
The renewal of the partnership between Upper Deck and NHLAA is a strategic move for the company, as stated by Jason Masherah, President of Upper Deck. Masherah emphasizes the crucial role that the NHL Alumni Association plays in enhancing Upper Deck’s offerings, allowing them to feature trading cards and autographs of many of hockey’s greatest players. This partnership enriches the collectibles market, catering to the growing demand of enthusiasts.
Headquartered in Ontario, the NHL Alumni Association actively supports former NHL players through various programs and initiatives. One such program is their group licensing program, introduced in June 2017, which utilizes the collective image rights of its members for commercial purposes. This program includes iconic hockey legends like 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.
While Upper Deck is among several enterprises engaged with the NHLAA, their renewed agreement reflects the association’s broad commercial appeal. In addition to trading cards, the NHLAA supports its members through player appearances, professional-amateur tournaments, career transition programs, an annual stick auction, and other activities that celebrate the sport and its legacy.
Glenn Healy, the Executive Director of the NHL Alumni Association, expressed excitement about continuing the collaboration with Upper Deck, a partnership focused on honoring the past. Healy highlights the significant role Upper Deck trading cards play in capturing and preserving the heritage of hockey. This renewed agreement promises to allow fans and collectors from different generations to cherish and celebrate the revered NHL Alumni who have made an indelible impact on the game.
In a thrilling development, Upper Deck has revealed 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 towards blending traditional collecting with the digital age, offering a new medium for fans and collectors to connect with the history of hockey.
In conclusion, the extended 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 foray into the realm of digital collectibles. This expansion enhances the legacy of hockey, appealing to a new era of fans and collectors who can now engage with NHL history in both physical and digital formats.