Title: Upper Deck and NHL Alumni Association Extend Exclusive Partnership
Subtitle: Upper Deck secures license to produce physical and digital trading cards featuring NHL alumni
Meta Description: Upper Deck and NHL Alumni Association renew agreement for production of physical trading cards and introduce digital collectibles to honor NHL legends.
Upper Deck, a prominent name in the trading card industry, has recently announced the extension of its licensing partnership with the NHL Alumni Association (NHLAA). This renewed agreement solidifies Upper Deck’s position as the sole licensed producer of physical trading cards featuring over a thousand former NHL athletes, while also introducing a new line of digital trading cards.
The decision to renew this exclusive partnership comes as a strategic move for Upper Deck. Jason Masherah, the President of the company, recognizes the pivotal role that the NHLAA plays in enhancing their offerings. By featuring trading cards and autographs of some of hockey’s greatest players, this collaboration further enriches the collectibles market for enthusiasts.
Headquartered in Ontario, the NHL Alumni Association has been actively working to support former NHL players. The launch of their group licensing program in June 2017 has been a significant development, allowing the NHLAA to utilize the collective image rights of its members for commercial purposes. This program includes participation from iconic hockey legends such as 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 entities engaged in business with the NHLAA, their continued partnership reflects the wide commercial appeal of the association. In addition to trading cards, the NHLAA’s initiatives include 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, expressed his excitement about the extended collaboration with Upper Deck, with a shared goal of “Honoring the Past.” He emphasized how Upper Deck trading cards have played a significant role in capturing and preserving the heritage of hockey. This renewed agreement promises to give fans and collectors from different generations the opportunity to cherish and celebrate the revered NHL Alumni who have shaped the game.
In an exciting development, Upper Deck also revealed plans to expand its product line by introducing digital trading cards through its Evolution platform. This innovative addition bridges the gap between traditional collecting and the digital age, offering a new medium for fans and collectors to connect with the history of hockey.
Overall, 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 featuring former NHL players but also marks an entry into the realm of digital collectibles. This expansion enriches the legacy of hockey, enticing a new era of fans and collectors to engage with and celebrate the esteemed NHL Alumni.
