Upper Deck, a leading name in the trading card industry, has recently announced the extension of its exclusive licensing partnership with the NHL Alumni Association (NHLAA). This renewed agreement solidifies Upper Deck’s role as the sole licensed producer of physical trading cards featuring over a thousand former NHL athletes.
Jason Masherah, President of Upper Deck, highlighted the strategic importance of this partnership. He emphasized the NHLAA’s crucial role in enhancing Upper Deck’s offerings and enriching the collectibles market for hockey enthusiasts. The NHLAA’s group licensing program, launched in 2017, allows the association to utilize the image rights of its members for commercial purposes, benefitting their various programs and initiatives.
The NHL Alumni Association, based in Ontario, actively supports former NHL players through a range of initiatives. Besides the trading card program, the NHLAA organizes player appearances, professional-amateur tournaments, career transition programs, and an annual stick auction. This comprehensive approach showcases the association’s commitment to celebrating the history and legacy of the sport.
Glenn Healy, Executive Director of the NHL Alumni Association, expressed his excitement about continuing the collaboration with Upper Deck. He emphasized the significant role of Upper Deck trading cards in capturing and preserving the heritage of hockey. This partnership aims to honor the NHL Alumni who have played a pivotal role in shaping the game, allowing fans and collectors from different generations to cherish and celebrate their contributions.
In addition to physical trading cards, Upper Deck has announced plans to expand its product line to include digital trading cards. These digital collectibles will be available through the company’s Evolution platform. This move represents a significant step towards blending traditional collecting with the digital age, providing fans and collectors with new opportunities to connect with the history of hockey.
In conclusion, the extension of the licensing agreement between Upper Deck and the NHL Alumni Association reaffirms Upper Deck’s position as the exclusive producer of trading cards featuring former NHL players. Furthermore, the inclusion of digital trading cards in Upper Deck’s product line marks an exciting new chapter in the world of hockey collectibles, offering fans and collectors a fresh way to explore and appreciate the legacy of the sport.