Upper Deck, a renowned player in the trading card industry, has recently reaffirmed its commitment to hockey history and memorabilia by extending its licensing partnership with the NHL Alumni Association (NHLAA). This agreement solidifies Upper Deck’s position as the sole authorized producer of physical trading cards featuring over a thousand former NHL athletes.
The renewal of this partnership is a strategic move for Upper Deck, as it allows them to continue their collaboration with the NHLAA to enhance their offerings. Jason Masherah, President of Upper Deck, emphasized the crucial role that the NHLAA plays in enriching the collectibles market for hockey enthusiasts. The partnership enables Upper Deck to feature trading cards and autographs of many of hockey’s greatest players, adding significant value to their products.
Headquartered in Ontario, the NHL Alumni Association has been actively working to support former NHL players. One of their key initiatives 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 has seen the participation of numerous hockey legends, including Wayne Gretzky, Mark Messier, Ray Bourque, and Patrick Roy, among others.
Upper Deck is not the only enterprise engaging in business with the NHLAA. This partnership reflects the broad commercial appeal of the association and its various initiatives beyond trading cards. The NHLAA actively supports its members through player appearances, professional-amateur tournaments, career transition programs, and an annual stick auction, among other activities. These efforts celebrate the sport and its legacy, while also benefiting former NHL players.
Glenn Healy, the Executive Director of the NHL Alumni Association, expressed his enthusiasm about the continued collaboration with Upper Deck. He emphasized the significant 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 from different generations to cherish and celebrate the revered NHL Alumni who have left an indelible mark on the game.
Excitingly, Upper Deck has announced plans to expand its product line to include digital trading cards. These digital collectibles will be available through Upper Deck’s Evolution platform, marking a significant step towards blending traditional collecting with the digital age. This addition provides a new medium for fans and collectors to connect with the history of hockey and further enrich the legacy of the sport.
In essence, the extended licensing agreement between Upper Deck and the NHL Alumni Association solidifies Upper Deck’s exclusive rights to produce and distribute physical trading cards featuring former NHL players. Additionally, this partnership signifies a foray into the realm of digital collectibles, expanding the avenues through which fans and collectors can connect with the rich history of hockey. This renewed commitment ensures that future generations of fans will have the opportunity to cherish and celebrate the iconic NHL Alumni who have shaped the game.
