Upper Deck, a prominent player in the trading card industry, has recently announced the extension of its exclusive licensing partnership with the NHL Alumni Association (NHLAA). This renewal solidifies Upper Deck’s position as the sole licensed producer of physical trading cards featuring over a thousand former NHL athletes.
The President of Upper Deck, Jason Masherah, emphasized the importance of this renewed partnership. He highlighted the significant role played by the NHLAA in enhancing Upper Deck’s offerings, allowing collectors to access trading cards and autographs of some of hockey’s greatest players. This collaboration aims to enrich the collectibles market for enthusiasts and strengthen the connection between hockey fans and its history.
The NHL Alumni Association, based in Ontario, has been actively supporting former NHL players through various programs and initiatives. One of their pivotal developments is the group licensing program, launched in 2017, which enables the NHLAA to utilize the collective image rights of its members for commercial purposes. This program includes participation from hockey legends such as Wayne Gretzky, Mark Messier, Ray Bourque, Patrick Roy, and Steve Yzerman, among others.
Upper Deck is not the only enterprise that recognizes the commercial appeal of the NHLAA. Many companies engage in business with the association due to its broad reach and influence. The NHLAA’s initiatives extend beyond trading cards and 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 enthusiasm for continuing the 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 shaped the game.
In an exciting development, Upper Deck announced plans to expand its product line to include digital trading cards, available through its Evolution platform. This expansion represents a significant step toward blending traditional collecting with the digital age, providing 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 solidifies Upper Deck’s exclusive rights to produce and distribute physical trading cards of former NHL players. Additionally, with the introduction of digital collectibles, Upper Deck is embracing the digital age and enriching the hockey legacy for a new era of fans and collectors. This partnership renewal signifies Upper Deck’s continued commitment to honoring the past and celebrating the sport’s rich history.
