Upper Deck Continues Exclusive Deal with NHL Alumni for Trading Cards

• Posted: January 18, 2024, 11:51 pm
• in Sports Card News
• by bionic

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Upper Deck, renowned in the trading card industry, has recently reaffirmed its commitment to hockey history and memorabilia by extending its licensing arrangement with the NHL Alumni Association (NHLAA). This agreement cements Upper Deck's role as the sole licensed producer of physical trading cards featuring an extensive array of over a thousand former NHL athletes.

The renewal of this partnership is a strategic move for Upper Deck, according to Jason Masherah, President of the company. He highlighted the crucial role 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, thereby enriching the collectibles market for enthusiasts.

Based in Ontario, the NHL Alumni Association has been actively working to support former NHL players. Their group licensing program, launched in June 2017, has been a pivotal development. It enables the NHLAA to utilize the collective image rights of its members for commercial purposes, benefiting the various programs and initiatives of the NHLAA. This program includes participation from a host of hockey legends, including 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.

Upper Deck is among several enterprises engaging in business with the NHLAA, reflecting the broad commercial appeal of the association. Beyond trading cards, the NHLAA’s initiatives extend to supporting its members through player appearances, professional-amateur tournaments, career transition programs, an annual stick auction, among other activities, all aimed at celebrating the sport and its legacy.

Glenn Healy, the Executive Director of the NHL Alumni Association, expressed his enthusiasm about continuing the collaboration with Upper Deck, a partnership aimed at 'Honoring the Past'. 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 been instrumental in shaping the game.

In an exciting development, Upper Deck disclosed plans to expand its product line to include digital trading cards, which will be available through its Evolution platform. This addition marks 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 essence, this 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, thereby enriching the legacy of hockey for a new era of fans and collectors.