Upper Deck, a prominent player in the trading card industry, has recently announced the renewal of its exclusive licensing partnership with the NHL Alumni Association (NHLAA). The agreement solidifies Upper Deck’s role as the sole licensed producer of physical trading cards featuring over a thousand former NHL athletes, reinforcing the company’s commitment to preserving hockey history and memorabilia.
Jason Masherah, President of Upper Deck, views the extension of this partnership as a strategic move for the company. He recognizes the valuable contribution of the NHL Alumni Association in enhancing Upper Deck’s offerings, enabling them to showcase trading cards and autographs of some of hockey’s greatest players, thereby enriching the collectibles market for avid enthusiasts.
The NHL Alumni Association, based in Ontario, has been actively working to support former NHL players. One of their significant initiatives, the group licensing program, launched in June 2017, allows 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, and Ray Bourque, among many others. The licensing arrangement with Upper Deck connects these players with fans and collectors, offering a tangible connection to the sport’s past.
Upper Deck’s partnership with the NHLAA is just one example of several enterprises engaging in business with the association. This reflects the broad commercial appeal of the NHL Alumni Association, whose initiatives extend beyond trading cards. The association supports its members through player appearances, professional-amateur tournaments, career transition programs, an annual stick auction, and various other activities that celebrate the sport and its legacy.
Glenn Healy, the Executive Director of the NHL Alumni Association, expressed his excitement about the renewed collaboration with Upper Deck, emphasizing the significant role that trading cards have played in capturing and preserving the heritage of hockey. This extended 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 revealed plans to expand its product line to include digital trading cards, 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 interact with the history of hockey. With digital collectibles gaining popularity, the partnership between Upper Deck and the NHLAA ensures that the legacy of the sport will be accessible to a new era of fans.
In conclusion, the renewed 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 the company’s expansion into the realm of digital collectibles. With this partnership, Upper Deck continues to honor and preserve the legacy of hockey, providing fans and collectors with unique opportunities to connect with the sport’s history.
