Upper Deck, a prominent figure in the trading card industry, has recently announced the renewal of its exclusive licensing partnership with the NHL Alumni Association (NHLAA). This move solidifies Upper Deck’s position as the sole authorized producer of physical trading cards featuring over a thousand former NHL athletes.
The decision to extend the partnership is seen as a strategic move by Upper Deck. Jason Masherah, President of the company, emphasizes the crucial role that the NHL Alumni Association plays in enriching Upper Deck’s offerings. Through this collaboration, Upper Deck is able to feature trading cards and autographs of hockey’s greatest players, enhancing the collectibles market for enthusiasts.
Based in Ontario, the NHL Alumni Association actively supports former NHL players and their various initiatives. The group licensing program, launched in 2017, allows the NHLAA to utilize the collective image rights of its members for commercial purposes, benefiting their programs and initiatives. This program boasts the participation of numerous hockey legends, including Wayne Gretzky, Mark Messier, Ray Bourque, Patrick Roy, Steve Yzerman, Jean Beliveau, Mats Sundin, Teemu Selanne, and Johnny Bower, along with almost a hundred Hall of Fame inductees.
Upper Deck is one of several companies that engage in business with the NHLAA, highlighting the broad commercial appeal of the association. In addition to trading cards, the NHLAA’s initiatives encompass player appearances, professional-amateur tournaments, career transition programs, an annual stick auction, and other activities aimed at celebrating the sport and its legacy.
Glenn Healy, Executive Director of the NHL Alumni Association, expresses his enthusiasm for continuing the collaboration with Upper Deck. This partnership is dedicated to “Honoring the Past” and recognizes the significant role that Upper Deck trading cards have played in capturing and preserving the heritage of hockey. The renewed agreement promises to allow fans and collectors of different generations to cherish and celebrate the esteemed NHL Alumni who have shaped the game.
Excitingly, Upper Deck reveals plans to expand its product line by introducing digital trading cards, which will be available through its Evolution platform. This move represents a significant step towards blending traditional collecting with the digital age, providing fans and collectors with a new medium to connect with the history of hockey.
In summary, 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, the introduction of digital collectibles marks an exciting entry into the realm of modern technology, enriching the legacy of hockey for a new era of fans and collectors.
