Title: Upper Deck Extends Licensing Partnership with NHL Alumni Association
Subtitle: Exclusive agreement strengthens physical and digital trading card offerings
Meta Description: Upper Deck renews partnership with NHL Alumni Association to produce physical and digital trading cards, capturing the legacy of hockey for fans and collectors.
Upper Deck, a prominent figure 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 exclusive partnership solidifies Upper Deck’s position as the sole licensed producer of physical trading cards featuring over a thousand former NHL athletes.
The decision to renew this partnership is seen as a strategic move for Upper Deck, with Jason Masherah, President of the company, highlighting the significant role the NHL Alumni Association plays in enhancing their offerings. By collaborating with the NHLAA, Upper Deck can feature trading cards and autographs of many of hockey’s greatest players, thereby enriching the collectibles market for enthusiasts.
The NHL Alumni Association, based in Ontario, has been actively working to support former NHL players. Their group licensing program, launched in June 2017, encompasses the collective image rights of its members for commercial purposes. This program includes hockey legends such as Wayne Gretzky, Mark Messier, Ray Bourque, Patrick Roy, and Steve Yzerman, contributing to the various programs and initiatives of the NHLAA.
Upper Deck’s partnership with the NHLAA is a testament to the association’s broad commercial appeal. Beyond trading cards, the NHLAA’s initiatives extend to 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 excitement about continuing the collaboration with Upper Deck, particularly in the context of ‘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 shaped the game.
In an exciting development, Upper Deck announced plans to expand its product line to include digital trading cards, accessible through its Evolution platform. This addition marks 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.
Overall, 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. This expansion enriches the legacy of hockey for a new era of fans and collectors, providing them with both physical and digital mediums to connect with the sport’s heritage.
