Upper Deck, the renowned trading card company, has solidified its commitment to preserving hockey history by renewing its exclusive licensing partnership with the NHL Alumni Association (NHLAA). This strategic move reaffirms Upper Deck’s role as the sole producer of physical trading cards featuring over a thousand former NHL athletes, while also expanding its offerings to include digital trading cards.
Jason Masherah, President of Upper Deck, emphasized the importance of the NHLAA’s involvement in enhancing the company’s offerings. Through this partnership, Upper Deck is able to feature trading cards and autographs of hockey’s greatest players, enriching the collectibles market for fans and enthusiasts alike.
The NHL Alumni Association, based in Ontario, actively supports former NHL players through various programs and initiatives. Their group licensing program, launched in 2017, allows the NHLAA to utilize the image rights of its members for commercial purposes, benefiting the association’s programs. This program includes participation from hockey legends such as Wayne Gretzky, Mark Messier, and Patrick Roy.
Upper Deck is just one of several companies engaging in partnerships with the NHLAA, highlighting the association’s broad commercial appeal. In addition to trading cards, the NHLAA supports its members through player appearances, tournaments, career transition programs, and an annual stick auction, all aimed at celebrating the sport and its legacy.
Glenn Healy, Executive Director of the NHL Alumni Association, expressed his excitement about the continued collaboration with Upper Deck, emphasizing the role of trading cards in capturing and preserving hockey heritage. This renewed agreement allows fans and collectors from different generations to cherish and celebrate the 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 through its Evolution platform. This move represents a significant step towards blending traditional collecting with the digital age, giving fans and collectors a new medium to connect with the history of hockey.
Overall, 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, their foray into digital collectibles marks an exciting expansion, allowing fans and collectors to continue celebrating the legacy of hockey in a new era.
