Upper Deck, a leading name in the trading card industry, has recently announced the extension of its licensing partnership with the NHL Alumni Association (NHLAA). This agreement solidifies Upper Deck’s position as the exclusive producer of physical trading cards featuring over a thousand former NHL athletes.
Jason Masherah, President of Upper Deck, emphasized the strategic importance of this renewal for the company. He acknowledged the crucial role played by the NHL Alumni Association in enhancing Upper Deck’s offerings, allowing them to feature trading cards and autographs of hockey’s greatest players. This partnership enriches the collectibles market, offering enthusiasts a wide range of memorabilia to cherish.
The NHL Alumni Association, based in Ontario, has been actively supporting former NHL players through various programs and initiatives. One of their notable developments is the group licensing program, launched in 2017, which utilizes the collective image rights of its members for commercial purposes. This enables the NHLAA to generate revenue to support the association’s programs while benefiting the players involved. The program boasts the participation of hockey legends such as Wayne Gretzky, Mark Messier, and many Hall of Fame inductees.
Upper Deck’s involvement with the NHLAA highlights the association’s strong commercial appeal. Apart from trading cards, the NHLAA engages in player appearances, professional-amateur tournaments, career transition programs, and an annual stick auction. These initiatives celebrate the sport and its legacy while supporting former players.
Glenn Healy, the Executive Director of the NHL Alumni Association, expressed his excitement about continuing the collaboration with Upper Deck. The partnership aims to honor the sport’s past by preserving the heritage of hockey through trading cards. This renewed agreement enables fans and collectors from different generations to celebrate the iconic 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. These digital collectibles will be accessible through the company’s Evolution platform. This move represents a significant step toward blending traditional collecting with the digital age, providing fans and collectors with a new medium to connect with the history of hockey.
In conclusion, the extension of the 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 venture into the world of digital collectibles. This partnership enriches the legacy of hockey by offering a wide range of memorabilia for fans and collectors to enjoy, both in physical and digital formats.
