Upper Deck, a leading name in the trading card industry, has recently announced the extension of its exclusive licensing partnership with the NHL Alumni Association (NHLAA). This renewed agreement solidifies Upper Deck’s position as the sole producer of physical trading cards featuring over a thousand former NHL athletes, further enhancing the offerings available to hockey fans and collectors.
Jason Masherah, President of Upper Deck, sees the continuation of this partnership as a strategic move for the company. He recognizes the NHL Alumni Association’s important role in enriching Upper Deck’s product line, allowing them to feature trading cards and autographs of some of hockey’s greatest players, ultimately benefiting the collectibles market for enthusiasts.
The NHL Alumni Association, based in Ontario, has been actively working to support former NHL players and celebrate the sport’s rich history. One of their major initiatives is a group licensing program, launched in 2017, which allows the NHLAA to utilize the collective image rights of its members for commercial purposes. This program includes legendary players such as Wayne Gretzky, Mark Messier, Ray Bourque, and Steve Yzerman, among others, providing fans and collectors with an extensive range of trading card options.
The NHLAA’s broad commercial appeal is evident from its partnerships with several enterprises, including Upper Deck. In addition to trading cards, the association engages in various activities to support its members, such as player appearances, professional-amateur tournaments, career transition programs, and an annual stick auction. These initiatives serve to honor the past and celebrate the legacy of NHL legends.
Glenn Healy, the Executive Director of the NHL Alumni Association, expresses his enthusiasm for continuing the collaboration with Upper Deck and the importance of preserving the heritage of hockey. He highlights the significant role that Upper Deck trading cards have played in capturing and documenting the achievements of NHL players, allowing fans and collectors from different generations to cherish and celebrate the game’s revered alumni.
In an exciting development, Upper Deck has 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, providing fans and collectors with a new medium to connect with the history of hockey.
In conclusion, the extended licensing partnership between Upper Deck and the NHL Alumni Association reinforces Upper Deck’s exclusive rights to produce and distribute physical trading cards of former NHL players. The addition of digital trading cards further enriches the legacy of hockey, offering a new avenue for fans and collectors to engage with the sport’s history. This partnership ensures that the contributions of NHL legends will continue to be celebrated by fans for generations to come.
