Upper Deck, a prominent player in the trading card industry, has announced the renewal of its exclusive licensing partnership with the NHL Alumni Association (NHLAA). This strategic move solidifies Upper Deck’s position as the sole licensed producer of physical trading cards featuring over a thousand former NHL athletes.
President Jason Masherah explained the significance of this partnership, highlighting the NHLAA’s role in enhancing Upper Deck’s offerings. By featuring trading cards and autographs of hockey’s greatest players, Upper Deck enriches the collectibles market for enthusiasts and fans alike.
The NHL Alumni Association, based in Ontario, has actively supported former NHL players through its group licensing program since its launch in June 2017. This program allows the NHLAA to utilize the collective image rights of its members for commercial purposes, benefiting the association’s various programs and initiatives. With participation from legendary players like Wayne Gretzky, Mark Messier, and Ray Bourque, among many others, the NHLAA’s broad appeal has attracted several enterprises, including Upper Deck.
Glenn Healy, Executive Director of the NHL Alumni Association, expressed his excitement about continuing the collaboration with Upper Deck, emphasizing the significant role their trading cards have played in preserving the heritage of hockey. This renewed agreement promises to allow fans and collectors of different generations to cherish and celebrate the revered NHL Alumni who have shaped the game.
In an exciting development, Upper Deck revealed plans to expand its product line by introducing digital trading cards through its Evolution platform. This step towards blending traditional collecting with the digital age provides a new medium for fans and collectors 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 featuring former NHL players. Additionally, the introduction of digital trading cards marks a significant foray into the digital realm and enriches the legacy of hockey for a new era of fans and collectors.
