
Upper Deck, a renowned player in the trading card industry, is reaffirming its commitment to hockey history and memorabilia through an extended licensing partnership with the NHL Alumni Association (NHLAA). This agreement solidifies Upper Deck’s position as the sole licensed producer of physical trading cards featuring over a thousand former NHL athletes, while also opening the doors to digital collectibles.
Jason Masherah, President of Upper Deck, views the renewal of this partnership as a strategic move. He recognizes the vital role the NHL Alumni Association plays in enhancing Upper Deck’s offerings by providing access to trading cards and autographs of some of hockey’s greatest players. For enthusiasts, this means an enriched collectibles market with the chance to own a piece of hockey history.
The NHL Alumni Association, headquartered in Ontario, actively supports former NHL players. Their group licensing program, initiated in June 2017, allows the NHLAA to utilize the collective image rights of its members for commercial purposes, benefiting the association’s various programs and initiatives. This program boasts the participation of numerous hockey legends such as Wayne Gretzky, Mark Messier, Ray Bourque, Patrick Roy, Steve Yzerman, Jean Beliveau, Mats Sundin, Teemu Selanne, Johnny Bower, and nearly a hundred Hall of Fame inductees.
It’s worth noting that Upper Deck is just one of several enterprises that engage in partnerships with the NHLAA, demonstrating the association’s broad commercial appeal. Beyond trading cards, the NHLAA supports its members through player appearances, professional-amateur tournaments, career transition programs, and an annual stick auction. These initiatives are all aimed at celebrating both the sport itself and the legacy of those who have contributed to its greatness.
Glenn Healy, the Executive Director of the NHL Alumni Association, expressed his enthusiasm for continuing the collaboration with Upper Deck, emphasizing the significant role that Upper Deck trading cards play in capturing and preserving the heritage of hockey. This renewed partnership promises to allow fans and collectors from different generations to cherish and celebrate the revered NHL Alumni who have played a key role in shaping the game.
In an exciting development, Upper Deck revealed plans to expand its product line to include digital trading cards, which will be accessible through its Evolution platform. This addition marks a significant step towards blending traditional collecting with the digital age, offering a new medium for fans and collectors to connect with the history of hockey. The introduction of digital trading cards will provide a unique and interactive experience for fans to engage with their favorite NHL legends.
In essence, this extended licensing agreement between Upper Deck and the NHL Alumni Association not only solidifies Upper Deck’s exclusivity to produce and distribute physical trading cards of former NHL players but also opens the door to digital collectibles. By embracing the digital era, Upper Deck is enriching the legacy of hockey, catering to the preferences of new generations of fans and collectors who crave innovative ways to celebrate the sport’s iconic players.