Upper Deck, a renowned name in the trading card industry, has recently extended its licensing partnership with the NHL Alumni Association (NHLAA). This agreement solidifies Upper Deck’s role as the sole licensed producer of trading cards featuring over a thousand former NHL athletes.
According to Jason Masherah, President of Upper Deck, the renewal of this partnership is a strategic move for the company. He emphasized the value of the NHL Alumni Association in enriching Upper Deck’s offerings, as it allows them to feature trading cards and autographs of many of hockey’s greatest players. This collaboration aims to enhance the collectibles market for hockey enthusiasts.
The NHL Alumni Association, based in Ontario, is actively involved in supporting former NHL players. Since its launch in June 2017, their group licensing program has been a significant development. It enables the NHLAA to use the collective image rights of its members for commercial purposes, benefiting the various programs and initiatives of the association. The program includes participation from hockey legends such as Wayne Gretzky, Mark Messier, and Patrick Roy, among many others.
Upper Deck’s partnership with the NHLAA reflects the broad commercial appeal of the association. The NHLAA’s initiatives go beyond trading cards and involve supporting its members through player appearances, professional-amateur tournaments, career transition programs, and an annual stick auction. These activities aim to celebrate the sport of hockey and its rich legacy.
Glenn Healy, the Executive Director of the NHL Alumni Association, expressed his enthusiasm for continuing the collaboration with Upper Deck. He emphasized the significant role played by Upper Deck trading cards in capturing and preserving the heritage of hockey. This renewed agreement promises to allow fans and collectors from different generations to cherish and celebrate the NHL Alumni who have shaped the game.
In an exciting development, Upper Deck announced its plans to expand its product line to include digital trading cards, which will be available through its Evolution platform. This expansion 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.
In conclusion, the extended 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 foray into the realm of digital collectibles. This partnership aims to enrich the legacy of hockey for a new era of fans and collectors, combining the traditional charm of physical cards with the modern appeal of digital content.
