Upper Deck, a prominent figure in the trading card industry, has recently announced the extension of its licensing agreement with the NHL Alumni Association (NHLAA). This partnership ensures that Upper Deck will remain the sole licensed producer of physical trading cards featuring over a thousand former NHL athletes, further solidifying its commitment to hockey history and memorabilia.
The decision to renew this partnership is a strategic move for Upper Deck, as stated by Jason Masherah, the President of the company. Masherah emphasized the essential role played by the NHLAA in enhancing Upper Deck’s offerings. By collaborating with the NHLAA, Upper Deck can feature trading cards and autographs of many of hockey’s greatest players, enriching the collectibles market for enthusiasts.
Headquartered in Ontario, the NHL Alumni Association actively supports former NHL players through various programs and initiatives. One such program is the group licensing program, launched in June 2017, which allows the NHLAA to utilize the collective image rights of its members for commercial purposes. This program features the participation of numerous hockey legends, including Wayne Gretzky, Mark Messier, Ray Bourque, Patrick Roy, Steve Yzerman, and Jean Beliveau, among others. Nearly a hundred Hall of Fame inductees contribute to the success and appeal of the NHLAA’s initiatives.
Upper Deck is among several businesses that engage in partnerships with the NHLAA, highlighting the broad commercial appeal of the association. While trading cards remain a pivotal aspect, the NHLAA’s initiatives go beyond that, supporting its members through player appearances, professional-amateur tournaments, career transition programs, and an annual stick auction, among other activities aimed at celebrating the sport and its legacy.
Glenn Healy, the Executive Director of the NHL Alumni Association, expressed his excitement about continuing the collaboration with Upper Deck, a partnership focused on ‘Honoring the Past’. He emphasized the significant role that Upper Deck trading cards have played in capturing and preserving the heritage of hockey. With this renewed agreement, fans and collectors from different generations can cherish and celebrate the revered NHL Alumni who have shaped the game.
In a thrilling development, Upper Deck revealed plans to expand its product line to include digital trading cards, available through its Evolution platform. This forward-thinking addition represents a significant step toward blending traditional collecting with the digital age. It provides a new medium for fans and collectors to connect with the rich 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 their entry into the world of digital collectibles. This expansion enriches the legacy of hockey for a new era of fans and collectors, ensuring the continued celebration of the sport and its iconic players.
