Upper Deck, a renowned name in the trading card industry, has recently reaffirmed its commitment to preserving hockey history and memorabilia by extending its licensing arrangement 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.
The president of Upper Deck, Jason Masherah, sees the NHL Alumni Association as a key partner in enhancing the company’s offerings. By featuring trading cards and autographs of hockey’s greatest players, this partnership enriches the collectibles market for enthusiasts and celebrates the legacy of the sport.
The NHL Alumni Association, based in Ontario, actively supports former NHL players. One significant program is their group licensing initiative, launched in June 2017, which allows the NHLAA to utilize the collective image rights of its members for commercial purposes. This program includes the participation of hockey legends such as Wayne Gretzky, Mark Messier, Ray Bourque, and Patrick Roy, among many others.
Upper Deck is one of several enterprises engaging in business with the NHLAA, highlighting the broad commercial appeal of the association. Apart from trading cards, the NHLAA supports its members through various initiatives such as player appearances, tournaments, career transition programs, and an annual stick auction. These activities aim to celebrate the sport and its legacy.
Glenn Healy, the Executive Director of the NHL Alumni Association, expressed his enthusiasm for continuing the collaboration with Upper Deck, emphasizing the vital role that Upper Deck trading cards play in capturing and preserving hockey heritage. This renewed agreement promises to allow fans and collectors from different generations to cherish and celebrate the revered NHL Alumni who have shaped the game.
In an exciting development, Upper Deck revealed its plans to expand its product line to include digital trading cards available through its Evolution platform. This expansion marks 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 summary, 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 an entrance into the digital collectibles market. This partnership enriches the legacy of hockey for a new era of fans and collectors, bridging the gap between traditional and digital forms of memorabilia.