Title: Upper Deck and NHL Alumni Association Extend Exclusive Licensing Partnership
Subtitle: Upper Deck reaffirms commitment to hockey history and expands into digital collectibles.
Meta Description: Upper Deck renews its exclusive licensing agreement with NHL Alumni Association, solidifying its role as the sole producer of trading cards featuring former NHL players. The partnership also marks the expansion of Upper Deck into the digital collectibles market.
Upper Deck, the renowned trading card company, has recently renewed its exclusive 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, furthering the company’s commitment to preserving hockey history and memorabilia.
Jason Masherah, President of Upper Deck, considers this renewal a strategic move for the company. He recognizes the vital role played by the NHL Alumni Association in enhancing Upper Deck’s offerings by allowing them to feature trading cards and autographs of hockey’s greatest players. This partnership not only enriches the collectibles market but also ensures that enthusiasts have access to an extensive array of memorabilia.
The NHL Alumni Association, based in Ontario, has been actively supporting former NHL players. Their group licensing program, launched in June 2017, allows the NHLAA to utilize the collective image rights of its members for commercial purposes, with the proceeds benefitting various programs and initiatives. The program boasts the participation of legendary players such as Wayne Gretzky, Mark Messier, and many Hall of Fame inductees.
Upper Deck is one of several companies engaging in business with the NHLAA, reflecting the association’s broad commercial appeal. In addition to trading cards, the NHLAA participates in player appearances, professional-amateur tournaments, career transition programs, and an annual stick auction. These initiatives celebrate the sport and contribute to its legacy.
Glenn Healy, the Executive Director of the NHL Alumni Association, expressed his excitement about continuing the collaboration with Upper Deck, emphasizing their joint mission of ‘Honoring the Past’. He highlighted the significant role that Upper Deck trading cards have played in capturing and preserving the heritage of hockey. This renewed agreement ensures that fans and collectors from different generations can 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. These digital collectibles will be accessible through Upper Deck’s Evolution platform, bridging the gap between traditional collecting and the digital age. This expansion provides fans and collectors with a new medium to connect with the history of hockey.
Ultimately, this 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 significant venture into the realm of digital collectibles. By embracing the digital age, Upper Deck continues to enrich the legacy of hockey for a new era of fans and collectors.
