Upper Deck Extends Partnership with NHL Alumni Association, Expands into Digital Trading Cards

Title: Upper Deck Extends Partnership with NHL Alumni Association, Expands into Digital Trading Cards

Subtitle: Upper Deck and NHLAA collaborate to honor hockey’s legends and introduce digital collectibles

Meta Description: Upper Deck renews its partnership with the NHL Alumni Association, solidifying its role as the exclusive producer of physical trading cards and introducing digital collectibles.

Upper Deck, a prominent name in the trading card industry, has recently announced the renewal of its exclusive licensing partnership with the NHL Alumni Association (NHLAA). This agreement not only strengthens Upper Deck’s commitment to hockey history and memorabilia but also paves the way for the introduction of digital trading cards.

As the sole licensed producer of physical trading cards featuring over a thousand former NHL athletes, Upper Deck views this partnership as a strategic move. The President of Upper Deck, Jason Masherah, recognizes the NHLAA’s vital role in enhancing their offerings. By featuring trading cards and autographs of hockey’s greatest players, Upper Deck can cater to the enthusiasts in the collectibles market.

Operating from Ontario, the NHL Alumni Association actively supports former NHL players. Their group licensing program, launched in 2017, enables the utilization of its members’ collective image rights in commercial endeavors. This program includes renowned hockey legends like Wayne Gretzky, Mark Messier, Ray Bourque, Patrick Roy, Steve Yzerman, Jean Beliveau, Mats Sundin, Teemu Selanne, Johnny Bower, and numerous Hall of Fame inductees.

Upper Deck is among several enterprises engaged in business with the NHLAA, reflecting the broad commercial appeal of the association. In addition to trading cards, the NHLAA organizes player appearances, professional-amateur tournaments, career transition programs, and an annual stick auction. Through these initiatives, the association aims to celebrate the sport and its legacy.

Glenn Healy, the Executive Director of the NHL Alumni Association, expressed his excitement about the continued collaboration with Upper Deck. The partnership is dedicated to “Honoring the Past” and ensuring that Upper Deck trading cards capture and preserve the heritage of hockey. This renewed agreement will enable fans and collectors across generations to cherish and celebrate the esteemed NHL Alumni who have left an indelible mark on the game.

In a thrilling development, Upper Deck plans to expand its product line to include digital trading cards, which will be available through its Evolution platform. This move signifies the blending of traditional collecting with the digital age, providing fans and collectors with a new medium to interact with the history of hockey.

In conclusion, the extended licensing agreement between Upper Deck and the NHL Alumni Association solidifies Upper Deck’s exclusive rights to produce and distribute physical trading cards featuring former NHL players. Furthermore, the foray into digital collectibles marks an exciting step forward, enriching the legacy of hockey for a new era of fans and collectors.


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