Upper Deck, a dominant name in the trading card industry, has recently announced the extension of its licensing agreement with the NHL Alumni Association (NHLAA). This renewed partnership solidifies Upper Deck’s position as the sole licensed producer of physical trading cards featuring a vast collection of over a thousand former NHL athletes.
Jason Masherah, President of Upper Deck, sees this renewed partnership as a strategic move. He emphasizes the significance of the NHLAA in enhancing the company’s offerings, enabling them to feature trading cards and autographs of hockey’s greatest players. This collaboration further enriches the collectibles market for enthusiasts and fans alike.
The NHL Alumni Association, based in Ontario, has been actively involved in supporting former NHL players. The launch of their group licensing program in June 2017 has been a game-changer. This program allows the NHLAA to utilize the collective image rights of its members for commercial purposes, benefiting various programs and initiatives. With the participation of hockey legends such as Wayne Gretzky, Mark Messier, and Patrick Roy, among others, the NHLAA’s group licensing program has gained immense traction.
Upper Deck is not the only enterprise recognizing the commercial appeal of the NHLAA. Several other companies have engaged in business partnerships with the association, highlighting the broad reach of their initiatives. Apart from trading cards, the NHLAA actively supports its members through player appearances, professional-amateur tournaments, career transition programs, and an annual stick auction, all 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, emphasizing the vital role that their trading cards play 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 revered NHL Alumni who have played a significant role in shaping the game.
In a move that adds to the excitement, Upper Deck has disclosed plans to expand its product line to include digital trading cards, which will be available through its Evolution platform. This expansion represents 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 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 foray into the realm of digital collectibles. This partnership allows for the enrichment of hockey’s legacy for a new era of fans and collectors, bridging the gap between traditional and digital collecting platforms.
