Upper Deck and NHL Alumni Association: A Winning Partnership
, by David Riska, 3 min reading time
In the world of sports memorabilia, few partnerships are as significant as the one between Upper Deck and the NHL Alumni Association (NHLAA). Recently, this relationship was further solidified when Upper Deck agreed to a long-term license extension with the NHLAA, a move that has excited fans and collectors alike.
Exclusive Rights for a Rich Legacy
Upper Deck, renowned for its high-quality trading cards, retains its exclusive rights as the licensed producer of physical trading cards for the NHLAA. This agreement covers over 1,000 former NHL players, ensuring that the legacy of hockey's greatest is preserved and celebrated. Jason Masherah, President of Upper Deck, emphasized the importance of this partnership, noting how it differentiates their product portfolio and honors the legends of hockey.
The NHLAA's Impact and Group Licensing Program
Based in Ontario, the NHLAA launched a group licensing program in June 2017. This innovative program allows the use of the collective personality rights of its members for the benefit of NHLAA programs. It's not just about trading cards; it's about preserving the history and personality of the sport. Legends like Wayne Gretzky, Mark Messier, and nearly 100 other Hall of Famers are part of this initiative, bringing an unparalleled richness to the collectibles market.
More Than Just Trading Cards
The partnership between Upper Deck and the NHLAA goes beyond trading cards. The NHLAA is engaged in various initiatives to support its members, including player appearances, pro-am tournaments, career transition programs, and annual stick auctions. These efforts not only celebrate the past but also support the ongoing welfare of former players.
A Future with Digital Collectibles
Looking ahead, Upper Deck is set to expand its offerings to include digital cards, although we are not a big fan. These will be available through Evolution, Upper Deck’s digital collectibles platform, marking a new era in sports memorabilia. This move acknowledges the growing trend towards digital collectibles, ensuring that the legacy of hockey's greats continues in the modern age.
Celebrating Hockey's Legacy
Glenn Healy, Executive Director of the NHL Alumni Association, expressed excitement about continuing to honor the past with Upper Deck. He noted the integral role of Upper Deck trading cards in preserving the legacy of hockey and the importance of this partnership in bringing fans closer to the history of the game.
A Partnership That Scores Big
The extended partnership between Upper Deck and the NHL Alumni Association is more than a business deal; it's a celebration of hockey's rich history. It ensures that the legends of the ice are remembered and honored, not just by current fans but by future generations. As the world of sports memorabilia evolves, this partnership stands as a testament to the enduring legacy of hockey's greatest players.
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