Upper Deck, a prominent player in the trading card industry, has recently announced the renewal of its licensing partnership with the NHL Alumni Association (NHLAA), further solidifying its commitment to hockey history and memorabilia. This exclusive agreement establishes Upper Deck as the sole authorized producer of physical trading cards featuring over a thousand former NHL athletes.

The decision to extend this partnership is part of an overall strategic move by Upper Deck, as explained by Jason Masherah, President of the company. He emphasized the invaluable role that the NHLAA plays in enhancing Upper Deck’s products, allowing them to feature trading cards and autographs of numerous hockey legends. Through this collaboration, Upper Deck aims to enrich the collectibles market for sports enthusiasts.

Based in Ontario, the NHL Alumni Association actively supports former NHL players through various initiatives. One notable development is the group licensing program, launched in June 2017, which enables the NHLAA to utilize the collective image rights of its members for commercial purposes. This program features participation from a host of hockey legends, including Wayne Gretzky, Mark Messier, Ray Bourque, and many other Hall of Fame inductees.

Upper Deck is just one of many enterprises involved in partnerships with the NHLAA, highlighting the association’s broad commercial appeal. In addition to trading cards, the NHLAA’s initiatives include 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 significant role that Upper Deck trading cards have played 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 shaped the game.

An exciting development within this partnership is Upper Deck’s plan 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, offering a new medium for fans and collectors 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 the company’s foray into the realm of digital collectibles. With this partnership, Upper Deck aims to enrich the legacy of hockey for a new era of fans and collectors, enabling them to celebrate and cherish the revered NHL Alumni who have left an indelible mark on the sport.

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