Upper Deck has agreed to a multiyear deal with the NHL and NHLPA to remain the exclusive licensed manufacturer of NHL trading cards. The partnership is heavily focused on Upper Deck’s digital trading collectibles.
Founded in 1988, The Upper Deck Company has partnered with the NHL since the 1990-91 season. It was the exclusive trading card partner of the NHL and NHLPA from 2004 through 2010, and has held similar rights since the 2014-15 NHL season, according to a press release announced by the league on Thursday.
“Under this partnership, both the players—and the sport in general—will benefit from Upper Deck’s commitment to expanding the reach of NHL cards to younger collectors through digital and in-store programs,” said Sandra Monteiro, Chief of Global Business Strategies for the NHLPA, in the press release.
Upper Deck launched its e-Pack digital trading card series in 2015. The digital-to-physical collecting platform allows fans to purchase and access trading cards from anywhere in the world through online registration. Fans can digitally buy, open, and store NHL e-Packs online and can receive a physical version of cards mailed to them from Upper Deck. The company’s website allows fans to view their digital card collection at anytime.
“Upper Deck has continually delivered top-notch, innovative products that emotionally connect fans of all ages worldwide to their favorite teams and players,” added Brian Jennings, NHL Chief Branding Officer and Executive Vice President. “We look forward to collaborating with Upper Deck to ensure that the next generation of fans can enjoy this time-honored tradition.”
SportTechie Takeaway
The 2000s were mostly a period of decline for the trading cards industry as traditional memorabilia struggled to appeal to youth growing up in the digital age. In recent years, companies such as Upper Deck have released digitized cards in an attempt to foster a community around digital collectibles. Although Upper Deck has yet to establish a cryptocurrency trading card solution, perhaps it might explore crypto-collectibles during its extended partnership with the NHL and NHLPA. The MLBPA partnered last year with Player Token, a company creating digital keepsakes of major league ballplayers.