Upper Deck, NHL Alumni Association Agree to Long-Term License Extension

Upper Deck and the NHLAA will continue their trading card partnership with another long-term deal.

While the future for trading card licensing deals with other leagues and manufacturers is unclear, the NHL and Upper Deck remain locked in.

Upper Deck and the NHL Alumni Association announced a new long-term license extension Wednesday morning to continue the production of hockey trading cards. Terms of the deal weren’t disclosed.

“The NHL Alumni Association has proven to be an important catalyst in our business, differentiating our product portfolio to include trading cards and autographs from some of the greatest players to ever play the game of hockey,” Upper Deck President Jason Masherah said in a statement. “We look forward to expanding upon our past successes to include Authentic Digital Collectible trading cards.”

The deal with the NHLAA allows Upper Deck to make trading cards and collectibles for all former NHL players.

Upper Deck has also had exclusive deals with the NHL and NHLPA since 2014. Those deals were most recently extended in 2021 and allows Upper Deck to use team logos and players on active rosters.

“The NHL Alumni Association is excited to continue ‘Honoring the Past’ alongside our long-standing partners at Upper Deck,” NHLAA Executive Director Glenn Healy added in a press release. “Upper Deck trading cards have always played an integral part in preserving the legacy of hockey. This announcement ensures that fans and collectors of all ages can celebrate the iconic NHL Alumni, who built the game we all love. We look forward to working with Upper Deck to keep bringing fans one step closer to the history of our game.”

In addition to physical trading cards, the deal will also include Authentic Digital Collectible Trading Cards that will be available through Upper Deck's Evolution platform.