TORONTO/NEW YORK -- The National Hockey League (NHL) and the National Hockey League Players' Association (NHLPA) today announced that they have each agreed to terms to continue with The Upper Deck Company as the exclusive licensed manufacturer of NHL Trading Cards.
The 2018-19 NHL season marks the 29th straight year of Upper Deck hockey, a partnership that dates back to the 1990-91 season. Upper Deck became the first exclusive trading card partner of the NHL and NHLPA from 2004 through 2009-10 and has held similar rights since the 2014-15 season.
"We are very proud of our long-standing relationship with Upper Deck and look forward to continuing to grow the profile of our players through these iconic collectibles," said Sandra Monteiro, Chief of Global Business Strategies for the NHLPA. "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."
"Upper Deck has demonstrated their commitment to promoting NHL hockey in creative and innovative ways for 29 years," said Brian Jennings, NHL Chief Branding Officer and Executive Vice President. "Upper Deck has continually delivered top-notch, innovative products that emotionally connect fans of all ages worldwide to their favorite teams and players. We look forward to collaborating with Upper Deck to ensure that the next generation of fans can enjoy this time-honored tradition."
Upper Deck has launched numerous innovations that have significantly vaulted the collectability of NHL Trading Cards among fans and collectors. In addition to creating Upper Deck e-Pack, an innovative digital-to-physical collecting platform that allows fans to access trading cards from anywhere in the world, and the annual Tim Hortons collectors' series, Upper Deck continues to deliver high-quality products that satisfy all levels of the collecting market.
"The renewal of the exclusive agreements between Upper Deck, the NHLPA and the NHL is a tribute to the success of a partnership that dates back to 1990 and continues to grow in North America and around the world," said Jason Masherah, President of Upper Deck. "It celebrates our shared commitment to keep innovation and quality at the core of our business and to bring hockey cards and collectibles to new consumers on a global scale."