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NHL and NHLPA extend trading-card partnership with Upper Deck

Upper Deck has signed a multi-year extension to its exclusive trading-card deal with the NHL and NHLPA, a partnership that dates back to 1990.

“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 programmes.”

Upper Deck also announced an agreement with the NHL Alumni Association, giving them access to hundreds of retired players.