Competition returns for hockey card collectors

Posted Mar 27, 2010 by Bob D'Angelo

Updated Mar 27, 2010 at 07:33 PM

Hockey card collectors should be rejoicing this week. Competition has returned to the market.

This week, the National Hockey League and the NHL Players’ Association granted multiyear trading card licenses to Upper Deck and Panini. It’s an unusual step, awarding exclusivity to more than one company, but I like it because both companies will be looking to carve out their share of the market.

Upper Deck remains the original innovator in “new” card design and technology, but Panini has certainly made a splash with some eye-pleasing basketball releases this past year.

In a news release, Dave McCarthy, the NHL’s vice president of integrated marketing, said the choice was tough.
“We have concluded that a semi-exclusive model would bring customer choice, revive legacy brands and add new and innovative products and marketing initiatives that appeal to all consumer segments,” McCarthy said.

In other words, between the two card companies, there will be something for everyone.

Upper Deck has been producing hockey cards for 20 years, and held the exclusive licenses from the NHL and NHLPA since the 2005-06 season. Panini is no stranger to hockey product, having manufactured sticker albums in North America and Europe.

Look for Upper Deck to kick off its 2010-11 hockey product with the release of Victory in August. Panini has tentatively decided to release Score as its first hockey product, also in August.

Renewed competition (ideally) should put fresh and very collectible hockey product back on the shelves. It should be an exciting time for hockey collectors.