![]() Cards featuring him in a Team Canada jersey are already selling for thousands.Īs collecting has experienced a modern renaissance, it has become more deeply ingrained in the action itself. This year, the collectible hawks will be even more alert, given the hype around presumptive No. So with that, Upper Deck has had to be creative.” “Now, as we morphed into more of a digital presentation, of course those nameplates have gone the way of the dodo bird. “Back in the day, we would manually create a player nameplate to accompany the team logo based on the team’s draft selection … and those nameplates, of course, were highly, highly coveted,” McCarthy said. No fans were able to slap the glass at the 2021 Lake Tahoe game, for example, but a few lucky collectors can now own a slice of it.Īs the world goes increasingly digital, the idea of owning a photo of someone could lose some luster, but possessing a physical token of their success is likely to only become more prized-and increasingly difficult to get, as elements of the pastime itself become virtual. The imperative to get creative picked up during the COVID-19 pandemic, as fans hungered for ways to feel connected to the action, even if those connections came in the form of cardboard. Other times, NHL chief brand officer Brian Jennings pointed out, the league has to weigh whether an item is of so much interest that it actually belongs in the sport’s Hall of Fame. ![]() Upper Deck explores third party options too, scouring auction sites and vintage resellers for assets like tickets to historic games. (“The challenge is just cutting it up,” Zickler said.) Most of those items are discussed ahead of time, Dave McCarthy, the NHL’s VP for consumer products said-but every once in a while someone on either side of the relationship will spot a potential offering in real time. UD didn’t say no.įollowing past drafts, Upper Deck has collected everything from venue signage to commissioner Gary Bettman’s microphone. ![]() After Ducks center Trevor Zegras went full Vince Vaughn during the 2022 All-Star Breakaway Challenge, NHL offered Upper Deck the dodgeballs used in the performance as part of their game-used rights. League events often provide the best opportunity for those unique finds. ![]() “There’s nothing that I’m not at least going to entertain that we can put in the card,” he said. Zickler has attempted to put game-used ice into a card, brought in special vendors to wrangle sideboard plexiglass into the right shape for inserts and even nabbed mascot jerseys for possible inclusion. ![]()
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