Leading sports collectibles company Upper Deck–an NHL partner since 1990–has brought its knack for innovative activations to its role as the title sponsor for the NHL Entry Draft, which concludes today. The exclusive licensed manufacturer of NHL Trading Cards, the company is also keen to expand into the NFT space.

In keeping with its longtime strategy of boosting younger generations’ engagement with the NHL–both inside and outside the arena–Upper Deck has been drumming up excitement for the draft citywide since June 26th, when the Upper Deck truck began roaming Montreal’s streets. Free giveaways along its nine-stop route include 2022 draft exclusive 9-card player sheets, as well as mini posters of Shane Wright, Upper Deck ambassador and potential #1 draft pick. Fans were encouraged to post their truck pics on social media with the hashtag #CollectTheBest.

The fun continues inside the Bell Centre today, where Puck-O–a variation on Plinko–on the arena concourse offers kids the chance to win customized play mats, calendars, and other prizes with the purchase of one pack of Upper Deck hobby cards.

At NHL marquee events, card games–like “pack wars” to determine who has the most valuable card, and kids’ bingo with NHL mascots–have been another unique tactic for cultivating young fans. Upper Deck launched an online game during the Stanley Cup, when fans could win a free player pack by guessing the players’ identities from their descriptions.

The company was also the presenting sponsor of the Mascot Showdown at the 2022 All-Star Game, where team mascots faced off in competitions including dodgeball and broomball. Upper Deck was tagged in Instagram posts and featured with signage throughout the video along the boards of the rink.

To read more about the NHL partnerships this year, download our 2021-22 NHL Marketing & Partnerships Report .