Upper Deck To Release Multiple PWHL Hockey Card Sets This Year

The PWHL and Upper Deck will partner in multiple sets of hockey cards before the end of 2024 which could include creative photography, autographs, and an extended checklist.

The PWHL's latest partner, trading card and sports collectables company Upper Deck, plans to release two PWHL hockey card products before the end of 2024, Paul Zickler, Director of Sports Brands for Upper Deck, told The Hockey News.

This news comes days after Upper Deck released its free 'Inspirational Icons' digital trading card set on International Women's Day to kick off its historic partnership with the league. The set features eight star players, with at least one player from each of the six inaugural PWHL clubs to ensure equal representation from all teams.

"The PWHL has had an extensive list of things to do this year. It's no easy feat to launch a new league," Zickler said. "We've been chatting for some time, and amongst their other priorities, we are just excited to launch in season, come to an agreement and lead off with this set."

Zickler said they chose influential women to headline the initial set — women who have pioneered the sport and have been leaders for quite some time.

Fans have until March 26 to snag their free 'Inspiration Icons' set.

"Us at Upper Deck, we're a female-owned company, and we're passionate about the growth of the women's game," Zickler said. "I know the NHL is also showing their support. In general, we're excited to be a part of it. Even the excitement and interest from the announcement has been unbelievable.”

"It's on us to create some products as quick as we can and get them out in the market and into the hands of collectors."

There are two products in the works for Upper Deck. The trading card company aims to have both in the hands of collectors by the end of 2024. The first is a scaled-down set likely containing some physical components, with creative photography. This set Upper Deck hopes to release in-season.

The second will mirror some of the company’s standard trading card products, have an expanded checklist, and potentially feature autographs. The checklist will not be as expansive as their flagship Upper Deck Series One and Two products. Still, it will be a sizable addition to the Upper Deck line while having quality representation across all six PWHL clubs.

"You will see a more robust list of players including rookies, stars, goalies — the whole gamut," Zickler said.

As for the product contents, considering everything regarding the set is still in developmental stages, Zickler could not confirm whether PWHL players will get the trademark 'Young Guns' treatment like the classic subset for their NHL counterparts.

"We'll announce it when the time comes. It's still in the development stage, so until they are fleshed out or approved, we'll hold the official announcement."

As for the potential autograph contents, Upper Deck is working with the PWHL to net signatures for any possible product.

"With the PWHL, it's just helping work with them to get the autographs of the appropriate partners and players," Zickler said. "They help us facilitate that to each club and get the players to participate. When getting autographs from multiple players, we lean on them to coordinate who to send them to and who can help network with the players to get them returned.

"It's usually an integrated effort," Zickler continued. "Especially with this timeline of trying to get it done quickly. We will lean on them to help get them in the right hands, and hopefully, they return them quickly."

As for Upper Deck, getting an opportunity to partner with the PWHL is an exciting prospect. They will look to meet the brand’s standard expectation of high-quality products for those looking to collect their favorite players.

"It's important for us to create high-quality, innovative products, and we are excited to bring those products to the PWHL," Zickler said. "As all collectors would say, people like to hold on and memorialize these collectables forever, so we're excited about capturing this exciting and important moment in women's hockey history and being able to commemorate that with trading cards is exciting.”

"These are going to become collectables forever."