The Upper Deck Company Takes Its Game Indoors in New Exclusive Partnership with
the Arena Football League
Upper Deck Launches Partnership During ArenaBowl XVIII Playoffs
Upper Deck and the Arena Football League (AFL) have agreed to an exclusive
multi-year partnership to bring fans and collectors closer to their favorite
indoor football stars.
Whether it's a high-scoring, hotly contested game between the Arizona Rattlers
and the Los Angeles Avengers or the New York Dragons versus the Philadelphia
Soul, the action on the field remains fast-paced, keeping fans glued to the edge
of their seats. Similarly, Upper Deck is known for delivering unique one-of-a-kind
sports experiences to consumers through its rich product portfolios and strategic
agreements that allow collectors a chance to grab a piece of the game.
"The AFL continues to attract market leaders such as Upper Deck that believe
in our long-term growth prospects, innovative track record and loyal fan base,"
said Glenn Horine, Executive Vice President of the Arena Football League Properties.
"Our fans have been clamoring for an outlet to further demonstrate their fan
avidity through licensed products."
Through cooperation with Players Inc, the marketing and licensing subsidiary of
the NFL Players Association, the agreement allows for card-set co-mingling
opportunities with past AFL stars, such as Michael Lewis, Tommy Maddox and Kurt
Warner. Cards of arenafootball2 stars will also be co-mingled into sets.
The two companies have also agreed to partner during this season's playoffs and
ArenaBowl, where Upper Deck branding will be prominently displayed throughout
the arenas with field signage, public address and video announcements and team
promotional cards given to fans. The trading card company is also producing a
30-second television advertisement that will be shown during playoff games on
NBC - the exclusive network-television partner of the AFL.
"For 18 years, the fans have helped grow the AFL into one of professional
sports most exciting leagues and continue to show great support for their favorite
players and teams," said Bob Andrews, COO and President of the Upper Deck
Company. "Through this exclusive agreement, with a first rate professional
sports league, we have an incredible opportunity to introduce Upper Deck products
to the fervent fans of Arena Football and further strengthen our position as the
leader in the sports collectibles industry."
Source: The Upper Deck Co, LLC
Date: June 2, 2004
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