Upper Deck Launches New Hockey Promotion

From Upperdeck.com

Upper Deck Brings Back Successful NHL Mass Market Promotion – ‘Backstage Pass’ Sweepstakes

Two Youngsters Can Win Once-In-A-Lifetime Chance To Be Named Stick Kid at the NHL All-Star Weekend

CARLSBAD, Calif. (October 10, 2007) – Blessed with consecutive rookie classes loaded with talented playmakers, the NHL is continuing to bring fans to the game and reach new heights with its fast-paced play. Upper Deck, who holds the exclusive trading card license from the NHL and the NHL Players’ Association, is also benefiting from the crop of youngsters who are making headlines on the ice. Upper Deck continues to exert its leadership position in the trading card industry as it announces it is bringing back the popular and successful marketing campaign “Backstage Pass” for the 2007-08 NHL season.

Dedicated in its commitment to bring hockey collectors closer to their on-ice heroes, Upper Deck is once again giving two youngsters the chance to be named ‘stick kid’ during the NHL All-Star event. A prime example of the company’s commitment, Upper Deck will launch its “Backstage Pass” promotion with the release of retail products Victory and MVP Hockey. The “Backstage Pass” promotion invites youngsters, 17-and-under, to win the chance-of-a-lifetime of being named stick boy or stick girl – the stick kid is the person who makes sure each player has a stick, a towel or some water at the ready during the on-ice action.

All rookie cards from Upper Deck’s Victory (SRP $.99) and MVP Hockey (SRP $1.99) will be eligible for the sweepstakes . Victory and MVP rookie cards feature the young up-and-coming players who hit the ice at the end of last year and will have NHL rookie cards during the 2007-08 season.

Along with this product dedication geared to young players, the company is also maintaining its marketing focus on the next generation of collectors – many of whom are only a couple years younger than the league’s new stars. Upper Deck’s “Backstage Pass” awards two lucky fans 17-or-under the chance to be a stick boy or girl at the 2008 NHL All-Star Event in Atlanta. To enter the Backstage Pass sweepstakes, kids can enter the alphanumeric number found on each 2007-2008 Victory rookie card or 2007-2008 MVP rookie card at upperdeckkids.com. Each code registered equals a chance to win the unique opportunity, plus a chance to collect points toward prizes like signed equipment, video games, hockey cards and more.

The contest’s grand prize winners will be awarded on December 18th. The event takes place January 26-27 in Atlanta, Ga.