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Marketing and Sponsorship

Jack Eichel Signs Exclusive Deal With Leaf Instead Of NHLPA Partner Upper Deck

Leaf Trading Cards has signed Sabres C Jack Eichel to an exclusive deal that was a "surprise to many sections of the memorabilia community," according to Mike Harrington of the BUFFALO NEWS. Leaf "has not been a big player on the hockey market" and the NHLPA's Rookie Showcase, held earlier this week in Toronto, is "sponsored by card behemoth Upper Deck." Terms of the Eichel deal "were not disclosed by Leaf, other than to say it was a multi-year arrangement." The company said that it is the "richest memorabilia arrangement signed with a first-year player." Leaf CEO Brian Gray said the "overall deal size easily eclipses any other deal for a rookie," including what Oilers C Connor McDavid got from his deal with Upper Deck and more than what Penguins C Sidney Crosby got during his rookie year (BUFFALO NEWS, 9/1). SI.com's Allan Muir noted any photos of Eichel "must have all league marks, like the Buffalo Sabres logo, airbrushed out," as Leaf "isn’t licensed to produce NHL trading cards." It is a "big moment for Gray and his company, and a big blow to his competition, which can still make cards of Eichel but will suffer from the absence of signatures" from him. It is also an "interesting dilemma" for the NHLPA. The union "is duty bound to support a member’s right to maximize his endorsement earnings and a deal like this sets the stage for opportunities down the road that might be even more lucrative for future PA members." But it is also a "bit of a blow because the NHLPA’s license is only as valuable as the players they can deliver." This arrangement "might just be a one-off, but if high profile rookies like Eichel make a habit of signing exclusive deals with non-licensed companies, one of the PA’s significant revenue sources would take a hit" (SI.com, 9/1).

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