Upper Deck, the worldwide leader in authentic memorabilia, trading cards and collectibles, kicks off 30th anniversary

30th Annviversary Diamond Relic - Connor McDavid
30th Annviversary Diamond Relic - Connor McDavid

First Upper Deck trading cards were delivered to a Tulsa, OK. card shop this week in 1989; Upper Deck will celebrate 30 years of collecting with commemorative sets and fan promotions all year long!


CARLSBAD, Calif. (Feb. 26, 2019) – Upper Deck, the industry leader in sports and entertainment trading cards and collectibles, kicks off its 30th anniversary this week, starting with a commemorative Diamond Relics anniversary card set. Additional promotions and activities will be announced throughout the year, including exclusive 30th anniversary activations at events such as The National Sports Collectors Convention, Gen Con Indy, The Sports & Memorabilia Expo, Comic-Con International and the NHL Draft.

Upper Deck has set industry standards for quality craftsmanship, authenticity and innovation since the company’s trading cards hit shelves 30 years ago. Upper Deck introduced high-quality glossy card stock, premium-quality photography and never-before-seen anti-counterfeit holograms with that first trading card set in 1989. The company is also credited with creating the first-ever autographed insert cards, game-used jersey cards, game used bat cards and multi-panel sketch cards. Most recently, Upper Deck released Pack Wars on Upper Deck e-Pack™, a patent-pending platform that allows collectors to instantly buy, open and trade cards with fans around the world.

Upper Deck’s first anniversary program includes two collector exclusives: A Diamond Relic Overlay promotion featuring 30 cards containing 1-3 diamonds*, and a Diamond 1 of 1 Variation Draft promotion featuring 1-of-1 cards numbered to 30. Overlay cards will be strategically placed in sports and entertainment trading card boxes throughout the year, starting with a Connor McDavid Diamond Relic card in Upper Deck’s Trilogy hockey product. The Diamond Variation promotion will be distributed via a live draft during the Sportscard & Memorabilia Expo in Toronto later this year. Collectors can earn a spot in the draft by finding “Official Winner” redemption cards randomly inserted inside of Upper Deck card packs.

“While many things have changed since we opened our doors in 1989, our vision has remained the same; to deliver the most innovative, high quality and authentic products in the collectibles industry’” said Upper Deck president Jason Masherah. “We remain dedicated to creating and delivering the most premium products for our fans and collectors around the world.”

Upper Deck maintains an award-winning portfolio of memorabilia, collectibles and games and trading cards licensed by today’s most prominent studios, leagues and player’s associations. The company also holds exclusive autograph deals with many of the world’s greatest athletes, including Michael Jordan, LeBron James, Tiger Woods, Wayne Gretzky and Serena Williams to name a few. For more information about Upper Deck and plans for the company’s 30th anniversary promotions, visit

*Diamonds are lab-generated.

About Upper Deck

Upper Deck 30th Anniversary
Upper Deck 30th Anniversary

Upper Deck, headquartered in Carlsbad, Calif., is a worldwide sports and entertainment company built on the pillars of quality craftsmanship, authenticity and innovation with a dedication to creating products that turn memorable moments into collectibles. Upper Deck revolutionized the sports trading card experience with anti-counterfeit holograms, high quality card stock and stunning photography in its inaugural 1989 baseball set, and since then its mission has been to capture the excitement of the game and deliver it to fans of all ages. The cornerstone of Upper Deck’s business, which opened in 1989, is based on sports trading cards. As its brand evolved to include other products over the years, the company now creates exclusive memorabilia, gaming products, collectible cards and a wide array of sports trading cards.

Find more information at, or follow us on Facebook (UpperDeck), Twitter (@UpperDeckSports), and YouTube (udvids).


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