Upper Deck will display rookie cards of top NHL athletes on the exterior of The Sphere in Las Vegas Friday night to coincide with the 2024 Upper Deck NHL Draft, which will be held inside the arena.
The company, which is the sole producer of NHL-licensed cards, will showcase cards of the league's top players and announce limited-edition Connor Bedard Young Guns cards, exclusively on Upper Deck e-Pack.
This marks the 30th collection of Upper Deck's Young Guns series, which boasts some of the most sought after rookie cards in the sport.
“There is no better moment to celebrate 30 years of our iconic Young Guns trading cards than during the NHL Draft; a night dedicated to honoring rookies,” said Jason Masherah, president of Upper Deck, said in a release. “The NHL Draft isn’t just significant for hockey fans, it’s a pivotal time for collectors as it ignites anticipation for the community, determining which players will emerge as top contributors to their teams and the League.”
Advertisements on the "exosphere" typically cycle through three to four brands each day for a total of four hours of screen time, costing around $450,000 per brand, according to a report from Brandon Doerrer of Campaign Magazine, which covers the business of brands, PR and advertising.
Terms of the deal have not been disclosed.
Will Stern is a reporter and editor for cllct. You can follow him on X at @Will__Stern.