UD’s hockey lineup puts a dent in redemption count

Upper Deck has been very public in recent months about its efforts to reduce the number of redemptions cards in its products, and the company is pointing to its upcoming hockey card lineup as proof that its efforts are generating results.

Six consecutive hockey releases – Ultra, Ovation, MVP, Artifacts, UD Series 1 and Black Diamond – will contain zero redemptions, the company announced Friday. The company says such a success rate in hockey is noteworthy because of the large number of foreign NHL players who leave the country during the offseason, making it difficult to conduct signings with them.

Overall, the company says the redemption rate is down across all sports. “Since February we have reduced the amount of outstanding redemptions by more than 75 percent,” said Chad Capone, redemption manager for Upper Deck. “For cards we knew would either not get signed or that would continue to be delinquent, we moved to exchange these out for comparable cards. Additionally, now that numbers are down on new autograph redemption cards, we are able to fulfill new redemptions customers register within two weeks in most cases.”

Upper Deck says it’s reducing redemptions by having its product and brand managers allow for more time for autograph acquisition. Additionally, the company says it has stressing the importance of obtaining signatures in a timely manner to athletes, agents and leagues. It has also been pulling redemption cards from products during the final pack-out stage to reduce the number of redemptions in the market.

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