Between the excitement of the 2026 Winter Olympics, a thrilling NHL wild-card race, and the meteoric rise of the Professional Women’s Hockey League (PWHL), the sport of hockey is experiencing an undeniable cultural surge.
As interest in the sport peaks, Upper Deck is looking to welcome a new generation of fans into the sports card hobby. On Saturday, April 11, the manufacturer will host its 17th annual National Hockey Card Day. The premise is simple: visit a participating local hobby shop, and you will receive a free pack of Upper Deck hockey trading cards, while supplies last.
It’s an initiative designed to lower the barrier of entry for beginners and return collecting to its grassroots origins.
“We’re committed to the hobby channel, we’re committed to making our products accessible to them,” Paul Zickler, Director of Sports Brands at The Upper Deck Company, noted during a recent interview. “And I think that that’s another avenue that we’re starting to see some interest now from collectors typically collecting other sports.”
The PWHL Effect
One of the most significant evolutions in this year’s National Hockey Card Day is the official debut of the PWHL.
Following an incredibly entertaining Olympic tournament that featured physical play, overtime thrillers, and massive impacts from college-aged rookies, the women’s game is capturing a brand new demographic of fans. To honor this, Upper Deck has included the “PWHL Powerhouses” insert in this year’s free packs, marking the league’s debut in the NHCD set.
For shop owners like Ryan Holland, who operates three Real Sports Cards locations across Minnesota and Wisconsin, the impact of the PWHL on the local community is highly visible.
“PWHL is another one that is absolutely on fire,” Ryan said. “Anecdotally we had in our suburb, 64 eight-and-under girls come out for hockey… that just tells you how much excitement there is to get out there and play hockey.” Ryan also pointed out that the accessibility of PWHL athletes, such as Minnesota Frost players who graduated from high schools in the area and remain active in the local community, is driving unique excitement.
The Chase: What’s in the Packs?
While the core goal of National Hockey Card Day is accessibility, Upper Deck hasn’t skimped on the chase elements that veteran collectors love. The 2026 base set spans the entire history of the game, featuring prominent rookies, current superstars like Connor McDavid, and historic legends like Wayne Gretzky.
Upper Deck is keeping the product fresh by introducing a “Mascot Mannerisms” insert set, which includes the debut card of Tusky.
For collectors looking for premium hits, there are also unannounced autographs hidden inside the free packs. Upper Deck confirmed that Trevor Zegras and Jack Hughes are on the autograph checklist, alongside a teased Montreal Canadiens player.
Furthermore, collectors who spend $10 on Upper Deck products at participating shops will receive a special Ivan Demidov “Rookie Moments” card (#31), which highlights his first NHL goal from the end of last season.
Championing the Brick-and-Mortar Community
In an era where sports cards are largely consumed via online live-streaming, Upper Deck is using National Hockey Card Day to intentionally push fans back into physical stores.
“The growth and where the hobby all started was connecting like-minded sports fans and collectors in the community to share in the hobby,” Paul stated. “Whether you’re just wanting to buy your first hockey pack and get into collecting, or whether you’re a seasoned collector that wants to connect and have a fun day… that’s really what it’s at.”
Local shops serve as an educational hub for new fans trying to navigate the complex world of modern trading cards. “There’s a lot to learn in this industry,” Ryan explained. “Sometimes being able to go into a card shop that knows what they’re talking about that can help you navigate the many choices that there are… is really important.”
Beyond hobby shops, Canadian fans can pick up commemorative 9-card sheets at retailers like the Hockey Hall of Fame, London Drugs, and EB Games, while U.S. fans can find them at Pure Hockey locations. Several NHL teams are also joining the fun, with the Islanders handing out promo packs to the first 10,000 fans on April 11, and the Senators and Sharks offering sheets at their pop-up shops.
To cap it all off, Upper Deck is encouraging collectors to post their pack pulls on social media on April 11, using the #NHCD hashtag, tagging the brand and their local shop to win unique prizes —including a hand-drawn card of Mark Comb, sketched by top prospect Matthew Schaefer, and signed by Comb himself.
“The one testament that never grows old is opening up a pack of physical cards and finding your favorite player or your favorite team,” Paul concluded. “When you’re able to do that with other people in your local community… it just makes the experience that much more special.”
For more information on National Hockey Card Day visit the Upper Deck website.
