Upper Deck Launches ‘Upper Deck Moments’ Real-Time Trading Card Program
Upper Deck is launching a new real-time trading card program designed to turn major sports moments into physical collectibles shortly after they happen. Called Upper Deck Moments, the program is a revamped multi-licensor print-on-demand card platform that will launch alongside the start of the 2026-27 NHL season. Cards will be sold through UpperDeckEPack.com, giving collectors the ability to purchase a card tied to a major play, milestone or event soon after it takes place. Upper Deck says the concept will eventually expand beyond sports into entertainment, pop culture and other parts of its licensing portfolio.
The first Upper Deck Moment commemorates Edmonton Oilers defenseman Evan Bouchard becoming the first defenseman in NHL history to record at least five points in a season opener. According to Upper Deck, Bouchard also became the first defenseman in 46 years to record a hat trick in a season-opening game. His card is available now and serves as the first example of how quickly Upper Deck plans to turn notable events into collectibles.
Upper Deck Moments cards will begin at $6.99 on e-Pack and will use a unified card design and product structure across the program. Collectors who purchase a pack will be able to open it immediately and see their card digitally, then manage it within their e-Pack collection, trade it with other collectors or have the physical card shipped to them. Cards can also be sold through Upper Deck’s connected retailer, The Authority.
The program will also give collectors several parallels to chase. A Gold Parallel can be delivered as a bonus card when the pack is opened, while additional serial-numbered versions will be awarded after the sales window closes. Those include Red parallels numbered to 25, Blue parallels numbered to 10 and Black 1-of-1 cards. Selected Moments may also receive Autograph Parallels numbered to five and Black Autograph Parallels limited to a single copy.
“One of our most important goals in creating products is turning memorable moments into keepsake collectibles,” said Jason Masherah, President of Upper Deck. “With Upper Deck Moments™, we’ll be able to celebrate headline-making events across sports, entertainment, and beyond, helping fans and collectors join in and become a part of celebrating these moments.”
Hockey will serve as the starting point for Upper Deck Moments. The initial cards will focus on highlights from the beginning of the 2026-27 NHL season, followed shortly afterward by cards from the PWHL when its 2026-27 season begins. Upper Deck plans to expand the program across additional licensed properties after the initial hockey rollout. The combination of print-on-demand cards and the e-Pack platform means collectors will not have to wait for a traditional set to capture an unexpected record, breakout performance or other major event. Upper Deck can create a Moment shortly after it occurs, while collectors can immediately open and manage the card digitally before deciding whether to trade it, sell it or have the physical version shipped home.