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The Upper Deck Company Takes Its Game Indoors in New Exclusive Partnership with the Arena Football League

Upper Deck Launches Partnership During ArenaBowl XVIII Playoffs

Pat Haden Analyst Card Upper Deck and the Arena Football League (AFL) have agreed to an exclusive multi-year partnership to bring fans and collectors closer to their favorite indoor football stars.

Whether it's a high-scoring, hotly contested game between the Arizona Rattlers and the Los Angeles Avengers or the New York Dragons versus the Philadelphia Soul, the action on the field remains fast-paced, keeping fans glued to the edge of their seats. Similarly, Upper Deck is known for delivering unique one-of-a-kind sports experiences to consumers through its rich product portfolios and strategic agreements that allow collectors a chance to grab a piece of the game.

"The AFL continues to attract market leaders such as Upper Deck that believe in our long-term growth prospects, innovative track record and loyal fan base," said Glenn Horine, Executive Vice President of the Arena Football League Properties. "Our fans have been clamoring for an outlet to further demonstrate their fan avidity through licensed products."

Al Trautwig Analyst Card Through cooperation with Players Inc, the marketing and licensing subsidiary of the NFL Players Association, the agreement allows for card-set co-mingling opportunities with past AFL stars, such as Michael Lewis, Tommy Maddox and Kurt Warner. Cards of arenafootball2 stars will also be co-mingled into sets.

The two companies have also agreed to partner during this season's playoffs and ArenaBowl, where Upper Deck branding will be prominently displayed throughout the arenas with field signage, public address and video announcements and team promotional cards given to fans. The trading card company is also producing a 30-second television advertisement that will be shown during playoff games on NBC - the exclusive network-television partner of the AFL.

"For 18 years, the fans have helped grow the AFL into one of professional sports most exciting leagues and continue to show great support for their favorite players and teams," said Bob Andrews, COO and President of the Upper Deck Company. "Through this exclusive agreement, with a first rate professional sports league, we have an incredible opportunity to introduce Upper Deck products to the fervent fans of Arena Football and further strengthen our position as the leader in the sports collectibles industry."

Source: The Upper Deck Co, LLC
Date: June 2, 2004

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