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b'Jason Masherah, President of The Upper Deck Company, living his childhood dream, from a young boy trading cards at school to running one of the biggest Trading cards, Memorabilia and Collectibles company in the world \\u2013 enjoy our deep dive into the world of The Upper Deck Company, the industry and where the business is going.\\n\\xa0\\nKey Highlights\\nHow it all started, selling trading cards in middle school and attending card shows at the age of 13/14, working in trading card shop\\nStarting his first shop at the age of 16 before going back to school\\nFrom Electric Supply company coming back into sports, getting an MBA to get back into sports\\nVia short stops at the Arena Football League (Chicago Rush) to Atlanta Braves and Cincinnati Bengals, finally landing at The Upper Deck company as Brand Manager for MLB & NBA\\nOverview of the Trading Card industry, from the first cards in the 1800 as promotion for cigarettes and chewing gums, sold as Wax packs.\\nIn 1987/88 The Upper Deck Company was founded to create a different and much better product \\u2013 big growth to mid 90s when strikes in sports Leagues created issues\\nTough period in early 2000 to 2015 before growth came back, with Hockey, Baseball and Football\\nPrimary market, big players Upper Deck, Topps and Panini and secondary trading market\\nDifferent business models by Sports Leagues in the US vs European Football leagues\\nGlobal growth vs the traditional core US sports, Europe and Asia\\nBusiness model with Rights holders and bidding processes\\nSports trading cards, Entertainment trading cards and Trading card games and the differences\\nThree parts of the business for Upper Deck, Trading Cards, Games (Board games and trading card games) and authenticated Memorabilia\\nPremium product focus, big names from Michael Jordan, Tiger Woods, Wayne Gretzky\\nDigital products and the evolution of it \\u2013 in 2011 first tokenization of cards, Upper Deck e-pack \\u2013 digital to physical hybrid\\nNFTs, blockchain \\u2013 Upper Deck\\u2019s Evolution platform \\u2013 trading digital with physical products \\xa0\\nIssues and challenges for primary market manufacturer playing in the secondary market (especially in NFTs)\\nMost NFT releases were never done with collectors in mind, it mostly was a quick money grab\\nMoving images, videos and animations open up a new opportunity to own a piece of history\\nUpper Deck\\u2019s Collect Forever \\u2013 authentic third party collectibles, from Comics to Toys\\nUpper Deck\\u2019s Premise to provide the best and widest services for collectors globally\\nFanatics purchase of Topps \\u2013 changing the game\\nJason\\u2019s own career path in Upper Deck over the past 17 years \\xa0\\n\\xa0\\nAbout\\n\\nMr. Masherah oversees all day-to-day operations as President of Upper Deck, the premier worldwide sports, gaming and entertainment company. As part of his day to day duties, he is personally responsible for exclusive agreements with Upper Deck\\u2019s lineup of corporate partners, licensors and superstar athletes, including Michael Jordan, Tiger Woods, LeBron James, Wayne Gretzky, Marvel, Tim Hortons, CIBC, NHL, NHL Players\\u2019 Association and more. Mr. Masherah is also responsible for revitalizing Upper Deck\\u2019s memorabilia division, as well as Upper Deck\\u2019s gaming division and the launch of Legendary, the award-winning deck building game.\\nPrior to his appointment as President in 2013, Mr. Masherah served as Vice President of Marketing and Business Development at Upper Deck. Mr. Masherah has been personally credited for several core programs at Upper Deck, ranging from the Yankee Stadium Legacy program in 2008 to the Evolution video cards in 2011 to, most recently, the Upper Deck e-Pack platform in 2016, which plays a significant role in the launch of Upper Deck\\u2019s Grandeur Hockey Collector Coins.\\nBefore his involvement with Upper Deck, Mr. Masherah worked for professional sports teams in various roles, including the Cincinnati Bengals and Atlanta Braves. He earned his Master of Business Administration degree from the Kelley School of Business at Indiana University an'