The NHLAA's Mission Statement is to 'Honor the Past'. In June 2017, we launched the NHL Alumni Association's Group License Program. The Group License Program enables the NHLAA to use the collective personality rights of members in the marketplace for the benefit of NHLAA programs. Currently, over 1000 members have signed on to the Alumni's group license program, including the likes of Wayne Gretzky, Mark Messier, Ray Bourque, Patrick Roy, Steve Yzerman, Jean Beliveau, Mats Sundin, Teemu Selanne, Johnny Bower and nearing 100 other Hall of Famers.
As a result of this program, the NHLAA has been able to foster positive business relationship with over 20 licensees, partners and sponsors including Scotiabank, Moison-Coors, Corby Spirit and Wine/ J.P Wiser's, Rogers Communications, Upper Deck and EA sports.
Beyond the Group License Program, the NHLAA utilizes other key initiatives to support Alumni members, including: player appearances, pro-am tournaments, career transition program, annual stick auction, NHLAA benefit hockey tour and much more.