KHL extends its licensing agreement with Sereal

The KHL and the Sereal group of companies extended their licensing agreement until the end of the 2022-2023 season. Sereal is the leading producer of collectors cards featuring KHL players and highlights of each season.

Sereal and the KHL have worked together for 10 years, releasing the first collection of cards in 2010-2011. Since then, both the size and quality of the collections has grown: today collectors can buy cards with players’ autographs and elements colorful equipment such as sticks and jerseys.

Viktor Radugin, general manager of the Sereal group:

“The passion for collecting hockey cards often stems from a similar family trip to a game, with fans wanting to get closer to the action and learn more about their favorite players and teams. When we create our products, we use memorabilia (elements of jerseys or sticks) and autographs of KHL players, bringing our collectors much closer to their favorite players and teams.

“In the past few years we have also successfully launched several unique projects, such as our oversized cards, frame with player names and numbers and the KHL All-Star Game logo.”