For a lot of Canadian collectors, hockey cards and a cup of coffee have been linked since childhood, and the 2026-27 Upper Deck Tim Hortons release keeps that tradition going for a 12th consecutive season.
The set launched September 28, 2026, which means it's already in circulation at participating locations across the country.
This year's checklist welcomes Macklin Celebrini and Matthew Schaefer as new faces alongside longtime headliners Sidney Crosby and Nathan MacKinnon.
With roughly 11.4 million packs produced for this run, it remains one of the widest-distributed hockey card products in Canada.
Twelve straight seasons is a long run for any promotional card product, and it says something that Tim Hortons Hockey cards still get opened at the kitchen table the same way they did a decade ago.
Unlike most hobby releases, this one is sold directly alongside a beverage purchase rather than through a card shop, which keeps it accessible to casual collectors.
Packs run $1.50 CAD with a beverage purchase and include 3 cards per pack, with 100 packs per box at participating locations.
The base checklist spans 234 cards across the base set and eight main insert sets, giving even casual collectors a real set-building target.
Macklin Celebrini and Matthew Schaefer make their Tim Hortons debuts this season, joining a list of promotional headliners that includes Sidney Crosby and Nathan MacKinnon.
Rookie debuts in a promotional set like this tend to draw extra attention precisely because the product is so widely distributed.
This year's release also includes autograph, autograph relic, jersey relic, and special redemption cards mixed into the pack structure.
Hitting one of those in a $1.50 promotional pack is exactly the kind of story that keeps casual buyers checking packs at the counter.
With production around 11.4 million packs, base cards from this release are never going to be scarce, which shifts the real value toward autograph and relic hits.
That distribution scale also means restocks are common through the season, so there's little urgency to buy out a location in one trip.
Resealable team bags are a practical way to sort pulls by player straight out of the pack, especially for a promotion with this many base cards in circulation.
Anything hitting an autograph, relic, or redemption card deserves a sturdier home than loose plastic, which is where premium penny sleeves come in before it goes into a binder.
Pairing a trading card promotion directly with a beverage purchase remains one of the most effective low-friction ways to introduce new collectors to the hobby, especially younger ones.
That accessibility is also why restocks matter so much here โ a kid building their first set at the counter is a very different customer than a hobby shop regular chasing autographs.
A large share of this release's packs get opened by young or casual collectors right at the counter, which keeps the hobby's entry point alive in a way flagship hobby boxes rarely do.
That dynamic is worth remembering when evaluating secondary-market prices, since base-card scarcity here is driven more by how many packs get opened immediately than by print run alone.
Because packs are tied to a beverage purchase rather than sold standalone, this release naturally encourages repeat store visits throughout the season rather than a single bulk purchase.
That structure is part of why the promotion has sustained interest for 12 consecutive seasons rather than fading after a few years.
Some Tim Hortons promotional runs have included small regional differences in available team-focused inserts depending on location.
It's worth checking a couple of nearby locations if you're specifically chasing a hometown team's cards from this release.
September 28, 2026, for the 12th consecutive season.
$1.50 CAD with a qualifying beverage purchase at participating locations.
Macklin Celebrini and Matthew Schaefer, joining returning headliners Sidney Crosby and Nathan MacKinnon.
Yes โ autograph, autograph relic, jersey relic, and special redemption cards are mixed into packs.
It runs for a defined season each year, tied to the NHL calendar, with this edition marking the 12th consecutive season.
With millions of packs in circulation, sorting matters more than scarcity for most of this checklist. Pick up some resealable team bags to organize pulls by player while you wait to see if an autograph shows up.
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