Senior Bowl Announces New Title Sponsor
The Senior Bowl is proud to announce Panini America as its new title sponsor. The game will now be the Panini Senior Bowl, ushering in an exciting new chapter for the nation's premier college all-star game. The 2026 Panini Senior Bowl will be played on Saturday, January 31, 2026, at 1:30 p.m. CT at South Alabama's Hancock Whitney Stadium in Mobile, Ala.
About Panini America
Panini America is:
- The world's largest licensed sports and entertainment collectibles company.
- The exclusive trading card manufacturer for:
- The NFL
- NFLPA
- More than 100 collegiate programs
- A long-time partner of the Senior Bowl, having previously served as:
- Official Trading Card Provider
- Player Lounge Sponsor
- 2025 Official Practice Sponsor
With this expanded multi-year agreement, Panini becomes the Exclusive Trading Card, Collectibles, and Memorabilia Partner of the Senior Bowl, significantly expanding its role in one of college football's most prestigious events.
Panini America's Perspective
"The Senior Bowl plays such a significant and special role with college athletes as they prepare for the next step in their football careers.
When we first partnered with the Senior Bowl during Covid, we saw the event as a key touch point with players before they transitioned to the NFL. But with the emergence of NIL, the Senior Bowl's role evolved for us into a milestone moment - a celebration of the hard work and dedication that earned these athletes a spot at the Senior Bowl, with many having worked with us before they even played their first college game.
Just as NIL has reshaped the collegiate landscape, we're excited to step into this new role as title sponsor of the Senior Bowl and work closely with the Senior Bowl team and the Mobile community to elevate this game to another level."
- Jason Howarth, Senior Vice President of Marketing and Athlete Relations, Panini America
Community Impact
As part of its expanded partnership, Panini and the Senior Bowl are launching new community initiatives to support the Child Advocacy Center and Africatown Community Development Corporation.
"We're honored to partner with organizations doing critical work right here in our backyard," said Senior Bowl Executive Director Drew Fabianich. "This is just the beginning of a renewed focus on community engagement that Panini and the Senior Bowl are building together."
Closing Out a Historic Partnership
The Senior Bowl also recognizes the conclusion of its successful 11-year partnership with Reese's, the longest-running title sponsor in the game's history.
"Reese's has been part of our Senior Bowl family for over a decade, and their support truly helped shape where we are today," said Mobile Arts & Sports Association Chairman Scott Cooper. "As we turn the page, we are incredibly excited about our future with Panini."
Looking Ahead
With Panini's involvement, fans and players can expect:
- Fresh energy and new fan experiences
- Collectible-driven activations
- Innovative fan engagement opportunities
- Expanded national exposure for the Senior Bowl and its athletes
"The future of the Senior Bowl, bolstered by its partnership with Panini, is incredibly promising," said Senior Bowl Executive Director Drew Fabianich. "Together, we will deliver an elevated experience that connects on-field performance with the stories captured in memorabilia. This collaboration enhances the Senior Bowl's value, helps preserve collegiate football history, and reinforces the deep connection between Mobile, Alabama, and its fans."
The 2026 Panini Senior Bowl will proudly continue its rich tradition while embracing exciting new possibilities.
About Panini
Panini America is a subsidiary of The Panini Group, established over 60 years ago in Modena, Italy with subsidiaries throughout Europe, Latin America and the United States. Panini is the world leader in officially licensed collectibles and is the most significant publisher of collectibles in the U.S., with official licenses for NFL, NFLPA, NBA, NBPA, NASCAR, FIFA, LIV Golf, the Professional Fighters League, College, Disney, and other key properties from many other licensors. Panini is also the exclusive trading card and sticker partner of the Pro Football Hall of Fame, the Naismith Memorial Basketball Hall of Fame, Elite 11 and Pop Warner Little Scholars, Inc. Panini has distribution channels in more than 150 countries and employs a staff of over 1,200. For more information visit us at www.paniniamerica.net, www.paninigroup.com or http://blog.paniniamerica.net. You can also follow Panini America on social media platforms Facebook, Twitter, YouTube, and Instagram.
About Panini Senior Bowl
The Panini Senior Bowl is widely regarded as the preeminent college football all-star game and the first stage in the NFL Draft process. The longest continual-running all-star game has taken place in Mobile, Alabama, the past 76 years. More than 900 NFL personnel, including key decision-makers from all 32 teams, and over 1100 media members from around the country were credentialed this year. This past April, the game produced 106 total picks, representing 40 percent of the entire NFL draft.
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For More Information:
Molly Middleton
Senior Bowl Media & Community Relations Manager
Mmiddleton@seniorbowl.com