Trading card manufacturer Panini America is the new title sponsor for the 2026 Senior Bowl, the company announced Tuesday.
The sponsorship is an expansion of a previous deal between Panini and the Senior Bowl, with Panini having served as the official practice sponsor for the game in 2025.
The new deal makes Panini the exclusive trading card, collectibles and memorabilia partner of the Senior Bowl.
Established in 1950 as a postseason all-star game, the Senior Bowl was most recently sponsored by Reese’s. The game was played at Ladd-Peeblee Stadium from 1951 to 2020 before moving to Hancock Whitney Stadium in Mobile, Alabama, in 2021.
The 2026 Panini Senior Bowl will take place Saturday, Jan. 31, 2026.
Ben Burrows is a reporter and editor for cllct, the premier company for collectible culture. He was previously the Collectibles Editor at Sports Illustrated. You can follow him on X and Instagram @benmburrows.