Beginning in 2026, Panini America — the global leader in sports trading cards and collectibles — will become the official title sponsor of the annual college all-star game, taking over from Reese’s after a decade-long partnership that drenched Mobile’s Hancock Whitney Stadium in orange branding and candy-fueled charm.
With the change comes a new name: the Panini Senior Bowl.
The announcement was made earlier this week in a joint statement from Panini and the Senior Bowl’s executive committee, signaling a major shift in both branding and fan engagement for the nationally televised event that showcases the top NFL Draft prospects.
“Reese’s has been a tremendous partner for the last ten years, but this is an opportunity to grow the Senior Bowl in new ways,” said Senior Bowl Executive Director Drew Fabianich, who took over for long time Executive Director Jim Nagy in April. “We’re entering an exciting phase with Panini — one that brings innovation, collectibles, and NIL synergy into the mix.”
Gone will be the sea of orange seats, helmets, and signage that came with the peanut butter cup-themed experience. In its place, fans can expect a more modern look, geared toward interactive memorabilia, digital collectibles, and exclusive player trading cards that highlight prospects before they ever step foot in the NFL.
The 2026 edition of the game will remain at Hancock Whitney Stadium on the campus of the University of South Alabama, with kickoff slated for 1:30 p.m. CT on Saturday, January 31.
Panini, who has served as the Senior Bowl’s exclusive trading card partner since 2020, will now expand its role as the event’s top-line sponsor. The move aligns with Panini’s broader investment in NIL (Name, Image, and Likeness) initiatives — especially through its Panini College platform, which produces officially licensed college athlete cards from powerhouse programs.
“This isn’t just about branding — it’s about storytelling,” said Jason Howarth, Panini’s SVP of Marketing. “The Senior Bowl is a platform where college athletes take their first steps into the professional world. We want to capture those moments and share them with fans in a collectible, lasting way.”
In addition to their role as the title sponsor, Panini and the Senior Bowl will jointly support local causes, including the Child Advocacy Center of Mobile and the Africatown Community Development Corporation.
Though some fans may miss the candy giveaways and photo ops with oversized Reese’s mascots, organizers believe the shift to Panini will bring new energy and possibilities to the weeklong showcase.
“This is a natural evolution,” Fabianich added. “We’re building on tradition, but we’re also reaching toward the future.”
And with that, the final whistles of the “Reese’s Era” have blown. Come 2026, expect a lot fewer peanut butter cups — and a lot more Panini packs — in the Port City.
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