• Loading stock data...
Sunday, August 10, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

Panini Unpacking Additional Digital Features Alongside Virtual NFL Draft

  • Since 2010, Panini has looked to share player connections from its digital platforms, extending this year with a new series.
  • In the absence of in-person interviews, Panini felt it could help share the off-the-field story of some of the 2020 NFL Draft’s top prospects.
Mark J. Rebilas-USA TODAY Sports

While the NFL Draft wasn’t originally planned to be a virtual event, the leagues’s trading card partner, Panini, already had plans for a digital pivot.

Each January, Panini signs 200 collegiate football players to contracts as they declare for the NFL Draft. Without knowing where the players will end up in their NFL career, the company follows their pre-draft experience from NFL Combine to the NFL Draft. 

This year, Panini decided to bring that process to life with the Road to Rated Rookie series that follows five prospects: Alabama wide receiver Jerry Jeudy, Georgia running back D’Andre Swift, Arizona State running back Eno Benjamin, Liberty wide receiver Antonio Gandy-Golden and Utah State quarterback Jordan Love. 

“We felt we could shape and tell these stories in a more organic way than other brands because we’re connected to the players from the beginning,” Jason Howarth, Panini vice president of marketing, said. 

Howarth said the process started with the combine and was slated to include pro days and the other typical steps the prospects take on their way to the draft. Then, the coronavirus outbreak changed the entire dynamic of how prospective draft picks prepare. 

READ MORE: ESPN Invokes The Force of Disney To Market Michael Jordan Doc

“Eno [Benjamin] was three days away from his pro day, and all of a sudden, there’s no more pro day, no team visits; all they can do is interviews over video and phone,” Howarth said. “We’re in a unique time and didn’t anticipate any of this. But we feel we can help them tell the story and communicate who they are off the field.” 

“You can see who they are on the field, but not who the player is, and that’s important,” he said.

The mixture of players includes big-name players from prestigious programs -like Alabama’s Jeudy- to emerging programs like Arizona State and smaller schools such as Utah State and Liberty. 

Each player has three episodes of the Road to Rated Rookie series, which is produced by Panini and broadcast from the players’ Instagram, Facebook, and Twitter channels. The shows, less than five-minute videos, go beyond the highlights and showcase the rookies’ personal story and workouts.

Howarth said the series is a way to further develop the bond between player and brand, inaugurating a relationship to last through an entire career.

“We’ll work with them from the moment they declare through their career – whether they’re fortunate enough to put on a golden jacket or not, we’re their partners,” he said. “It’s amazing what a 2.5-inch by 3.5-inch card does for a guy sitting there.”

READ MORE: NFL Draft Leaves Players and Las Vegas In Tight Spot

The series also is meant to hammer home the idea that rookies drive the trading card category, especially in the post-1990s era. 

“The category has evolved from the 1990s – the 80s and 90s were the boom times, but those products were over manufactured so the values long term are not where they should have been,” Howarth said. “In this new world of cards, value is built into them with autographs, memorabilia cut up and embedded and maintained scarcity.” 

Before the draft, Panini released the Prizm Draft Picks product, which includes the top prospects in their collegiate uniforms, like Joe Burrow, Tua Tagovailoa, and the prospects in the company’s social series.

This year, while the players won’t be crossing a real stage when their names are called, Panini will be creating physical and digital rookie cards the moment they’re drafted, Howarth said.

In the digital age, Panini has been focused on providing a peek behind the curtain, and the new Road to Rated Rookie series is just an extension.

“We’ve always been focused on integrating the player every step of the way just because they are our product,” Howarth said. “We’ve always focused on that, but it’s a unique story this year on this window of time, and it’s an opportunity to connect trading cards to players and tell that story in a compelling way that benefits the player and us.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NFL Network host Kimmi Chex gives Indianapolis Colts running back Jonathan Taylor a draft do-over during the second round of the 2025 NFL Draft on Friday, April 25, 2025, at Lambeau Field in Green Bay, Wisconsin. Taylor was drafted in 2020 when the draft was held virtually due to COVID.

ESPN Reaches NFL Draft Rights Extension Following Mega-Deal

The network will continue to broadcast the draft through 2030, say sources.
Collins

NFL Second-Round Impasse May End As Niners Give Pick $9M Guaranteed

The contract isn’t fully guaranteed like the earlier second-rounder deals.
NFL

30 NFL Second-Rounders Still Unsigned With Camps Set to Open

Saturday is the earliest rookie report date for training camp.
A set of trading cards

Judge Rules Against Fanatics as Panini Case Gets Rancorous

A judge ordered Fanatics to turn over unredacted trading card licenses.

Featured Today

Dec 14, 2019; Philadelphia, PA, USA; President Donald Trump wave during the second quarter of the game between the Navy Midshipmen and the Army Black Knights at Lincoln Financial Field

‘Political Gold’: Trump Putting His Stamp on College Sports 

Trump has embraced executive action on hot-button college sports issues.
August 3, 2025

Inked Under Anesthesia: Athletes Getting $50,000 Tattoos

High-end studios, elite artist teams, and hours under anesthesia.
Coco Gauff at New York Liberty
August 2, 2025

How the New York Liberty Became the Hottest Ticket in Town

Once banished to the burbs, the Libs are now Brooklyn’s marquee attraction.
Las Vegas sign
July 29, 2025

College Sports Embracing Vegas After Years of Cold Shoulder

The Big Ten became the latest newcomer to Sin City.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.