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Trading card company Panini America is the title sponsor
 Tuesday, May 29th 2018, 4:54 AM;  197;  0;  +0 | 0 | -0
What began 24 years ago as an opportunity for trading card companies to get rookie photos taken before the season has evolved into a branded extravaganza in which business relationships are forged, content created, and young pro athletes get their first taste of the lucrative potential in off-field opportunities. It’s also the only business event specifically mentioned in the NFL’s collective bargaining agreement because as Nassar points out, everyone understands “the value created here … from the players, the brands, the team, and the league, not to mention fans and consumers www.lolga.com”
Trading card company Panini America is the title sponsor, but the pitch to the laundry list of other brand partners is that Rookie Premiere gives them first access to the NFL’s next generation of stars. Each year NFL Players Inc. facilitates individual player service deals from conversations started at the event, and this year anticipates it will garner up to 100 rookie deals alone, along with many deals for current and former players throughout the weekend. These deals run the gamut from a national endorsement campaign for a single player to a series of local-market trade deals for multiple groups of players, to a single deal for an appearance or a social media push.
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