Senior Bowl announces new title sponsor ahead of 2026 game
By Andrew Olson
Published:
The Senior Bowl has a new title sponsor.
The leading college all-star game is now known as the Panini Senior Bowl. The game is still being played at South Alabama’s Hancock Whitney Stadium in Mobile, Alabama.
Panini boasts of being the world’s largest licensed sports and entertainment collectibles company. It is the official trading card company of the NFL, NFLPA and over 100 collegiate programs.
The Senior Bowl plays such a significant and special role with college athletes as they prepare for the next step in their football careers,” said Jason Howarth, Panini America Senior Vice President of Marketing and Athlete Relations, in a release.
“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.
The Panini partnership follows the conclusion of an 11-year run with Reese’s as the title sponsor of the Senior Bowl.
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.
The 2026 Panini Senior Bowl is set for Jan. 31 with a 2:30 p.m. ET kickoff time.
Big News from Mobile!
— Panini Senior Bowl (@seniorbowl) June 24, 2025
We’re proud to welcome @PaniniAmerica as the official title sponsor of the Senior Bowl — the premier college all-star game for future NFL stars.
Panini is the world’s leader in licensed sports collectibles, and now they’re teaming up with us to… pic.twitter.com/8zcoloWphd
Andrew writes about sports to fund his love of live music and collection of concert posters. He strongly endorses the Hall of Fame campaigns of Fred Taylor and Andruw Jones.
