NFLPA Brings Together 42 Rookies for Business Opportunities and Brand Building at 31st Annual Rookie Premiere Presented by Panini America

LOS ANGELES, MAY 8, 2025 – The 31st annual NFLPA Rookie Premiere presented by Panini America will take place May 14–17 in Los Angeles, bringing together 42 rookies from the 2025 NFL Draft for their first major business immersion. Co-hosted by the NFL Players Association (NFLPA) and NFL Players Inc., the event introduces these rising stars to the commercial side of professional football, setting the stage for future endorsement success and financial empowerment.

This year’s Rookie Premiere will include autograph signings and trading card photoshoots with Panini America, official Fanatics jersey unveilings, as well as live-action and studio content sessions. For media, the event offers dynamic photo and interview opportunities, capturing rookies as they step into their next chapter on and off the field. Rookies will also participate in orientation sessions led by union leadership, gaining insights into group licensing, personal branding, and passive income opportunities, building on their NIL experiences from college. The complete roster of participating rookies can be found here.

Partners engage with players through two primary channels: content creation and product experiences, each designed to build authentic brand connections. Content partners such as Panini America, EA Sports, Fanatics, Fanatics Collectibles, NFL Social Lab, New Era, and Microsoft rotate through scheduled sessions with players to capture custom content for upcoming campaigns. These one-on-one interactions offer a chance to build early relationships, highlight player personalities, and generate fresh, player-driven marketing assets. Product and activation partners – including Nike, Sony, Oakley, WHOOP, Lululemon, Pro Standard, Highland Mint, Funko, FedEx, On The Mark, Gatorade, Gillette, Shiftwave, EXOS, Pepsi, Procter & Gamble, and Jersey Mike’s – deliver curated experiences and products that connect with players.

In addition, Panini will sponsor on-site tapings of the St. Brown Podcast, hosted by NFL wide receiver brothers Amon-Ra St. Brown (Detroit Lions) and Equanimeous St. Brown (Chicago Bears). The podcast will feature candid conversations with both rookies and veteran players, covering draft experiences, season preparation, business ambitions and off-field interests.

“NFLPA Rookie Premiere gives our partners a rare chance to meet the next generation of stars not just through the draft buzz, but through real conversations and real connections,” NFL Players Inc. President Matt Curtin said. “Over the weekend, you see who these rookies really are – their energy, their personality, their drive – and it sparks ideas for how to build with them. This class already understands the power of their personal brand, and Rookie Premiere helps turn that into lasting business relationships.”  

As the marketing and licensing arm of the NFLPA, NFL Players Inc. manages the group rights of more than 2,000 active players, helping them build business opportunities beyond the field through licensing, partnerships and exclusive events like Rookie Premiere. Participants are selected based on factors like college performance, draft status, position, and marketability, all of which influence their early value in trading cards and brand deals. Since 1994, Rookie Premiere has served as a launchpad for rising NFL stars and business partners alike, offering early access to the league’s most marketable newcomers.

Follow @NFLPA and #RookiePremiere for exclusive content, behind-the-scenes access and real-time event updates.

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About the NFL Players Association  

The National Football League Players Association (NFLPA) is the union for professional football players in the NFL and headquartered in Washington, D.C. Established in 1956, the NFLPA has a long history of protecting the health, safety and financial future of its 2,000-plus player members, who are the backbone of North America's most popular and highest revenue-generating sport. Through a wide offering of programs, resources and engagement opportunities, the NFLPA provides world-class service to players throughout their career lifecycle and builds solidarity to advocate on their behalf in the areas of healthcare, revenue, compensation and working conditions. The current CBA will govern the sport through the 2030 season. Learn more at nflpa.com.

About NFL Players Inc.  

NFL Players Inc. is the for-profit marketing and licensing arm of the NFLPA. Founded in 1994, NFL Players Inc. manages the group rights of more than 2,000 active players, connecting brands to the authenticity, reach and cultural influence of NFL athletes. It supports over 150 partners -- including licensees, sponsors, and media platforms -- across e-commerce, retail, digital and direct-to-consumer channels. NFL Players Inc. drives growth and generates player revenue through group licensing, player activations and brand collaborations that bring fans closer to the game. Backed by the strength and legacy of the NFLPA, NFL Players Inc. ensures that players remain at the center of the business of football. Learn more at nflpa.com/about/players-inc

Contact: 
Brandon Parker, brandon.parker@nflpa.com