Panini and The Brandr Group: Expanding the College Card Program

By Eliud Alano September 09, 2024 06:21

Photo by TonelsonProductions/Shutterstock

College athletics has seen a lot of change in recent years, but the biggest revolution maybe with Name, Image, and Likeness (NIL) rights. One such partnership comes from Panini America and The Brandr Group, which is extending the College Card Program. This partnership is a strategic entry into the growing college athlete trading card market that will provide unique opportunities for athletes, schools, and fans.

About Panini and The Brandr Group

Panini America

Panini America is one of the world's largest sports and entertainment collectibles, offering some of the most popular licensed trading cards today. Panini has already proven itself in the marketplace as one of the powerhouses, consistently cranking out some premium trading cards and memorabilia. This includes major sports league direct-to-consumer exclusive licenses, including the NFL and NBA, and significant distribution rights in other key categories, such as MLBPA.

The Brandr Group

The Brandr Group is a marketing agency specializing in NIL rights & group licensing for collegiate athletes. The Brandr Group is a key player managing the complicated athletic representation and marketing industry, counting over 100 school partnerships with its impressive partner roster. Their ability to secure and manage athlete and school partnerships aligns with what we need for Panini as we continue growing the College Card Program.

The College Card Program Details

College Card Program is a way for college athletes to make money off their name/image/likeness using the same concept as trading cards. This program allows athletes to have collectible cards made with the image on them for fans and collectors. By doing so, the program provides new income for athletes, most of whom do not go on to have professional careers in sports after college; it also increases fan engagement by offering a physical link from their favorite campus stars.

Expansion Efforts

The recent growth of the College Card Program by Panini and The Brandr Group is opening up more schools to include athletes from every sport. The announcement results from deals that allowed college athletes to profit off their NIL with products on campuses from Ohio State University, The University of Texas at Austin, and the University of Nebraska-Lincoln brands selling trading cards through Panini America.

Why the Expansion Matters

More Athletes: Expanding the program opens doors for more athletes to engage with it, democratizing access to NIL opportunities.
Greater Fan Engagement: Fans have more collectible card options, which means they are becoming more involved with college sports.
Revenue Creation: The sale of trading cards provides a new revenue stream for athletes and institutions in the changing NIL environment.

Impact on College Athletes and Institutions

For College Athletes

Expanded to give college athletes a shot at cashing in on their fame. They can earn a part in the card sales revenue, and this way, profit from their image rights while studying.

For Institutions

The deal creates an additional incentive for schools to sign up as they work towards driving their brand awareness and attracting potential athletes who might be interested in NIL opportunities. In addition, money raised from card sales could help the athletic program and facilities, which would uplift the bigger student-athlete community.

Trends in College Sports as a Whole

The College Card Program's growth also aligns with trends across college sports, where NIL rights are becoming more widely accepted and available. It saw a spike in marketing and endorsement opportunities following recent legislative changes that have allowed athletes to monetize their NIL. The change aligns with a broader trend recognizing athletes' rights and demanding fair payment across college sports.

Legislative Changes

That includes sweeping changes to the collegiate model itself, which have increased the freedom of profit from NIL rights at both state and NCAA levels. These modifications help set the conditions for programs such as College Card Programs, which offer athletes organized income opportunities that adhere to regulatory guidelines.

Panini America and The Brandr Group's announcement is a major milestone in the evolution of college sports marketing. The program will continue to expand, though, and as it does, expect to know that this one from Williams will be the first of many impactful ones we see in college sports about how these deals work.