The Panini Senior Bowl will be played at 1:30 p.m. CST Jan. 31 at Hancock Whitney Stadium, the first for Mobile’s annual football all-star game under its new banner.

Panini, the world’s largest licensed sports- and entertainment-collectibles company, has become the game’s title sponsor beginning with the 2026 event, the Senior Bowl announced on Tuesday.

Reese’s served as the Senior Bowl’s title sponsor from 2014 through 2025. Other title sponsors of the game have included Delchamps from 1994 through 2001, Food World from 2002 through 2006 and Under Armour from 2007 through 2011.

The exclusive trading-card manufacturer for the NFL, NFL Players Association and more than 100 colleges, Panini has previously served as the Senior Bowl’s trading-card provider, player-lounge sponsor and practice sponsor. Panini now becomes the exclusive trading-card, collectibles and memorabilia partner of the Senior Bowl.

“The Senior Bowl plays such a significant and special role with college athletes as they prepare to take their next step in their football careers,” said Jason Howarth, senior vice president of marketing and athlete relations at Panini America, in a release from the Senior Bowl. “Just as NIL has reshaped the collegiate landscape, we are excited to jump into this new role as title sponsor of the Panini Senior Bowl and work closely with the Senior Bowl team and the Mobile community to help grow this game to another level.”

The Senior Bowl and its new title sponsor also announced on Tuesday the addition of the Child Advocacy Center and the Africatown Community Development Corporation to the Senior Bowl Charities roster.

“We’re proud to partner with organizations driving real change in our community,” said Drew Fabianich, the Senior Bowl’s executive director. “Supporting the Child Advocacy Center and Africatown Community Development Corporation is just the first step in a bold new chapter of our community engagement with Panini.”

The Panini Senior Bowl will be the 76th annual all-star game in Mobile after the first Senior Bowl was played in Jacksonville, Florida, in 1950.

“The future of the Senior Bowl, bolstered by its partnership with Panini, is undeniably promising,” Fabianich said. “Together, we will set the stage for an elevated experience that bridges performance on the field with the stories captured in memorabilia. The collaboration not only enhances our value but also underscores the importance of preserving the history of collegiate football and the connection between Mobile, Alabama, and its fans.”

FOR MORE OF AL.COM’S COVERAGE OF THE NFL, GO TO OUR NFL PAGE

Mark Inabinett is a sports reporter for Alabama Media Group. Follow him on X at @AMarkG1.