If you caught some NFL games during Week 1 of the new season, you may have seen something that’s been missing from national TV for a while: ads for football cards airing on multiple networks.
Panini, which holds exclusive licenses with the league and the players union and will produce over 30 different NFL-oriented trading card products between now and next spring, has launched a marketing campaign that includes video spots that will air on a variety of platforms on air and online.
The player portions of the videos were shot at the NFL Rookie Premiere in Los Angeles last spring.
The ads feature some of this season’s top rookies including Jacksonville running back Leonard Fournette and Houston Texans’ quarterback Deshaun Watson. They aren’t necessarily focused on Panini’s products, but center on the players’ journeys to the NFL with the theme, “we all collect something.”
According to Sports Business Journal, the ads will be running on ESPN, ESPN2, FS1 and NFL Network. In the past, most trading card company ads aired on networks aimed at children.
The videos shot for the campaign also include player-specific segments that are being shared across social and digital platforms.