Reese’s Senior Bowl

What Reese’s Senior Bowl does

The Mobile Arts & Sports Association (MASA) operates the Panini Senior Bowl (formerly Reese's Senior Bowl), the premier college football all-star game and the official first step in the NFL Draft process, held annually at Hancock Whitney Stadium in Mobile, Alabama since 1950. It is a non-profit organization with 11-50 employees that runs a single flagship event drawing all 32 NFL teams, over 900 credentialed NFL personnel, and 1,100+ media members each year. Beyond the game, MASA operates a diversified portfolio of complementary products: the Top 300 prospect watchlist, Senior Bowl Hall of Fame induction ceremonies, the annual Charity Celebrity Golf Classic, Scout School educational programs for former NFL players, the NFL Flag youth league (ages 6-12), the Cheer & Dance Clinic, the Turkey Bowl community event, the Fellowship of Christian Athletes rally, and the Mobile Baldwin Athletic Partnership supporting underfunded high school football programs. Total cumulative participation since 1950 is 4,795 players from 263 colleges, with 58 eventual Pro Football Hall of Famers among alumni.

The organization's technology stack centers on scouting and analytics infrastructure: the NextGen Prospect scouting database, Telemetry tracking, Pro Football Focus data, Zebra Technologies stats and tracking, and — as of June 2026 — a multi-year partnership with Teamworks as Official Football Analytics and Scouting Partner, integrating the Senior Bowl's evaluation process with the platform used by all 32 NFL clubs and every FBS program. The business is funded through a diversified revenue stack anchored by title and corporate sponsorships (Panini America as new title sponsor from June 2025, succeeding Reese's; plus Nike, NFLPA, Morgan Stanley, Alabama Power, Coca-Cola, Regions Bank, and others), direct ticket sales, four-tier Quarterback Club hospitality packages ($2,500-$10,000), official merchandise, and charity event proceeds. Multi-year contracts structure enterprise sponsor commitments, while consumer revenue flows through the official website and resale partner Ticket Smarter. Distribution is national via NFL Network broadcast and direct at Hancock Whitney Stadium on the University of South Alabama campus.

Name

Reese’s Senior Bowl

Legal name

Mobile Arts & Sports Association (MASA)

Website

https://seniorbowl.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

11–50 employees

Short description

The Mobile Arts & Sports Association (MASA) operates the Panini Senior Bowl, the premier college football all-star game and official first step in the NFL Draft process, hosting all 32 NFL teams annually in Mobile, Alabama since 1950, alongside community, education, and charity programs.

Ownership category

akta.pro rank

Product category

Sports All-Star Game Events

NAICS

Spectator Sports (71121), Sports and Recreation Instruction (61162)

akta.pro primary industry

Sports Combine, Tryout & Showcase Programs (MPAKAJAM)

akta.pro secondary industry

American Football Leagues (MPAKAAAB)

Keywords

• College football all-star game
• NFL draft evaluation
• Professional scouting event
• Sports hospitality services
• Charity sports events

Headquarters

HQ city

Mobile

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Title Sponsorship: Panini America became the new title sponsor in June 2025, marking a significant sponsorship relationship. The game is now called the Panini Senior Bowl.
2. Ticket Sales: Direct ticket sales for game day at Hancock Whitney Stadium, including Family Four Pack promotions and premium seating options.
3. Quarterback Club Hospitality Packages: Corporate hospitality packages ranging from $2,500 to $10,000 offering premium seating, parking, game day party access, welcome reception tickets, and Hall of Fame banquet tickets.
4. Corporate Sponsorships: Multiple corporate sponsors including Nike, NFLPA, Morgan Stanley, Alabama Power, Coca-Cola, Regions Bank, and numerous others across various categories.
5. Merchandise and Memorabilia: Official game day merchandise available through online store, including trading cards and memorabilia through title sponsor Panini America.
6. Hall of Fame & Charity Golf Events: Hall of Fame induction ceremony and Celebrity Golf Classic with foursomes at $10,000, benefiting the Mobile Baldwin Athletic Partnership.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Senior Bowl operates the premier college football all-star game held annually in Mobile, Alabama, serving as the official first step in the NFL Draft process. All 32 NFL teams send scouts, coaches, and executives to evaluate top college draft prospects during a competitive practice and game week. The organization also runs Hall of Fame ceremonies, the Top 300 prospect rankings, Scout School educational programs, youth football programs (NFL Flag), cheer and dance clinics, charity events, and premium corporate hospitality packages.

Product overview

The Panini Senior Bowl operates as a portfolio of event-based offerings centered around the premier college football all-star game held annually in Mobile, Alabama. The core product is the Senior Bowl game itself, which serves as the official first step in the NFL Draft process. Supporting the main event are Hall of Fame ceremonies, Scout School educational programs for former players, community initiatives including NFL Flag youth leagues, cheer and dance clinics, and the Fellowship of Christian Athletes rally. Corporate hospitality is offered through Quarterback Club packages at multiple price tiers. The organization also provides credentialing services for media and non-media attendees, publishes the Top 300 prospect rankings, and operates the Mobile Baldwin Athletic Partnership charity program. The 2026 game is scheduled for January 31, 2026 at Hancock Whitney Stadium.

Differentiator

Problem solved

Functional benefit

Products and services

• Panini Senior Bowl Game

Quantifiable outcome

• 106 Senior Bowl alumni were drafted in the 2025 NFL Draft, representing 40% of all selections
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• TeamworkscoreTechnology or Integration · 23 June 2026Teamworks was named the Official Football Analytics and Scouting Partner in June 2026. The partnership connects the premier pre-draft event to the technology platform that powers day-to-day operations, player evaluation, and coaching inside every NFL Club and every FBS program.
• Morgan Stanley Global Sports & EntertainmentcoreGTM or Marketing Partner · 26 January 2026Morgan Stanley Global Sports & Entertainment serves as the Exclusive Financial Education sponsor for the 12th consecutive year. Morgan Stanley delivers tailored financial education programming, tools, resources, and candid sessions to elite NFL Draft hopefuls selected to compete in the Senior Bowl.
• Panini AmericacoreOEM/ Whitelabel/ Licensing Partner · 24 June 2025Panini America became the new title sponsor in June 2025, with the game now called the Panini Senior Bowl. Panini is the world's largest licensed sports and entertainment collectibles company and the exclusive trading card manufacturer for the NFL, NFLPA, and more than 100 colleges. The partnership makes Panini the Exclusive Trading Card, Collectibles, and Memorabilia Partner.
• New Orleans Saints Cheer KreweminorStrategic or Co-development Partner · 9 January 2025Partnership to host the Senior Bowl's first-ever Cheerleading and Dance Clinic. The clinic offers professional-level training experience for high school performers ages 16+ during Senior Bowl week, with participants performing on-field during the game.
• NFLPAcoreStrategic or Co-development PartnerOfficial partner of the Senior Bowl, supporting the premier college all-star game.
• NikecoreGTM or Marketing PartnerOfficial sponsor providing athletic apparel and equipment support for the Senior Bowl.
• Hancock WhitneycoreGTM or Marketing PartnerNaming sponsor of Hancock Whitney Stadium at the University of South Alabama, the venue for the annual Senior Bowl game.
• Alabama PowerminorGTM or Marketing PartnerRegional utility company sponsor supporting the Senior Bowl.
• Regions BankminorGTM or Marketing PartnerRegional banking sponsor supporting the Senior Bowl.
• Blue Cross Blue Shield of AlabamaminorGTM or Marketing PartnerHealth insurance sponsor supporting the Senior Bowl.
• Infirmary HealthminorGTM or Marketing PartnerHealthcare system sponsor supporting the Senior Bowl.
• Wind CreekminorGTM or Marketing PartnerCasino and hospitality sponsor supporting the Senior Bowl.
• Coca-ColaminorGTM or Marketing PartnerBeverage sponsor supporting the Senior Bowl.
• WKRGminorGTM or Marketing PartnerLocal media partner covering the Senior Bowl.
• Fox 10 WALAminorGTM or Marketing PartnerLocal media partner covering the Senior Bowl.
• SiriusXMminorGTM or Marketing PartnerSatellite radio partner covering the Senior Bowl.
• City of MobilecoreGTM or Marketing PartnerThe Senior Bowl has been headquartered in Mobile, Alabama since 1951. The City of Mobile is a key partner in hosting the longest continually running all-star game in football.
• Mobile CountyminorGTM or Marketing PartnerCounty government partner supporting the Senior Bowl's continued presence in the region.
• The Grand Hotel Golf Club & SpaminorGTM or Marketing PartnerVenue partner for the Hall of Fame induction ceremony and Celebrity Golf Classic events.
• Lakewood Golf ClubminorGTM or Marketing PartnerVenue partner for the annual Senior Bowl Charities Celebrity Golf Classic.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• National Football League (NFL): The league whose draft process the Senior Bowl feeds into. All 32 NFL teams are the Senior Bowl's primary buyer segment, and the league's draft calendar structurally drives demand for the event.
• USA Football: Governing body for amateur American football in the U.S., overseeing youth and grassroots programs that feed into the high school and college talent pipeline the Senior Bowl eventually draws from.
• NCAA: Governing body for college athletics and the source of the prospect talent pool that the Senior Bowl showcases. Sets the rules and eligibility framework that shape the Senior Bowl's invitee list.
• NFL Scouting Combine: The NFL-operated evaluation event that follows the Senior Bowl in the draft calendar. Operated by the league itself rather than an independent organization, but serves overlapping buyer (NFL teams) and supplier (prospects) segments with a related showcase model.

Others

• The Hershey Company: Former title sponsor (Reese's) of the Senior Bowl until mid-2025. A category sponsor rather than a competitor, but materially relevant given the title sponsorship churn dynamic.
• Panini America: Current title sponsor (since June 2025) and exclusive trading card, collectibles, and memorabilia partner. A commercial partner rather than a competitor, but central to the Senior Bowl's sponsorship economics and brand strategy going forward.

Direct peers

• Hula Bowl: Historic college football all-star game that has been revived in recent years as another showcase for draft prospects, competing in the same event category as the Senior Bowl.
• NFLPA Collegiate Bowl: College football all-star game backed by the NFL Players Association, targeting the same draft-eligible prospect pool and competing for NFL team attention, sponsorship dollars, and broadcast coverage.
• East-West Shrine Bowl: The most direct competitor — a college football all-star game also targeting draft-eligible prospects, with similar broadcast, sponsor, and NFL scouting dynamics. Recently relocated to Las Vegas to upgrade its venue profile.
• Under Armour All-America Game: High school football all-star game with the same showcase-and-evaluate model, supported by major athletic apparel sponsorships. Operates one level below the Senior Bowl in the prospect pipeline.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/seniorbowl
• Facebookfacebook.com/SeniorBowl
• Instagraminstagram.com/theseniorbowl
• LinkedInlinkedin.com/company/senior-bowl

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Reese’s Senior Bowl