Panini America, a subsidiary of The Panini Group, has been granted the multi-year trading card license to the National Football league and NFL Players, the marketing and licensing arm of the NFL.

The 2010 NFL product is debuting now under its Panini Prestige Football label, which includes this year's rookie class. Upcoming releases will include Donruss Elite, Score Football and Panini Classics Football. Besides trading cards, the deal also includes stickers and sticker albums.

"We look forward to continuing our partnership with Panini America," says Karen Austin, assistant vice president of trading cards and collectibles for NFL Players. "They're focused on engaging kids, attracting new users and increasing brand awareness. These elements, coupled with a strong rookie class, is a recipe for success."