$1.5 NIL-valued Alabama signee Keelon Russell signs his first NIL deal with major trading card giant

Alabama Crimson Tide quarterback recruit Keelon Russell, who has a NIL value of $1.5 million as per On3, made his first big move in the NIL arena by partnering with Panini America, a top name in the trading card industry.

Russell is fresh from his participation in the Under Armour All-America Game and arrival as an early enrollee at Alabama.

Panini America announced the multi-year agreement on Wednesday, sharing that Russell will play a key role in the company’s marketing initiatives while also being featured in its collegiate trading card collection.

Speaking about the partnership, Russell said:

“Being able to partner with a leader in the sports collectibles space like Panini is exciting. Seeing the quality of the products that Panini produces and all the things they have done for other NIL athletes – I knew they were the right fit for me. I can’t wait to start working with them and seeing my first trading cards."

From Duncanville, Texas, Russell earns the status of the number two recruit for the 2025 On3 Industry Rankings. He is one of those rare prospects who got a five-star rating on the fantasy sites and is also a five-star plus player.

To manage his NIL ventures, Russell has signed with Team IFA, a firm that represents 25 athletes across high school and collegiate football. Jason Howarth, Panini’s senior vice president of marketing and athletic relations, praised Russell:

“With Keelon being from right here in the Dallas area, we’ve had the opportunity to follow his high school career closely. Keelon is a dynamic player on-the-field and off-the-field. “We look forward to supporting Keelon as he moves on to Alabama and bringing Keelon’s trading cards to his fans through our products.”

Keelon Russell brings championship pedigree and NIL promise to Alabama

As Keelon Russell prepares for his college career at Alabama, his NIL prospects are soaring. Ranked No. 2 in high school football NIL standings and No. 46 in the On3 NIL 100, Russell is among the most marketable young athletes in the nation.

During his senior year at Duncanville High School, Russell threw for over 4,100 yards and 55 passing touchdowns. He accounted for nearly 60 touchdowns while guiding Duncanville to a 13-1 record and a spot in the Texas 6A Division I semifinal.

Joining Alabama’s quarterback room, Russell faces competition with redshirt sophomore Ty Simpson and Washington transfer Austin Mack. Alabama, coming off a 9-4 season and a ReliaQuest Bowl loss to Michigan, aims to rebound when it opens the 2025 season against Florida State on Aug. 30.