By Susan Lulgjuraj | Beckett Football Editor

Panini America was named the official trading card and sports and entertainment collectibles partner for the Heart of Dallas Bowl, played New Year’s Day.

The game will feature college teams Purdue against Oklahoma State.

Panini will be promoting its NFL Sticker Collection Album at the event, especially at the Dallas Skills Clinic where Panini will award one football helmet grant to a Dallas-area Pop Warner program.

Panini announced a program in July that will help Pop Warner teams get new helmets by collecting sticker packet wrappers throughout the season.

“This special event will provide local Pop Warner football programs the opportunity to be a part of a great event like the Heart of Dallas Bowl,” said Jason Howarth, Panini America Vice President of Marketing. “At the same time, it will serve as an opportunity for the Heart of Dallas to engage its bowl participants in a meaningful way while reinforcing to the community the primary objective and commitment of the Heart of Dallas organization.”

Panini will make its presence felt at the game as well, and will provide samples of its NFL stickers at the game.

Susan Lulgjuraj is an editor of Beckett Football Monthly. You can email her here with questions, comments or ideas. Follow her on Twitter here.