According to the NFL Players Association, Kansas City Chiefs rookie wide receiver Jalen Royals has been named to the “rookie premiere” class of 2025. This is the first major business and marketing event featuring players just selected in the most recent NFL Draft.

This year’s event will be held in Los Angeles from May 14-17. Royals and 41 other rookies will have the opportunity to earn a leg up on endorsement deals by getting in front of some big-name brands.

Partners engage with players through two primary channels: content creation and product experiences, each designed to build authentic brand connections. Content partners such as Panini America, EA Sports, Fanatics, Fanatics Collectibles, NFL Social Lab, New Era, and Microsoft rotate through scheduled sessions with players to capture custom content for upcoming campaigns. These one-on-one interactions offer a chance to build early relationships, highlight player personalities, and generate fresh, player-driven marketing assets. Product and activation partners – including Nike, Sony, Oakley, WHOOP, Lululemon, Pro Standard, Highland Mint, Funko, FedEx, On The Mark, Gatorade, Gillette, Shiftwave, EXOS, Pepsi, Procter & Gamble, and Jersey Mike’s – deliver curated experiences and products that connect with players.

The chosen players tend to be early-round NFL Draft selections who play offense. Royals was the first offensive skill player taken by Kansas City in this year’s draft.

Players who have recently represented Kansas City at the annual event include wide receiver Rashee Rice, wide receiver Skyy Moore, wide receiver Cornell Powell, running back Clyde Edwards-Helaire and wide receiver Mecole Hardman.