How NFL Topps NOW® Took Center Stage at the 2026 NFL Draft

Topps NOW® NFL x The 2026 NFL Draft

During the first round of the 2026 NFL Draft, Topps delivered one of the most ambitious innovations The Hobby has ever seen. As prospects heard their names called, stepped onto the stage, and took their photo with Commissioner Roger Goodell, their NFL Topps NOW rookie cards were already being created in real time.

Within moments of that photo being taken, those same players were signing their cards on stage, each one featuring an inscription commemorating the player’s first NFL autograph. In total, 15 players took part in the activation, turning one of the biggest nights in football into an instantly collectible experience.

“The idea for this activation came from upper management,” Topps Associate Product Manager Adam Miller explained. “It was something Mike Mahan and Mike Rubin were really aspirational about once we got the NFL license, and something they really wanted to bring to life.”

The concept quickly moved from vision to execution, with the Topps NOW team working alongside the NFL and internal leadership to bring it to life in real time, under the pressure of a live broadcast and an unforgiving clock. As Miller explained, “It became about ideation and figuring out the processes needed to get these cards done in 60 to 90 seconds.”

Building the Infrastructure for Speed

Executing something at this speed required alignment across every touchpoint, starting with the athletes themselves and the groundwork laid well before draft night. “From the athlete perspective, it involved a lot of coordination with our athlete partnerships team,” Miller said. “Making sure they were on board, executing deals ahead of time, and ensuring everyone understood they would be signing on stage, or very quickly after if needed.”

At the draft itself, Topps had to embed a completely new process into an already tightly controlled environment. “First, we had to figure out how this would even be possible,” Miller said. “That meant working closely with the NFL to make sure we had a presence at the draft and, more importantly, the ability to get the card on stage in a quick and timely fashion.”

Even with that planning in place, the process was complicated. “It was a lot of trial and error, a lot of execution, and a lot of back and forth with the league and upper management,” Miller explained. “We had to figure out a lot of moving pieces to pull it all together.”

The result was a pace of workflow previously considered unrealistic in The Hobby.

Redefining Authenticity in The Hobby

By bringing the signing process directly onto the draft stage and into the broadcast, Topps gave collectors a level of visibility that had never existed before. “You’re seeing it in real time, on camera,” Miller said. “The authenticity is right there in front of you. The credibility is right there in front of you. For the first time, people can actually watch their cards being signed live on television.”

That visibility also creates a lasting connection between the collector and the moment the card was created, tying the physical item directly to a specific point in time. “Those collectors are going to be able to go back and watch the clip and actually see their card being signed,” Miller said. “I don’t think there’s anything more authentic than that.”

The reaction across The Hobby reflected that shift, with fans and media alike trying to process both the speed and novelty of the activation in real time. “So far it’s been great,” Miller said. “Media has really taken to the idea. I’ve seen a lot of tweets and posts asking, ‘How is this even possible? How are they doing it this quickly?’”

Even internally, the scale of what was accomplished remains impressive in hindsight. “We’re not really sure how we did it either,” Miller said. “But it’s been great so far, and we’re really proud of it.”

From Draft Stage to Collector in Seconds

Behind the scenes, the operation moved at the same pace as the draft. “We had a team on site, and in real time, a Topps photographer was taking a photo of the athlete as he received his jersey from Roger Goodell,” Miller said. That image became the foundation for the card and immediately kicked off the production process.

From there, the turnaround was nearly instantaneous, with multiple steps happening in rapid succession to keep pace with the live event. “Photos were instantly sent to the printer,” Miller explained. “We printed it, cut it in real time, and handed it off to a runner, who brought the card to the stage for the athlete to sign.”

At the same time, a parallel operation ensured that collectors could engage with the product almost immediately after it was signed. “Our team in New York was already building out the base card images for online,” Miller said. “Once the autograph was signed, we could add it, upload it, and make the card available within seconds.”

The whole project shows how The Hobby is evolving, with the moment, the autograph, and the collectible all coming together at the exact same time. “We’re going to continue to build on it,” Miller said. “Hopefully we’ll get even faster and keep delivering something fans can really be excited about and proud of.”

2026 NFL Topps NOW FAQs

• What are Topps NOW NFL rookie cards?
  • Topps NOW cards are print-on-demand collectibles released shortly after key moments. For the 2026 NFL Draft, they were produced in real time, capturing players’ draft moments and first NFL autographs almost instantly.
• How fast were the NFL Topps NOW cards created during the draft?
  • Cards were designed, printed, and signed within approximately 60 to 90 seconds of the player being photographed on stage.
• Were the autographs signed live?
  • Yes. Many players signed their cards on stage, while others signed immediately after, all within moments of their draft selection.
• Why are these NFL Topps NOW cards significant?
  • They represent a player’s first NFL autograph tied directly to their draft moment, with a verifiable, broadcasted signing process.

Key Facts

• Product: NFL Topps NOW®
• Event: 2026 NFL Draft
• Process: Cards created and signed in 60–90 seconds
• Sale Window: Cards available online within minutes on Topps.com

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