A Milestone in Collegiate Merchandising
Jacksons Food Stores will once again serve as the exclusive retailer of Boise State Bronco football trading cards, marking the fifth consecutive year of a partnership that has become a benchmark in collegiate merchandise. The announcement, made ahead of the 2026 launch, underscores the retailer’s long‑standing role in bringing college sports collectibles to fans across Idaho.
The 2026 edition will comprise 116 individual cards, of which 114 spotlight current student‑athletes and two honor enduring traditions of the program. Each pack, priced at $12.99, carries a 10 % probability of containing a signed ‘signature’ card featuring one of eleven prominent Bronco players, adding a layer of rarity that has become a draw for collectors.
This collaboration is not new; it traces its roots back to 2021, when the partnership first debuted as the longest‑running full‑team collegiate trading‑card program in the United States. Over the years, the initiative has evolved beyond mere collectibles, integrating student‑athlete visibility into broader marketing and community engagement efforts.
Jeramiah Dickey, Boise State’s Director of Athletics, highlighted the program’s dual impact on student‑athletes and fans. “Our goal is to support our athletes while deepening the connection between the team and its supporters,” Dickey said, emphasizing how the cards serve as both a fundraising vehicle and a platform for athlete exposure.
Under a name‑image‑likeness (NIL) agreement, Cam Bates and Dylan Riley appear across social media, billboards and promotional material, further intertwining the athletes with the brand’s public face. Their involvement illustrates how collegiate sports are leveraging modern endorsement frameworks to create mutually beneficial partnerships.
Starting the week of August 24, 2026, the collectible packs will roll out in Treasure Valley and other select Idaho locations. The rollout strategy aims to capture local enthusiasm while extending the program’s reach beyond traditional sports‑card markets, positioning the cards as a must‑have item for both die‑hard fans and casual consumers.