 Donruss, a company that had been in the non-sports trading cards market since 1961 manufacturing products related with movies or TV shows, released its football set in 1995, remaining in the business until March 2009 when Italian Panini Group purchased assets of the industry's second-oldest trading card company, Donruss, and formed the new subsidiary, "Panini America".In 2015, Panini signed a long-term contract with the NFL that secured the company exclusive trading card and sticker rights of the league.In 2007, one of the earliest known football cards featuring John Dunlop from Harvard, was sold for $10,000, the highest price paid for a football card up to that time.