Sports card dealers were given the opportunity to get 2 free Kickoff Promo Packs with every box of 2016 Panini Prizm Football or Panini Phoenix Football they purchased from a wholesale distributor.
When card companies run promotions before a product even releases its generally a sign that orders for these and presumably other 2016 NFL products are lower than expected.
Anyways, might have to bump it up to 20 Free Packs to get me to sniff a box of Phoenix Football!
