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Live coverage from 2017 NFLPA Rookie Premiere

BEVERLY HILLS, Calif. -- Forty of the top NFL rookies from the 2017 NFL draft are learning about the business of football at the 23rd annual NFL Players Association Rookie Premiere, presented by Panini America, from Thursday-Saturday in Los Angeles.

Over the course of the event, NFL Players Inc. (the licensing and marketing branch of the NFLPA) and Athlete Content & Entertainment (ACE Media) will focus on developing players' personal brands, exploring content and business ideas and facilitating endorsement deals with more than 20 NFLPA business partners.

The highlight for the rookies comes on the last day, when they don their official Nike team uniforms for the first time during a Panini America photo shoot at the Los Angeles Memorial Coliseum. Notable rookies that stood out with their personality and marketability at previous Rookie Premieres include Odell Beckham Jr., Ezekiel Elliott, Russell Wilson and Dak Prescott.

Keep up with ESPN's exclusive coverage of the event here.

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