Pro Set, was a Dallas-based company founded by Ludwell Denny. Denny had gained a trading card license with the National Football League (NFL) in 1989 after making and selling other NFL memorabilia in previous years. His licensing agreement with NFL Properties allowed Denny to gain access to its extensive photo library and become the first card maker officially associated with a professional sports league. Across the bottom of most of his company's cards was its designation as "The Official NFL Card," a distinction it held through 1991.