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Panini Extends Exclusive Deal With the NBA

The NBA trading card business will remain in the hands of Panini, after the company announced a new multi-year partnership with the NBA that keeps Panini as the exclusive trading card partner.

The National Basketball Association and the Panini Group have announced an extension of their partnership through a new multi-year agreement. Under the terms of the new agreement, Panini will continue to be the exclusive trading card and sticker partner for the NBA globally, expanding its current development and distribution of trading cards and products worldwide, with a particular focus on China. The relationship will be managed by the Panini Group’s U.S. subsidiary, Panini America.

“Our companies share a collective interest in promoting our brands worldwide,” said NBA Executive Vice President Global Merchandising Group Sal LaRocca. “Panini has continually demonstrated the ability and commitment to creating products that appeal to our fans on a global basis.”

“The popularity of the NBA game globally is unmatched and, with new NBA superstars emerging, it’s an exciting time to collect NBA trading cards, which are not only fun but highly sought after in the secondary trading card market,” said Panini America CEO Mark Warsop. “In the last three years, there has not been a more valuable modern-day trading card than our National Treasures NBA product that included a 1-of-1 Blake Griffin NBA Logoman Rookie card that sold on the secondary market for $38,000. This new long-term agreement with the NBA serves as the foundation to our future growth and our long-term commitment to the trading card category.”