Panini forms partnership with Mavericks

Panini America (www.paniniamerica.net), recently announced a multi-year partnership with the Dallas Mavericks (www.mavs.com) of the National Basketball Association.

As part of the relationship, the Dallas Mavericks will host a Panini Adrenalyn Night on Wednesday, Feb. 24 when the Mavericks host the Los Angeles Lakers and Kobe Bryant, to support the launch of Panini’s new NBA-themed interactive trading game, Adrenalyn (www.paniniadrenalyn.com). As part of the game night festivities, the Mavericks will distribute 10,000 packs of Adrenalyn cards to fans upon entry to American Airlines Center and giveaway 10,000 Adrenalyn Game Boards.

In-arena, there will be fan giveways that include autographed cards from Dallas Mavericks guards J.J. Barea and Rodrigue Beaubois at the Panini Adrenalyn Tour set-up on the concourse; a gift with purchase of a limited Dirk Nowitzki NBA All-Star card when purchasing an Adrenalyn Collector’s Kit at the Fan Shop, as well as in-game elements including interactive fan activities such as playing Adrenalyn versus J.J. Barea on the jumbotron for additional prize giveaways.

In addition, the Panini Adrenalyn Tour, a 13-city tour that includes a Tour Bus featuring Carmelo Anthony, Chris Bosh, Kobe Bryant, Tyreke Evans, Brandon Jennings and Dirk Nowitzki will set-up its NBA regulation size half-court in the AT&T Plaza prior to the Mavericks game and conduct basketball skills contests, giving away promotional items and inviting fans to play the Adrenalyn game online.

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“We are excited to announce our first NBA Team partner activation with Panini America’s hometown team the Dallas Mavericks, there are going to be a lot of great elements to support our Panini Adrenalyn Nights which will hopefully be the model for future NBA team deals,” said Scott Prusha, Marketing Manager for Panini America.

Adrenalyn is an interactive trading card game, geared to children ages 6 to 11, that brings together the excitement of the NBA with the thrill of collecting a 450-card set featuring NBA stars Carmelo Anthony, Kobe Bryant, LeBron James, Dirk Nowitzki, Dwyane Wade, among many others.

The front of each Adrenalyn card features an offensive, defensive, and overall rating so kids can play the game using the Adrenalyn game board. The unique authorization code on the back of each card allows kids to upload their cards online to a virtual collector’s album and play the game at www.paniniadrenalyn.com, a safe and secure site. Adrenalyn cards, collector’s kits and starter sets are available at all major retail stores including Wal-Mart, Target, Toys “R” Us, Kmart, and The Dollar Store, and online at NBAStore.com and at the NBA Store in New York City.

Panini will distribute four million Adrenalyn trading card packs and 2.5 million game boards to introduce the interactive game to kids across the country throughout the remainder of the NBA season. Distribution will take place through a multifaceted program that includes newspaper insert activations, Adrenalyn Nights at NBA games and a multi-city Adrenalyn Tour that will visit retail locations, high-traffic areas, NBA arenas and youth sports organizations. An integrated advertising campaign geared toward kids, which will include TV, print, radio, online and viral campaigns featuring NBA All-Star Kobe Bryant, will support the Adrenalyn product.