Panini America, a subsidiary of The Panini Group, the leading global publisher of sports and entertainment collectables announced multi-year partnerships with the Dallas Mavericks (www.mavs.com) and the Miami Heat (www.heat.com) of the National Basketball Association.
As part of the relationships, both teams will host a Panini Adrenalyn Nights, Panini's new NBA-themed interactive trading game, Adrenalyn (www.paniniadrenalyn.com). As part of the game night festivities, packs of Adrenalyn cards will be given to fans upon entry and many interactive elements are planned during the game.
Adrenalyn is an interactive trading card game, geared to children ages 6 and up, that brings together the excitement of the NBA with the thrill of collecting a 450-card set featuring NBA stars like Kobe Bryant, Carmelo Anthony, LeBron James, Dirk Nowitzki, Dwyane Wade, among many others.
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.