Los Angeles Lakers To Host Panini Adrenalyn Night at the Staples Center and Distribute More Than 20,000 Adrenalyn Packs Prior To Lakers vs. Portland Game on Sunday
LOS ANGELES (April 9, 2010) - Panini America (www.paniniamerica.net), a subsidiary of The Panini Group, the leading global publisher of sports and entertainment collectables announced a multi-year partnership with the World Champion Los Angeles Lakers (www.lakers.com) of the National Basketball Association. Four-time NBA World Champion and Lakers Guard, Kobe Bryant also serves as a Panini Global Ambassador.
As part of the relationship the Los Angeles Lakers will host a Panini Adrenalyn Night on Sunday, April 11, when the Lakers host the Portland Trail Blazers. Adrenalyn is Panini's (www.paniniadrenalyn.com) new NBA-themed interactive trading card game. As part of the game night festivities, the Lakers will distribute more than 20,000 packs of Adrenalyn cards and Game Boards to all fans in attendance that night at the Staples Center and will include in-game activation.
In addition, the Panini Adrenalyn Tour, a 13-city tour that includes a Tour Bus featuring Kobe Bryant, Carmelo Anthony, Chris Bosh, Tyreke Evans, Brandon Jennings and Dirk Nowitzki will visit the Staples Center on game night and invite fans to participate in basketball skills contests prior to the Lakers game. The Adrenalyn Tour will also visit Universal Studios Hollywood CityWalk on Saturday, April 10 and LA Live on Wednesday, April 13 during the Los Angeles Lakers final regular season home game against the Sacramento Kings. The Lakers partnership represents the fifth NBA team deal Panini America has entered since becoming the exclusive trading card of the NBA. In addition to the Lakers, Panini has relationships with the Dallas Mavericks, Miami Heat, New Jersey Nets and Minnesota Timberwolves.
"We are excited to announce our multi-year relationship with the World Champion Los Angeles Lakers and look forward to introducing our Adrenalyn Trading Card Game to Lakers fans. Working so closely with Kobe, this was a natural fit and we look forward to a great partnership going forward." said Scott Prusha, Marketing Manager for Panini America.
Adrenalyn is an interactive trading card game, geared to ages 6 and above, that brings together the excitement of the NBA with the thrill of collecting a 450-card set featuring NBA stars Kobe Bryant, Carmelo Anthony, 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, 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.
To learn more about the Adrenalyn Tour and event stops, watch videos, and view photos from each tour stop, visit www.paniniadrenalyn.com or follow us on Twitter at http://twitter.com/NBAAdrenalyn.