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BUILDING THE HOBBY BRAND

HOW PANINI AMERICA’S INNOVATIVE MARKETING STRATEGY IS DRIVING BUSINESS
Jason Howarth

”Can I use my teeth?” Philadelphia 76ers rookie Matisse Thybulle asked while trying to open a pack of Panini cards.

I cant even do it. You have some scissors? A knife?Golden State Warriors rookie Jordan Poole jokingly asked after he couldnt bust open his pack.

The pack-busting challenge was part of a Panini promotional video from the NBA Rookie Photo Shoot to see how long it took NBA rookies to open a pack of cards. Some opened them immediately. Others had some trouble. But all had fun. It’s just one example of Panini’s marketing content promoting the fun of the hobby.

Panini’s marketing and branding eff orts over the last decade since purchasing Donruss Playoff in 2009 have focused on engaging content that promotes their products and the hobby as a whole, while leveraging direct access to the leagues and athletes. It began with the Knight’s Lance, the company’s blog, and has evolved into a full social media strategy that has attracted more than half a million followers across all platforms. It also includes various events and on-location promotions throughout the year leveraging the exclusive league partnerships with the NFL, NBA and NASCAR. The eff orts have helped introduce or reintroduce trading cards to a wider audience of sports fans.

Scott Prusha
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Beckett Sport card monthly March 2020, The marketing of panini, Chief of staff, Patrick mahomes, And More