Panini America Launches Play Kobe "One-on-One" Adrenalyn Promotion
May 04, 2010

ARLINGTON, Texas (May 3, 2010) - As the NBA Playoffs continue to heat up, Panini America (www.paniniamerica.net), a subsidiary of The Panini Group, the leading global publisher of sports and entertainment collectables launched today the "Play Kobe One-On-One" Promotion with four-time NBA Champion Kobe Bryant. Basketball fans beginning May 1 through June 17, 2010 will be able to log-on to www.PaniniAdrenalyn.com to compete against other fans, the leading scorer at the end of the promotion will get a chance to meet Kobe Bryant and play him "One-On-One" in a game of Adrenalyn, the new interactive trading card game from Panini.

The Kobe "One-On-One" promotion coincides with the recent launch of the Panini Adrenalyn Xtreme game mode that features new enhancements to gameplay following player feedback during the beta-phase of the game. The new enhancements offer more strategic gameplay along with more shot opportunities, resulting in higher NBA scores. Matchup results are based on a player's chance of scoring, eliminating players ability to load their decks to guarantee they win a matchup. Instead, higher ratings increase a player's chance that they will score.

"I'm looking forward and excited to play a fan one-on-one in a game of Adrenalyn. I've been practicing, so I'll be ready," said Kobe Bryant, Los Angeles Lakers Guard.

An integrated advertising campaign that includes TV spots on Nickelodeon, Cartoon Network and Disney XD channels, as well as online and viral will support the Kobe "One-On-One" promotion along with integration into more than 1,000 movie theatres in select markets across the country. To watch the Kobe Bryant TV ad click here.

As the leading global publisher of sports and entertainment collectables, Panini has license agreements with three of the major U.S. sports, including the NFL/NFLPA, NHL/NHLPA and an Exclusive Trading Card and Sticker Partnership with the National Basketball Association (NBA). Panini's other partnerships include an exclusive license with FIFA for the 2010 and 2014 World Cup, the Naismith Memorial Basketball Hall of Fame and with four-time NBA Champion Kobe Bryant of the Los Angeles Lakers. Panini also has a successful collectibles business with consumer brands including DreamWorks' How to Train Your Dragon, Disney's Toy Story 3, Hannah Montana and High School Musical, and Warner Brothers' Harry Potter.