Building the Hobby Brand: How Panini America’s Innovative Marketing Strategy Is Driving Business

Thee 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 efforts 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…