SBD/September 12, 2017/Marketing and Sponsorship

Leonard Fournette, Deshaun Watson Star In New Marketing Campaign For Panini

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Panini, the exclusive trading card licensee of the NFL and NFLPA, is launching a marketing campaign supporting its NFL trading cards this week, featuring top rookies including Jaguars RB Leonard Fournette and Texans QB Deshaun Watson. The ad was shot at the '17 NFLPA Rookie Premiere in L.A. The spot focuses on the line that “we all collect something,” as told through the journeys of the rookies and their paths to the NFL. The ad breaks later this week and will run on ESPN, ESPN2, FS1 and NFL Network. Targeting sports outlets is a change in strategy, as Panini’s NFL TV spots previously focused on kid networks. The campaign includes 15-second player-specific vignettes extending the campaign across social and digital platforms. Panini will produce more than 30 different NFL trading-card products this NFL season.
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