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Panini America, New York Daily News Team Up for 2012 NFL Sticker & Album Promo

September 5, 2012

To coincide with the start of the NFL season, Panini America’s 2012 NFL Sticker & Album Collection is set to embark on a massive month-long promotion with the New York Daily News that will guarantee the fun product adheres to a prominent place in the minds of millions of New Yorkers.

In fact, this past Sunday, more than 600,000 New York Daily News readers were treated to a full-color teaser of the promotion that kicks off in earnest this weekend. Beginning Sunday and continuing for four weeks, Panini America and the New York Daily Newswill insert 600,000 special NFL sticker sheets into Sunday’s editions. The special sheets will feature players from the defending Super Bowl champion New York Giants, the New York Jets, NFL stars from opposing teams and top 2012 rookies.

“Our NFL Sticker & Album Collection has taken huge strides in momentum during each of its first two years, and this New York Daily News partnership represents a massive opportunity for us to continue that growth,” said Jason Howarth, Panini America’s Vice President of Marketing. “It doesn’t get much bigger than releasing this year’s collection to the media capital of the world during the NFL’s Kickoff Weekend. That’s huge.”

Panini America also provided 50,000 free 2012 NFL Sticker albums that will be available at Modell’s and 7-Eleven stores. For a limited time, NFL fans can get a free coupon in the Sunday New York Daily News to redeem for the free album.

Over the course of the massive four-week promotion, Panini America and the New York Daily News will deliver more than 2.4 million special sticker sheets, while developing countless new NFL Sticker & Album fans.

In addition to the massive New York Daily News promotion, Panini America launched a national TV campaign for the 2012 NFL Sticker & Album Collection currently airing on Disney XD.

You can check out the action-packed 30-second spot — as well as the New York Daily News print ad that appeared last Sunday and the four special sticker sheets — below.

15 Comments leave one →
  1. Student of the Game permalink
    September 5, 2012 10:10 am

    Brilliant marketing piece!!!! Washington Post next? 🙂

  2. Matt Gilman permalink
    September 5, 2012 11:31 am

    Wow! Great idea guys. Wish I could get a Daily news or lived near Modells or 7-11 lol. But a lot of people should be able to get their hands onto Panini NFL Stickers!

    And speaking of the NFL…Go Giants!

  3. September 5, 2012 12:03 pm

    Great promotion, I’ll be sure to check my local newsstand this weekend! Thanks Tracy!

  4. Nancy permalink
    September 5, 2012 3:01 pm

    Do all relevant retailers have the stickers now? We have both a Dollar Tree and a Wal-Mart in my town and neither has the stickers. The nearest Target is over 50 miles away and my son is OBSESSED. When will all retailers have them, or will we have to order stickers on line? Thanks.

    • September 5, 2012 4:03 pm

      They should be in all mass retail outlets now. Where are you located?

      • Nancy permalink
        September 5, 2012 4:42 pm

        Newport, Oregon – small town on the Oregon coast. I checked both outlets just yesterday.

      • September 6, 2012 9:36 am

        Our sales folks are telling me that Dollar Tree or Michael’s would be your best bet in that area.

    • September 6, 2012 10:45 am

      What about the sticker books…still none to be found and I know i am not the only one searching. hard to sort stickers in an album without the album lol.

    • sportsmktgguy permalink
      September 6, 2012 5:46 pm

      Nancy – if you have no luck there, you can also order stickers online at

  5. Alexis permalink
    September 5, 2012 3:50 pm

    Will this promotion be in the Boston Globe too?

    • sportsmktgguy permalink
      September 6, 2012 5:49 pm

      Alexis – we’ve enjoyed working with The Boston Globe over the last two years, but are not doing the promotion with them this year.

  6. Michael Oddo permalink
    September 6, 2012 11:09 am

    Are any of the stickers SPs? I cant pull RG3, and I only need 47 more stickers! I must have spent close to 200 to put this book together! Tons of dups if anyone wants to trade!

    Tracy, I opened over 6 boxes of Stars and its the best football product so far this year! I finally pulled a Slideshow of Chris Givens. Those are my favorite and I am glad they came back this year!

    • sportsmktgguy permalink
      September 6, 2012 5:48 pm

      Michael – there are no short prints in any of our Sticker Collections – all are printed in equal quantities.

  7. janice felitto permalink
    September 9, 2012 5:16 pm

    I live in Utica NY and we do not have any seven 11’s or Modem stores. How can I get an album?

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