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SBD/February 14, 2012/Marketing and Sponsorship
Lin's Sudden Rise Has Made Him Hottest Marketing Commodity In Pro Sports
Published February 14, 2012
A CINDERELLA STORY: ESPN Radio 1050 N.Y.’s Spero Dedes said Lin's rise to stardom is "so improbable." Dedes: "This kid was a day away from being cut by the team. ... All the factors of it, you just feel like a Disney movie, like they went out and signed some kid off the street with his unexpected game. He’s completely reversed the fortunes of a franchise that’s been ... bankrupt and looking for an answer it seems like for the last 10 or fifteen years.” Dedes called the atmosphere at last Friday's Lakers-Knicks game at MSG "surreal." Dedes: "I was kind of looking out into the crowd, and looking at the expressions on the faces of the fans in the building and I saw one woman who looked like she was in tears. I saw other people hugging each other. ... It was completely surreal in every way to see what this kid was doing." Meanwhile, ESPN's Ric Bucher said, "I just hope that if he falls off a little bit that people aren’t going to go the other way, you know the classic build up, tear down” (“The Scott Van Pelt Show,” ESPN Radio, 2/13).
CATCHING COLBERT'S ATTENTION: Last night’s edition of Comedy Central’s “The Colbert Report” featured host Stephen Colbert saying, “As much as I loves me the football, I cannot get enough of professional ball in hoop.” He noted, "Like all true New Yorkers right now, I am caught up in the tidal wave that is New York Knicks point guard Jeremy Lin. This kid ... has singlehandedly done the unthinkable: Made people want to watch the New York Knicks.” Colbert said of broadcasters saying Lin “came out of nowhere” before playing with the Knicks, “Yes, he came out of nowhere, which is my nickname for Harvard.” Colbert said “Linsanity” has “caught the NBA off-guard: All the Jeremy Lin jerseys that were on the shelves sold out because there weren’t any." Colbert: "Best of all, Jeremy Lin here is currently without a corporate sponsor, which means he’s in the market for endorsement deals. So Mr. Lin, in the spirit of Linsanity, I hope you will consider endorsing my line of premium Lin-oleum tile.” The tile featured Lin’s face on them. Another product was “Jeremy Lint,” a plastic bag filled with lint. Colbert: “As we speak, I am drying socks and towels as fast as I can to meet, what I assume, will be heavy demand” (“The Colbert Report,” Comedy Central, 2/13).