SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS Alibaba, IOC Reach 12-Year TOP Sponsorship
SBD/February 28, 2012/Marketing and Sponsorship
On The Waves Of Linsanity, Knicks Ink Marketing Deal With Taiwanese Tire Maker
Published February 28, 2012
STORY TELLERS: United Entertainment Group Founder & CEO Jarrod Moses yesterday discussed the marketability of Lin, and Moses said, “If you’re going to do a deal with Jeremy Lin at this point, I would circle him with a story as opposed to just an endorsement deal. That way, you talk more about him as a human being and a success story than just the outcome of the season.” Moses said endorsements are still a “huge risk” and what Nike “does and most companies of that magnitude do is they have their A-list stars that they promote and create their brand story around and then they have their emerging” stars. Nike “looked at Jeremy Lin a couple of years ago and they placed a small wager on him and now they’re increasing their bet.” Moses: “It’s dangerous, but at the same time it’s a hedged risk” (Fox Business, 2/27).