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SBD/March 20, 2012/Marketing and Sponsorship
Volvo Inks Jeremy Lin To Sponsorship Deal With Focus On U.S., China
Published March 20, 2012
LINSANITY CONTINUES: MARKETWATCH’s Andria Cheng notes while the atmosphere of Linsanity surrounding him may have “died down somewhat on the hardwood, on the commercial side there still appears to be plenty of passion.” Since Lin’s Feb. 4 breakout game, sales at online Knicks-linked stores -- which “carry about 50 Lin-related items -- have surged fortyfold.” MSG officials said that sales at the arena are up 70%, with Lin-related gear “accounting for about half of online sales and about a third of in-arena sales.” The NBA reported that Lin’s jersey has been the league’s “top seller for well over a month, catapulting sales of Knicks team gear to the top spot.” Nike said that it is “discussing opportunities for a longer-range marketing plan for Lin that could include footwear and appearances” (MARKETWATCH.com, 3/20). The N.Y. Daily News’ Bob Raissman said, “There is another side to Linsanity, to Jeremy Lin, that is probably more important to the Garden. I know winning is what drives it, but this guy’s made (Knicks Owner) James Dolan more money in the time he’s been playing. He got the (MSG-Time Warner) cable deal done. That’s more than $10 million a month. He’s got the TV ratings up, which translates into ad sales. So they don’t want to see him phased out” (“Daily News Live,” SportsNet N.Y., 3/16).