"Linsanity," or so it has been called by the team and New York media, is the craze started by Knicks starting point guard Jeremy Lin. He has taken the team by storm and has helped build a three-game winning streak. Web searches for Lin have skyrocketed and marketers are keeping their eye on this potential. Ratings for Knicks games have gone up 36% on MSG network and tickets are selling at an all-time high. The interesting fact is that although Lin is grabbing the hearts and minds of Knicks fans, he'll have to work harder for those corporate sponsorships.
Jeff Urban, former senior VP of sports marketing at PepsiCo, said that, "Two games doesn't make a trend." Companies do not want to start offering sponsorships to Lin in case his fire subsides. Lin's explosion onto the court was a result of their main starter's injury but nobody had expected much of Lin before. He had been cut twice and was signed after Knicks rookie Iman Shumpert sprained his ankle. Lin has taken his opportunity in stride making sure to impress all those who see him play. On Feb. 10th, replica Lin jerseys and t-shirts went on sale for the first time. The NBA's partners in China are broadcasting more New York games and are showing the games in Lin's parents hometown in Thailand.
With Lin's background, not just his heritage but being a Harvard graduate, presents a multitude of opportunities. Advertisers really should not wait too long because they are in danger of him growing too big and becoming too expensive for them. This is the prime time to scoop Lin up before "linsanity" takes over the nation.
Read the original article at: http://www.bloomberg.com/news/2012-02-10/knicks-lin-helps-generate-top-ticket-prices-as-sponsors-say-wait-and-see.html
As a big Basketball. fan I found this very interesting. Lin is a marketers dream, everyon who is a fan is talking about him
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