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Journalism of Courage
The launch of limited-edition Jeremy Lin T-shirts has cemented the basketball player as the worlds fastest growing brand in the Asian market. The Linsanity over his performances for the New York Knicks in the NBA this month will finally set the cash registers ringing in a big way.
The 23-year-old Harvard graduates success has made him a role model for Asian players.
The Linderella story shines because of how fast he has transformed into a star on the court and a money-making machine off it.
Linflation has escalated prices for the Knicks games by more than 17 percent,and the eBay tag on Lins used uniform is a staggering $40,000.
Jeremy has brought an additional fan base to the game. I think our present and prospective partners all see that. They understand that basketball is becoming more popular in Asia and they have a great interest in being associated with the NBA, Scott Levy,senior VP and MD of NBA Asia,said.
I think Lins performances lately have been excellent,the whole world is watching him. Of course,because of his Chinese descent,Chinese fans are paying high attention to him too,no doubt it helps NBAs Asia market development, Lu Hao,President of Starz Intl Sports,said.
Chinese fans couldnt agree more.
I havent watched NBA after Yaos retirement. But I started to watch it again when Jeremy Lin came up. And Im going to buy a jersey of his, a fan said.
Observers have speculated that the potential marketing appeal of Lin in Asia is critical,especially given the NBAs recent financial woes.
