Sports Sponsorship Case Study - Jeremy Lin

Saying that Jeremy Lin took the NBA by storm is an understatement. Considering that he spent more time on the bench than off in his rookie year and that now he is the poster child for "dark horse" makes Jeremy Lin a sponsor's dream. Without even an athletic scholarship out of high school, the Harvard graduate of Chinese-Taiwanese descent barely made it to the Golden State Warriors. His slight didn't end there. The following pre-season, he was passed up by the Golden State Warriors and the Houston Rockets, before he was finally picked by the New York Knicks for the '11-12 season. The rest is history, or is it?

Lin found himself on the bench once again assigned to the D League. It was not until February 4th of this year that his luck changed and for what ensued, even he may not have been prepared for. It started with surpassing guard Deron Williams by scoring 25 points, 7 assists and 5 rebounds to beat the New Jersey Nets.

On Carmelo Anthony's suggestion to coach D'Antoni, Lin was given more court time in the second half. With Anthony out with an injury in later games, Lin got on the starting lineup and that's when the "Linsanity" began. He scored 28 points to take the Knicks to a close win against the Utah Jazz. With Stoudemire and Anthony missing the next few games, Jeremy Lin backed by coach D'Antoni played so aggressively that he set in motion what we now know as "Linmania."

With a series of wins following the Utah Jazz game until the Knicks lost to the New Orleans Hornets, Lin had an unprecedented winning streak and caused a media frenzy by having an answer on the court for everything that was thrown at him. In the game against the defending NBA champions, the Dallas Mavericks, Lin scored 28 points with 5 steals and 14 assists blitzing and double-teaming his way to victory.

With his number 17 jersey replicas selling like hot cakes, it was not until Nike and Adidas introduced Lin-inspired athletic sportswear that Lin entered the sports sponsorship arena.

Experts have said that never before has an athlete created such frenzy in such a short duration of time. Even Michael Jordan's rise to fame was not this meteoric. Along with getting himself on the cover of Time magazine with an article entitle "It?s Official: Linsanity is for Real," Jeremy Lin was linked to Kim Kardashian as her latest beau. Between sports magazines and tabloids, Jeremy Lin quickly evolved into any sponsor's sports marketing dream come to true. It goes even without saying the sensation he is causing in Beijing and Taipei as the "most renowned Asian American NBA player bar none." As of now, Lin has the best-selling NBA jersey since the game against the Utah Jazz.

Jeremy Lin's marketing power does not end with sportswear. Over five e-books have been published detailing Lin's life and rise to fame. What's more is that the word Linsanity is recognized officially as an English language word by the Global Language Monitor. Reportedly, his playing even ended a dispute that caused Time Warner cable users unable to watch New York Knicks games. For those that know Jeremy Lin personally, they say that he is still the humble guy he always was further increasing his sports sponsorship value.

Source: http://leisure.ezinemark.com/sports-sponsorship-case-study-jeremy-lin-7d34a8ea9547.html

shrimp scampi kate upton si cover lobster recipes hearts roses flower delivery e cards