13 Feb '12, 11am

NBA: 'Linsanity' a marketing dream in Asia

SHANGHAI (REUTERS) - As the first ripples of'Linsanity' hit Asia, ethnic Chinese-American Jeremy Lin's fairytale rise has marketing men rubbing their hands with glee as they contemplate a potential candidate to fill the very large shoes left by last year's retirement of Yao Ming. A clean-cut Harvard graduate rejected by a string of NBA teams, New York Knicks guard Lin has emerged suddenly over the last couple of weeks to inspire a franchise which has underperformed for years in one of the world's biggest sports markets. That storyline alone would make the 23-year-old Californian an attractive proposition to advertisers, but add in the fact he was born to Taiwanese parents and you would, it seems, have marketing gold on your hands. 'There's no question brands will be interested in Jeremy Lin,' Jeremy Walker, head of sports marketing and branded entertainment for GolinHarris...

Full article: http://www.straitstimes.com/BreakingNews/Sport/Story/STIS...

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