Volvo signs Knicks sensation Lin for worldwide ad campaign
BEIJING — Emerging NBA star Jeremy Lin has signed a two-year contract with automaker Volvo to advertise the company’s vehicles about the world but specifically in Asia.
The Chinese-owned company mentioned in statement Tuesday that Lin will participate in Volvo’s globally corporate and marketing actions as a brand ambassador. The contract will concentrate on China, the United States and other Chinese-language markets in Asia.
Lin was undrafted and cut by two NBA teams just before he shot to stardom with the New York Knicks this season. He’s the NBA’s very first American-born player of Chinese or Taiwanese descent.
China is a major marketplace for the NBA. Earlier this month, NBA superstar LeBron James agreed to promote Dunkin’ Donuts and Baskin-Robbins ice cream in Asia.
The level of popularity of basketball in Asia has grown during the last decade, in portion simply because of former Houston Rockets center Yao Ming of China, who retired last year.
Volvo made the announcement in New York. It says the initial commercials with Lin may appear as early as June.