November 06, 2014
Volvo signs on as official sponsor for Jeremy Lin

Participating in this sponsorship deal:

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Lin will participate in Volvo's marketing activities over next two yearsThe U.S. arm of Swedish car brand Volvo has reached an endorsement agreement with Knicks G Jeremy Lin that will “cover several international markets but focus on the U.S. and China,” according to Norihiko Shirouzu of the WALL STREET JOURNAL. The company announced that Lin over the next two years will “participate in Volvo's corporate and marketing activities as a 'brand ambassador.'" The deal with Volvo “marks one of the first major corporate contracts” for Lin. Terms of the deal were not disclosed. Volvo Senior VP & Chair of China Operations Freeman Shen said that hiring Lin was “an important part of Volvo's ‘brand rejuvenation,’ showcasing the new Volvo brand strategy ‘Designed Around You’ with ‘sportsmanship and intelligence’" (WALL STREET JOURNAL, 3/20). BLOOMBERG NEWS’ Erik Matuszewski notes Lin “will appear in his first television commercials for Volvo after the NBA season ends.” Volvo said that he will be “used in promotional materials immediately” (BLOOMBERG NEWS, 3/20). USA TODAY’s Michael McCarthy writes the Volvo deal “could just be the beginning for the undrafted Harvard grad on Madison Avenue.” Webster Univ. economics professor Patrick Rishe said that Lin could “reap $12 million to $15 million from endorsements -- but only if he continues to start for the Knicks” (USA TODAY, 3/20). YAHOO SPORTS’ Kelly Dwyer wrote Lin "seems like the perfect spokesman.” Dwyer: “It's an odd choice, as his first move into the realm of the major endorser, but one that's as unique as Lin's gifts and move into the NBA's upper strata. Unorthodox-y, but good” (, 3/19).
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