Mar 22, 2012 at 02:58 PM
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Coke Looks To Capitalize On Lin; Will Activate MSG Partnership In Chinese

Coca-Cola will begin running courtside signage at Madison Square Garden in Chinese in an effort to capitalize on the international appeal of New York Knicks phenom, Jeremy Lin. A company spokesperson told the AP that Coke is still working on what the ads will exactly look like, but that they will complement the company's existing sponsorship inventory at the Garden.

“For us, those ads signify an open-for-business sign,” Scott O’Neil, president of MSG Sports, told Bloomberg News.

In March 2010 The Coca-Cola Company and Madison Square Garden celebrated 100 years of partnership and a new expanded deal making Coca-Cola an MSG Signature Partner with year-round presence for Coca-Cola across all Madison Square Garden sports and entertainment properties in New York. Coca-Cola is also the exclusive non-alcoholic beverage partner at MSG.