Jeremy Lin Seals Volvo Endorsement Deal

6:15 AM PST 03/20/2012 by Georg Szalai
Ned Dishman/NBAE via Getty Images

The arrangement will focus on the Chinese and U.S. markets, but also include some other territories.

NEW YORK - Automaker Volvo has finalized an endorsement agreement with New York Knicks basketball star Jeremy Lin that will focus on the U.S. and China, but also cover several other international markets, the Wall Street Journal reported.

Financial details weren't disclosed.

As a "brand ambassador," Lin will for the next two years be part of the company's corporate and marketing activities, it said. As part of that, he will appear in advertising, the paper said.

As reported when the endorsement deal was in the discussion stages, Volvo is one of the first major brands to take advantage of Lin's increased visibility and popularity amid his rise to stardom this year when "Linsanity" swept the Big Apple and the NBA.

The 23-year-old point guard Lin also has a deal with Nike that he struck when he was a rookie. The shoe maker is currently planning a Lin-themed sneaker.

Lin is an important part of Volvo's "brand rejuvenation" efforts, Freeman Shen, senior vp of Volvo and chairman of Volvo's China operations, told the Journal, emphasizing the sports star fits in with the car maker's new brand strategy that uses the slogan "Designed Around You." "For our region, Jeremy Lin is the pride of the whole Chinese population, and we are excited to work with him," Shen said.

Lin said in a statement: "You may not immediately see the connection between me and Volvo. But both of us are striving to be better and smarter at what we do, and to do it our own way."

Email: Georg.Szalai@thr.com

Twitter: @georgszalai

 

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