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Jeremy Lin in Talks for Volvo Endorsement Deal in China

Jeremy Lin
Chris Trutman/Getty Images

The New York Knicks star is eyeing one of his first major agreements with a brand.

NEW YORK - New York Knicks point guard Jeremy Lin, who has rising to stardom this year, is in advanced talks about an endorsement deal with Zhejiang Geely Holding’s Volvo car brand in China, Bloomberg News reported, citing people familiar with the situation.

The two sides have reached a preliminary agreement and are looking to possibly wrap up a deal soon, it said. Financial specifics weren't available.

As "Linsanity" has grabbed the Big Apple and the NBA, observers have predicted that 23-year-old Lin could end up getting lucrative endorsement deals.

Bloomberg said that the only significant endorsement deal that Lin has so far is with Nike. It was signed when he started in the NBA in 2010 with the Golden State Warriors, it said.

Lin’s agent declined to comment, and a spokesman for Zhejiang Geely, which bought Volvo from Ford in 2010, didn’t respond to calls seeking comment, Bloomberg said.

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Twitter: @georgszalai