Bloomberg News

Knicks Capitalize on Lin’s Global Success With Taiwanese Tiremaker Ad Deal

February 24, 2012

The New York Knicks and Taiwan-based tire company Maxxis International agreed on a marketing sponsorship, the team’s first to capture the global success of point-guard Jeremy Lin.

The partnership, which will run through the rest of this National Basketball Association season, allows Maxxis to advertise through courtside signs and advertisements on the scoreboard, the team said today in an e-mailed statement.

Financial terms of the agreement weren’t disclosed. It is the first new sponsorship contract signed by the Knicks since Lin became a starter and the team’s only current deal with a Taiwanese company, according to Stacey Escudero, a spokeswoman for Madison Square Garden Co.

Lin, a Harvard University economics graduate, has led the team to an 8-3 record since becoming a starter on Feb. 6. The first Chinese- or Taiwanese-American to play in the NBA, he is averaging 22.4 points and 8.8 assists per game in that stretch, fueling the so-called Linsanity label that the Knicks and news media have used to describe the player’s sudden success.

“We are excited to add Maxxis to our family of marketing partners for the Knicks,” Scott O’Neil, president of MSG Sports, part of the company that owns the Knicks and hockey’s New York Rangers, said in the statement. “This new marketing partnership shows the power of ‘Linsanity’ and how the Knicks’ brand can help drive real results for companies from around the world.”

Maxxis, which distributes products in about 170 countries, sells tires for automotive, motorcycle, bicycle, lawn and garden, and industrial use, according its website. Founded in Taiwan in 1967, the company employs more than 22,000 people.

To contact the reporter on this story: Eben Novy-Williams in New York at enovywilliam@bloomberg.net

To contact the editor responsible for this story: Michael Sillup at msillup@bloomberg.net


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