New York Knicks point guard Jeremy Lin has landed his first major endorsement deal since “Lin-sanity” took over the nation.
The Wall Street Journal reports that the 23-year-old Lin will promote Volvo cars.
Volvo is owned by China’s Zhejiang Geely Holding Group Co. Lin is expected to help Volvo’s marketing efforts in several international markets, including China.
Volvo is trying to double its global sales to 800,000 vehicles by 2020.
Just a few weeks ago, Lin reached an agreement with Nike. The company has plans for a Lin-themed shoe.
Lin is considered more marketable than other top NBA stars.
Nielsen’s N-Score, which measures name recognition and likeability among 1,100 consumers, gives Lin a score of 102. Kobe Bryant scored a 90 while LeBron James got an 84.
Nielsen reports that about 19% of the U.S. population has heard of Lin. About 30% of those surveyed say they like him.