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Following his 38 point scoring against the Los Angeles Lakers Friday night, public relations mogul Ronn Torossian has written this opt-ed piece on why Knicks rookie Jeremy Lin is indeed a marketing dream come true.
If NY Knick rookie phenomenon Jeremy Lin is the real deal on the court, expect him to be the most popular athlete marketer off-the court for many years to come. This young man will be the face of the NBA – and surely the face of many mainstream, major brands. "Lin-sanity" has just begun – and this 2010 Harvard graduate is destined for marketing greatness if he can deliver on the court.
Lin is a marketer’s wet dream come true – only 6’3, he’s approachable and in a sport where one’s face isn’t covered by equipment - people can recognize and relate to him (he’s not an overgrown ogre). A hard-working underdog who was an undrafted free agent and cut by 2 teams, as the 1st American-born NBA player of Taiwanese or Chinese descent & 4th Asian-American ever in NBA he has the potential to further open the biggest country in the world to the NBA. Asian TV partners of the NBA have already added Knicks games to their broadcast schedules, and have I mentioned Mr. Lin plays in New York, the media capital of the world – where he is guaranteed increased exposure and awareness? He’s a Harvard graduate – the very definition of brains and brawn. "Lin-sanity".
Unlike the many arrogant athletes we deal with, this humble young man has been living with his brother and sister-in-law (on their couch!) and already has a foundation in his name whose aim is to “provide "financial, educational and spiritual assistance and to make a lasting difference in the lives of others." Tim Tebow has had marketing success (but polarizes some), and Lin speaks of his religion and family in a more appealing manner. Jeremy Lin is the American dream – for people, marketers and the world.
Lin is a real role model - a dream face for brands who are authentic, passionate and hard working. If NY Knick rookie phenomenon Jeremy Lin is the real deal on the court, expect him to be the most popular athlete marketer off-the court for many years to come. This young man will be the face of the NBA – and surely the face of many, many mainstream, major brands.
"Lin-sanity" will be bigger than Air Jordan if Lin can deliver on the court. Watch out world, here’s 1 Public Relations Agency owner praying and hoping he’s the real deal – and I think many of us are hoping and thinking Jeremy Lin and “Lin-Sanity” is here to stay.
Ronn Torossian is the CEO of 5WPR, a top 25 PR agency, and author of PR Book “For Immediate Release.”
