Knicks’ Jeremy Lin Hired to Endorse Volvo

The U.S. arm of Swedish car brand Volvo reached an endorsement agreement with New York Knicks basketball star Jeremy Lin that will cover several international markets but focus on the U.S. and China.

Over the next two years Mr. Lin will participate in Volvo’s corporate and marketing activities as a “brand ambassador” for Volvo Car Corp., appearing in advertising, the car maker said Monday.

The deal with Volvo, which was expected, marks one of the first major corporate contracts for the 23-year-old Knicks guard, who ascended from basketball benchdom to stardom earlier this year. The U.S.-born son of Taiwanese immigrants, Mr. Lin has captivated Chinese basketball fans, hungry for a hero since the retirement of former Houston Rockets star Yao Ming. Terms of the endorsement contract weren’t disclosed.

Mr. Lin also has an agreement with Nike Inc. that was reached when he was a rookie. That deal initially offered little visibility or major products featuring his name but the sneaker maker is now planning a Lin-themed shoe.

via Knicks’ Jeremy Lin Hired to Endorse Volvo – WSJ.com.