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Before February 2012 no one in NBA could image a no-name little-used backup point guard will erupt to lead New York Knicks for a consecutive seven wins and made the team undefeatable. On Feb. 4th New York Knicks Jeremy Lin scored team high 25 points for a 99:92 win over the New Jersey Nets at Madison Square Garden. Two days later for first time starter phenom Lin outscored 28 points for 99:88 consecutive win over the Utah Jazz. At that night combining Lin and insanity to develop a nickname for new lexicon「Lin-sanity」, Knicks franchises has been emailed to introduce the new basketball star, the team savior. The email announcing the「Lin-sanity」sensation is now on the fire and economic impact of the American-born man with family coming from Taiwan is boosting both in North American and Asia.
Jeremy Lin proved he is not a one night hero. After three wins in a row on February 10 the 2010 undrafted Harvard graduated point guard racked up 38 points and outplayed Kobe Bryant in a 92:85 victory over the Los Angeles Lakers. Five days later on Feb. 15th「Lin-sanity」with Knicks defeated the Sacramento Kings by 100:85 for the 7th consecutive wins and bring the hope to Knicks for a ticket to playoff. 「Lin-sanity」brought us underdog story, miracles, and then Jeremy drew attentions from medias and get compliments from newspapers, magazines, and many more:
‧The 2012 TIME 100 – Selected to the first place in the 100 most influential people in the world for TIME magazine. Arne Duncan, the U.S. Secretary of Education, addressed story of Jeremy Lin on TIME website that it is a great lesson for kids everywhere and he achieved success the old-fashioned way.
‧Forbes wrote, "Congratulations Jeremy. You have now made the cover of Time the same number of times as Michael Jordan. Linsanity reigns on." Patrick Rishe assertion that Jeremy will boost the Knicks revenue by $10-20 million due to merchandise and playoff revenue, Knicks 2012-13 revenue by $25-50 million in merchandise sales, ticket prices rise, and team media right, NBA 2012-13 league revenue by $40-80 million due to global interest, his endorsement income by $10-20 million by summer 2013.
‧U.S. President - "I knew about Jeremy before you did, or everybody else did, because Arne Duncan, my secretary of education, was captain of the Harvard team," President Barack Obama said in an interview about sports with columnist and author Bill Simmons. "So I’ve been on the Jeremy Lin bandwagon for a while."
‧NBA commissioner – David Stern "I haven't done a computation, but it's fair to say that no player has created the interest and the frenzy in this short period of time, in any sport, that I'm aware of like Jeremy Lin has".
‧Endorsements - from Volvo $2.2 million, Nike $5 million for 5 years, MAXXIS and Acer from Taiwan estimated $3.3 million, and more.
‧End of dispute -「Lin-sanity」contributed to the end of a dispute which had for 48 days prevented Time Warner Cable customers from watching Knicks games and other MSG Network programs.
NBA has the「Lin-sanity」to reinforce customer relationship by changing a losing team to a playoff team image for New York Knicks franchise, dispatching warrior from God to the NBA court story for Christian, a new group, and leading them into games watching or discussing, attributing with growing the Chinese popularity of NBA since the retirement of Yao Ming, breaking the stereotype of Asians do not get the respect that we may deserve whether it comes to sports, basketball, or whatever it might be. NBA has the「Lin-sanity」to create value for customers like Knicks fans and prospects like Chinese and Christian. It proves the marketing strategy definition in the book Principles of Marketing from marketing masters Philip Kotler &; Gary Armstrong. The research try to leverage the「Lin-sanity」sensation to study marketing mix operation in NBA and comments on sports marketing in Taiwan.
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