NEW YORK – Jeremy Lin belongs to a special list of NBA players. Membership includes Blake Griffin and Derrick Rose. If you belong on this list, then the amount that you turn over the ball, your three point percentage and other basketball stats are not the only major factors in contract negotiations.
Endorsements, jersey sales and celebrity are vital components of a player’s worth to an NBA franchise. This is where Lin, matched with his game, is worth $30 million dollars.
Stories like Lin’s are extremely important to the business of sports. “Linsanity” is a story worthy of ESPN documentaries for years to come. It’s one of the greatness stories in the spirit of sport in recent history.
It’s one of the factors that make Lin one of the most marketable guys in sports.
Marketing and merchandising are critical factors to Lin’s offer when taken into account for membership to a certain list that addresses marketability:
- Value for money
- Home market
- Crossover appeal
“In 2010-11, the NBA had its strongest presence to date in China via television, online and mobile. But through only the first and week and a half after Linsanity started on Feb. 4, those properties soared to new heights. China’s CCTV had a 39 percent viewership rise and NBA.com/China amassed 4.7 billion page views (a 43 percent increase from last season).”