Lin’s Popularity Brings in New Taiwan-Based Sponsor for New York Knicks
February 16, 2012
Taiwan-based Maxxis International has become an “Official Partner” of the New York Knicks NBA team for the remaining 2011-2012 season.
The company also will be a sponsor of the New York Yankees, Los Angeles Dodgers and Washington Nationals during the 2012 Major League Baseball season. Earlier this year, Maxxis was the official tire of the Australian Open tennis tournament.
With its global headquarters in Taiwan, Maxxis’ sponsorship of the Knicks is especially fitting given the success of rising star Jeremy Lin, whose parents are from Taiwan. He recently was named the NBA’s player of the week, inspiring the slogan “Linsanity” to describe his fan base.
The Harvard graduate only became a starter earlier this month, but in less than 10 days became a celebrity.
During home games, Maxxis signage will appear courtside for 30 seconds of television coverage on an LED board at Madison Square Garden. This placement will provide prominent exposure for the Maxxis brand to the 20,000 spectators in the arena — and millions of fans watching on TV.
The Maxxis logo also will appear on the GardenVision Jumbotron and LED ribbon boards during the “Road Ahead” display of the team’s upcoming schedule. The company also will sponsor game night giveaways, with an item displaying the brands of both Maxxis and the Knicks available to attendees.
by Ismail Uddin