从生意的观点, 当初放弃林的两队的头头应该脖子上栓块大石头沉到海里

shoujie

（先标题党一下。这年头，不雷人不行。  ）

Lin Leads Coke to Run Ads in Chinese at Madison Square Garden
By Scott Soshnick - Mar 22, 2012 12:26 AM ET



Coca-Cola Co. (KO) will add courtside advertisements in Chinese at Madison Square Garden (MSG) to capitalize on the appeal of New York Knicks point guard Jeremy Lin.

The first Chinese- or Taiwanese-American to play in the National Basketball Association, Lin fueled television ratings on the MSG Network along with merchandise and ticket sales after joining the team’s starting lineup on Feb. 6.

His emergence on the international stage has been a boon to the Knicks’ parent, Madison Square Garden Co. Buoyed by Lin’s popularity, it settled a carriage-fee dispute with Time Warner Cable Inc., doubled advertising rates on MSG, hit a record stock price and fielded inquiries from Asia-based companies seeking an affiliation with the franchise.

“For us, those ads signify an open-for-business sign,” Scott O’Neil, president of MSG Sports, said in an interview.

Susan Stribling, a spokeswoman for Atlanta-based Coke, the largest soft-drink maker, said in a telephone interview that an official at MSG approached the company with the Mandarin-sign idea.

“Given that the NBA is a global association for our company and that we do a lot of cross-cultural marketing around the NBA, we agreed,” she said. “We thought it was a great way to celebrate the things Jeremy Lin is doing for the Knicks.”

The courtside signs, which Stribling said should debut in a couple of weeks, will be seen by television viewers as well as spectators in the arena. Stribling said Coke might also change advertisements in the Garden’s concourses.

lite1067

慈 爱 和 诚 实 ， 行 在 你 前 面。

shoujie

Jersey Sales
O’Neil said Asian companies are taking notice of the Knicks and the Harvard University-educated Lin, who has sold more jerseys than any other player in the NBA since Feb. 4, according to the league, which doesn’t disclose sales figures. In that time span, Lin-related products have accounted for half of online sales at the team’s website and 32 percent of in-arena sales, the Knicks said, declining to give specifics.

The undrafted Lin was cut by two teams before joining the Knicks who, since the birth of “Linsanity,” the term attached to the hoopla surrounding the 23-year-old, signed sponsorship agreements with Taiwan-based Maxxis International, a tire manufacturer, and Acer Inc. (2353), the fourth-largest computer maker.

The demand for Lin in Asia prompted broadcasters in China to alter their schedules, adding Knicks games whenever possible. Lin has become the No. 1 searched term on Baidu, China’s version of Google. About 100 million people in China watched the March 6 Knicks-Dallas Mavericks game.

Yao’s Example
Former Houston Rockets Chief Executive Officer George Postolos said Lin provides a “fantastic opportunity” for companies agile enough to take advantage.

“This couldn’t have happened before the world became as connected as it is today,” said Postolos, who presided over a Rockets team that included Chinese All-Star Yao Ming. “It’s like a gold rush.”

The Rockets have an arena naming-rights agreement with Japan-based Toyota Motor Corp. (7203), which signed the contract when Yao was playing and his games were being broadcast in Asia.

MSG’s stock hit a record $33.43 on Feb. 21 with the Knicks having won eight of their past 10 games.

Laura Martin, an analyst at Needham & Co. who has a buy rating on MSG shares, which she doesn’t own, said Lin helps the company in two main ways: larger television audiences, which mean higher ad rates, and a more diversified following.

“There is a screaming need in the fan base for an Ivy League-educated player,” Martin said. “He has the same credentials as those on Wall Street.”

shoujie

Ad Rates
The Knicks through 32 games on MSG Network averaged a 2.99 rating, up 99 percent from last season. The team is charging up to $25,000 for a regular-season commercial and $40,000 for playoff spots, two to three times the previous amount. MSG this quarter will make about $25 million from carriage fees and $13 million from advertising, said David Joyce, a media analyst at Miller Tabak & Co.

The Knicks made a coaching change on March 14 amid a six- game losing streak, replacing Mike D’Antoni with assistant Mike Woodson. New York has since won all five games, improving to 23- 24, and is one game ahead of the Milwaukee Bucks in the battle for the eighth and final playoff spot in the Eastern Conference.

Lin last night had 18 points, five rebounds and three assists as the Knicks beat the Philadelphia 76ers 82-79 on the road. The Knicks are now three games behind the Atlantic Division-leading 76ers.

O’Neil said he’s sending some employees to China in the next few weeks and will make the trip himself in April or May to solicit new sponsorship and marketing agreements.

Multiple Appeal
While winning is important, O’Neil and John Brody of Wasserman Media Group said it isn’t the sole consideration to those who consider themselves fans of Lin, whose Asian heritage, Harvard pedigree and underdog storyline have widespread and long-lasting appeal.

“Companies crave the opportunity to get closer to a story that connects to the human element,” said Brody, president of partnership and business development at Wasserman who brokered the stadium naming-rights agreement between football’s New York Jets and Giants and MetLife Inc. “Jeremy Lin is one of us if you’re a basketball fan. He’s one of us if you’re an Ivy Leaguer. He’s one of us if you’ve ever been left for dead in your career, whether postal worker or NBA player. He’s the 21st century success story that proves the world is flat.”

O’Neil said he’s most encouraged by his player’s presence among digital consumers and place in social media such as Twitter, where, according to the NBA, Lin since Feb. 4 has more mentions than two-time Most Valuable Player LeBron James. Users of new technology such as the iPad tend to skew younger, which means Lin is helping the franchise attract fans it otherwise wouldn’t reach.

“Building the next generation,” said O’Neil. With Lin on his team, he added, he doesn’t foresee some of the pitfalls often encountered by companies seeking business partners in China.

“I don’t think anybody in the history of sports will have as easy a time getting in the door,” he said. “Jeremy is our calling card.”

ysc

6th-Sense

shoujie 发表于 2012-3-22 09:53
Lin Leads Coke to Run Ads in Chinese at Madison Square Garden
By Scott Soshnick - Mar 22, 2012 12:2 ...

科比同志说帮林副统帅说了句好话： 以前不用林的教头都应该别FIRE 掉。。。

源济

llyynnW

shoujie

6th-Sense 发表于 2012-3-22 09:11
科比同志说帮林副统帅说了句好话： 以前不用林的教头都应该别FIRE 掉。。。

silicon_beaver

--- 应该脖子上栓块大石头沉到海里

Murder or suicide?   

shoujie

silicon_beaver 发表于 2012-3-22 09:48
--- 应该脖子上栓块大石头沉到海里

Murder or suicide?

ysc

shoujie 发表于 2012-3-22 08:57
Ad Rates
The Knicks through 32 games on MSG Network averaged a 2.99 rating, up 99 percent from las ...

【联合晚报╱记者王树衡／综合报导】
2012.03.22 03:15 pm   

全球知名饮料商可口可乐，也要抢搭「林来疯」列车！于今天可口可乐公司宣布，将在尼克主场「林家花园」中，推出中文广告看板，这是否为争取林书豪接替姚明成为大中国区代言人的举动，引发好奇。

若林书豪成为可口可乐代言人，不仅将与该公司旗下最大代言球星詹姆斯 (LeBron James)齐名，且该公司向来赞助金额绝不手软，可望让林书豪继富豪汽车之后，有另外一笔更大收入来源。

可口可乐发言人史翠伯琳 (Susan Stribling)今天表示，可口可乐与NBA有著长期合作关系，之前就在纽约主场 (MSG)推出广告，藉由「林来疯」在纽约引发的热潮，因此适时推出中文广告。

推出中文广告的用意，就是当尼克队比赛时，吸引华人注意。不过，各界预期，在姚明退休后，可口可乐将会争取林书豪接棒大中国区代言人。

当然，目前可口可乐尚未确定签约林书豪下，场边的广告不能用上林书豪的字眼。可口可乐公司也说，不会拿掉原有的英文广告看板，只是增加中文广告，但他们相信全美及海外球迷，都可看见这个广告。

日前台湾宏碁计算机公司在尼克主场推出广告，该公司也宣布将争取林书豪做代言人。